Style Bible

No Deal

Online travel destination recommendations

Season 2 · Ep 2 OtherAired 22 November 2005

Style Bible is a online travel destination recommendations 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

£250K
Asked for: 25%
Offered equity: £1M
Sought valuation

Founder Amanda Zuydervelt stepped onto the carpet in Season 2, Episode 2 in the episode that aired 22 November 2005. Style Bible, the online travel destination recommendations, pitched in the Other category, one of 902 other businesses to brave the Den across all 21 seasons.

The ask was £250,000 for 25% of the company, an implied valuation of £1M.

No deal. Every dragon declined, and Style Bible 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 Style Bible?

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

Did Style Bible get a deal on Dragons’ Den?

No. Style Bible pitched the dragons but left Season 2 without a deal.

What season of Dragons’ Den was Style Bible on?

Style Bible appeared in Season 2, Episode 2, which aired 22 November 2005.

How much was Style Bible asking for on Dragons’ Den?

The founders asked for £250,000 for 25% of the company, a £1M 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.