Smarty Pants

No Deal

Underwear with personalised names

Season 2 · Ep 1 OtherAired 15 November 2005

Smarty Pants is a underwear with personalised names that got its big break on Dragons’ Den in Season 2, where it won fans even without landing a deal.

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From the show

The Dragons’ Den pitch

£150K
Asked for: 25%
Offered equity: £600K
Sought valuation

Founder Claire Locke stepped onto the carpet in Season 2, Episode 1 in the episode that aired 15 November 2005. Smarty Pants, the underwear with personalised names, pitched in the Other category, one of 902 other businesses to brave the Den across all 21 seasons.

The ask was £150,000 for 25% of the company, an implied valuation of £600K.

No deal. Every dragon declined, and Smarty Pants walked. But a Dragons’ Den appearance reaches millions of viewers whether or not a check gets written, and plenty of no-deal companies have turned that airtime into lasting businesses.

Season 2 saw 67 pitches, and 5 of them closed a deal on air. In the Other category overall, roughly 11% of pitches have landed a dragon across the show's history.

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Frequently asked questions

Where can I buy Smarty Pants?

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

Did Smarty Pants get a deal on Dragons’ Den?

No. Smarty Pants pitched the dragons but left Season 2 without a deal.

What season of Dragons’ Den was Smarty Pants on?

Smarty Pants appeared in Season 2, Episode 1, which aired 15 November 2005.

How much was Smarty Pants asking for on Dragons’ Den?

The founders asked for £150,000 for 25% of the company, a £600K 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.