Proper Maid

Deal

Homemade cakes with a twist

Season 10 · Ep 13 Food & DrinkAired 27 December 2012

Best known from its Dragons’ Den appearance, Proper Maid is a homemade cakes with a twist in Season 10, and convinced Deborah Meaden to invest.

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From the show

The Dragons’ Den pitch

£50K
Asked for: 25%
Offered equity: £200K
Sought valuation: £50K
Deal amount: 25%
Deal equity: £200K
Deal valuation

Allison Whitmarsh walked into the Den in Season 10, Episode 13 in the episode that aired 27 December 2012. Proper Maid, the homemade cakes with a twist, pitched in the Food & Drink category, one of 55 food & drink businesses to brave the Den across all 21 seasons.

On the carpet, the number was £50,000 for a 25% stake, which valued the company at £200K.

Deborah Meaden made the deal at £50,000 for 25% equity. The deal valued the company at £200K.

Proper Maid was one of 100 businesses to pitch in Season 10, where 21 deals got done. In the Food & Drink category overall, roughly 93% of pitches have landed a dragon across the show's history.

Deborah Meaden£50K

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Frequently asked questions

Where can I buy Proper Maid?

Check current price and availability on Amazon. Note that some Dragons’ Den products are discontinued or sold under a new name.

Did Proper Maid get a deal on Dragons’ Den?

Yes. Proper Maid closed a deal for £50,000 in exchange for 25% equity, with Deborah Meaden.

Which dragon invested in Proper Maid?

Deborah Meaden invested in Proper Maid (£50,000 total as aired).

What season of Dragons’ Den was Proper Maid on?

Proper Maid appeared in Season 10, Episode 13, which aired 27 December 2012.

How much was Proper Maid asking for on Dragons’ Den?

The founders asked for £50,000 for 25% of the company, a £200K valuation.

Dragons' Den Index may earn a commission on purchases made through links on this page. Deal figures reflect what aired; terms sometimes change after the show.