Published: 30 November 2023
Series 21 of Dragons’ Den sees Gary Neville and Emma Grede Den heavyweights Peter Jones, Deborah Meaden, Touker Suleyman, Sara Davies, and Steven Bartlett as the first ever Guest Dragons and they’ll be sitting alongside them the new series of the BBC One primetime show.
Ready to invest in businesses of the future, the Dragons are pictured inside the Den, with the striking backdrop of the Manchester skyline at dusk.
Gary and Emma will feature in special Guest Dragon episodes in series 21, which is set to air on BBC One in 2024.
Key Dragons’ Den stats and facts
- The first episode of Dragons’ Den premiered on 4 January 2005.
- There has been a total of 19 Dragons since the series began.
- Peter Jones is the longest serving Dragon in the world, having been on the show since the first series and taking part in all 21 series. He has also appeared as a guest on Shark Tank, the US version.
- Deborah Meaden is the Den’s second longest serving Dragon after Peter Jones, having joined in Series 3
- To date, there have been 415 pledges of investment in the Den
- Over £32 million has been invested in businesses since the series began.
- In series 21, there were £2.3 million pledges of investment.
- There have been 226 episodes of Dragons’ Den, and 14 new episodes coming in the 21st series.
- Almost 1500 businesses have entered the Den since series 1.
- Over 1,990 entrepreneurs have entered the Den since the series began.
- It’s not only entrepreneurs who enter the Den, a wide array of animals, including horses, dogs, pigs, chickens, guineapigs and falcons have entered the Den over the years.
- There has also been an eclectic variety of vehicles come into the Den: miniature Cars, tuk-tuks, bikes, food trucks, submarines, vans, motorbikes and even miniature tanks.
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Meet the Dragons and Guest Dragons
About Peter Jones
Peter Jones, CBE, is one of Britain’s leading and best-known entrepreneurs, owning a portfolio of businesses ranging from technology and fashion to food and publishing. He is also the longest serving Dragon in the world having been in the Den since the very first UK series in 2005.
Peter’s business career started at the tender age of 16 when he set up his own tennis academy. He went on to start his own computer business at 17, while studying A-Levels at school, which enabled him to become a millionaire at just 21 years of age. He has gone on to become one of Britain’s’ best-known entrepreneurs with a wide-ranging business portfolio of over 35 companies under his PJ Investment Group. He is currently a recurring guest “Shark” on Shark Tank in the US and has now become recognised as “Mr Global” due to his global business interests.
Peter launched the Peter Jones Foundation in 2005 to help and support young people because of his belief that “every young person has the potential to achieve great things and deserves the right to a brighter future”. His Foundation delivers world class education through his Peter Jones Enterprise Academy network and runs the Tycoon in Schools initiative where of thousands of young people are given a financial loan to help start their own business whilst at school. In 2009, Peter was awarded a CBE by Her Majesty the Queen for Services to business, enterprise and charity.
Total pledged to invest in the Den – over £6.5m.
Investments include:
- Wonderland Magazine (S1, pop culture magazine)
- Levi Roots Reggae Reggae Sauce (S4, Caribbean Sauce)
- The Tiny Box Company (S6, online gift packaging)
- Solar Buddies (S20, child-friendly sunscreen applicator)
Q&A with Peter
You are the longest serving Dragon and this will be your 21st series, what keeps you coming back?
I can’t think of any other TV show that has so much positive impact on people’s lives. To have the opportunity to listen and hear about someone’s business idea and dream, and be able to invest and help them make those dreams a reality is extremely special. I’ve been lucky enough to have sat through over 1,000 pitches on Dragons’ Den and still, even to this day, I get excited as soon as those lift doors open.
What do you think keeps Dragons’ Den relevant?
Because it’s real. To be able to watch and listen to how people pitch their business idea, at the same time listen to the feedback and interrogation from the Dragons that follows can be incredibly enlightening. So many business lessons in such a short space of time. It’s very competitive too and that’s so relevant in business.
What can audiences expect this series?
It’s a landmark year in that we have Guest Dragons joining the Den for the first time. It’s going to be different and as competitive as ever. There are so many great investments this series and that means the Dragons are having to fight amongst themselves in order to win an investment.
Have you spotted any business trends?
More and more people since the pandemic are focussed on building online businesses and building a brand. We have definitely seen that trend in the Den.
What advice would you give to budding entrepreneurs in the current economic climate?
There’s never been a better time to start a business. The ability to create a business from a seed of an idea, develop a product or service and sell it online all over the world is a lot easier than ever before. The speed at which you can go from concept to development and ultimately selling has been reduced to weeks with the advent of global ecommerce.
What can the viewers look forward to in this series of Dragons’ Den?
Two new Guest Dragons which makes it even more competitive as I now have five Dragons to compete against instead of four. There are so incredible businesses this year so there’s no lack of fire breathing in the Den from the Dragons as we compete to invest.
What kind of business are you looking for in the Den?
Any business where I can add value and help bring it to life. If the person standing in front of me is someone I want to work with, and they also have a great idea which I know I can make better then I’m IN”!
Why do you think people still enjoy the show?
Because if you are looking to start a business, work for a company or have a business of your own it’s easy to relate to watching someone pitch an idea asking for help or investment. Dragons’ Den is a show that is so relatable and inspiring. It’s also very educational – you learn so quickly, from watching the show, how to and how not to win in business.
Are there any general trends in the type of business that are pitched to you?
Every pitch is so different so I wouldn’t say there are certain types of trends. The person pitching is the most important aspect because if they can capture your attention and imagination in the first five minutes, they are more likely to get an investment.
Dragons are known for being strong and fierce, do you think strength is the most important trait for a business person?
There’s no doubt you have to be strong to be successful because starting and running a business is tough. There will be times when no one wants to talk to you about your idea, obtaining the money needed to start or continue isn’t easy and if you’re not strong enough to keep going when things get tough then it’s not going to end well. Whilst Dragons are known for being strong and fierce, I would say I was more determined than strong and more honest and straight talking than fierce.
About Deborah Meaden
Deborah Meaden is the Den’s longest serving Dragon after Peter Jones, having joined in Series 3. Not only is Deborah a business leader and author, she is also well known for her environmental pursuits.
Deborah supports ethical, fair practice both in business and in life; believing that taking care of the environment and wildlife is essential for our future security and wellbeing. She is actively involved in a carefully selected group of environmental charities; she is a fellow of the WWF, a trustee of Tusk Trust, an ambassador for the Marine Conservation Society, World Horse Welfare and the RSPB amongst others. She is also a Visionary for Compassion in World Farming (CIWF).
Deborah is the host of popular podcast, The Big Green Money Show. Alongside co-host, Felicity Hannah, Deborah has investigated the impact that big and small businesses are making on the planet and how sustainability can be an opportunity not just a perceived inconvenience.
In 2023 Deborah published children’s book ‘Why Money Matters’: an accessible guide to the world of money for 6 to 9 year olds – it became an instant best seller.
Total pledged to invest in the Den – over £5.5m.
Investments include:
- Dock and Bay (S15, quick drying beach and travel towel)
- Marxman (S14, non-permanent DIY marking tool)
- Solar Buddies (S20, child friendly sunscreen applicator)
- Get Fussy (S19, eco refillable deodorant)
- The Little Loop (S19, online store to buy, swap and rent children’s clothing)
- Hope and Ivy (S14, contemporary British Fashion brand)
- Rehook (S17, innovative bicycle tools)
Q&A with Deborah
You are very interested in green and sustainable businesses, are you hoping to see more entrepreneurs who make those objectives their top priority, in this series?
Absolutely, a dream business for me is one with a great solution to help people and planet, headed up by a great team…but I am also interested in businesses at the start of their sustainable journey…I just need to believe they want to improve their impact.
How do you think the show has changed and adapted throughout the years?
People might think Dragons’ Den hasn’t changed but it has and in quite significant ways…which is right because business is people and the way we live and work changes. I definitely think it reflects the more relaxed business style….we see more laughter and chat between the Dragons, obviously a big shift towards IT and web-based businesses and of course social media has changed the way we all tell our stories. And the big plus for me, everyone tackles their position on sustainability.
What advice would you give to budding entrepreneurs in the current economic climate?
Make sure you are clear on what value you offer. That doesn’t always mean the cheapest, it might mean the longest lasting, better quality, it might meant fairtrade or organic….tell your story to your audience so they understand why you.
What can the viewers look forward to in this series of Dragons’ Den?
Fun, fight, fantastic business and some not so!! Brilliant and brave entrepreneurs, lots of investments, support and advice and a few “never seen before “ moments, and of course the entrance of some smart, savvy Guest Dragons…frankly, a series not to be missed!!
What kind of business are you looking for in the Den?
Impact businesses that really have a reason to be, and which make things better; disruptive businesses with vision; and then of course the heart and head investments, when you just want to help good people make their businesses the best they can.
Why do you think people still enjoy the show?
Dragons’ Den is full of the ups and downs, humanity, inspiration and down-right craziness of life. It peels back the lid on business in all its creative glory, inspires people to start their own businesses and showcases people who have taken the plunge. It is totally intergenerational and everyone in the family has an opinion. I can hear them “ ooh….she won’t like that…or, this is one for Deborah!!”
Are there any general trends in the type of business that are pitched to you?
I definitely get pitched to when it comes to green business. Not surprisingly because I have been on about it for a very long time.
Dragons are known for being strong and fierce, do you think strength is the most important trait for a business person?
Business can be tough and every single one I have been involved in have had difficult moments and I think resilience and the ability to push through is very important. I also believe you have to keep yourself business-fit, that means giving it your all when you have to but also being able to re-charge and give yourself time when you can…no one can stay in peak performance all the time, ask an athlete!!
About Touker Suleyman
Touker Suleyman has 50 years’ retail and manufacturing experience and is best known as the owner of British menswear brand, Hawes & Curtis and womenswear label, Ghost. Touker joined the Den in Series 13.
After a false start in accountancy, Touker kicked off his retail career at the age of 18. He entered into a joint venture in a leather factory and soon after established a clothing manufacturer, supplying to some of the biggest names of the British high street.
Touker’s rise in the business world has not been without challenges. In the 1980s auditors identified significant debt behind one of his business ventures and he had six weeks to find £2 million. Unfortunately a potential investor pulled out, forcing the business into liquidation, and he had to start again from nothing.
Touker went on to build a thriving international clothing manufacturer which still sits at the heart of his businesses. He is also now a serial entrepreneur, backing seven retail and commercial property businesses. Touker has a keen interest in supporting start-ups and invests in a number of small British companies including Bikesoup (marketplace & store for pre-owned/new bicycles), Matchstick Monkey (baby teethers & toys) and Sonisk (on-the-go toothbrushes & dental care).
Total pledged to invest in the Den – almost £3m.
Investments include:
- Timberkits (S13, hand crafted wooden automata toys)
- Tru Tension (S15, tools & products for motorbikes and bicycles)
- Wool Couture (S15, British made range of crafting kits in knitting, crochet, weaving, macrame & embroidery)
- Gener8 Ads (S18, browser and app that allows users to earn from the data they share)
- Little Hoppa (S19, wooden baby furniture & eco-friendly toys)
- Mood Bears (S20, plush bears available in 8 emotions helping with children & adults mental health)
- Bobhead (S20, motorcycle apparel & protective wear)
- Pop-Up Games (S20, pop-up books that transform into familiar classic games)
Q&A with Touker
You have a keen interest in small companies and start-ups, were there any homegrown businesses that really piqued your interest in this series?
All of the ones that I made offers on! Seriously though, I had gone into the series looking for opportunities specifically in the pet space and was very impressed with those that were pitched.
Who is your biggest business rival in the Den?
Probably Peter – but I am competing with every Dragon for every pitch that I think is worthwhile pursing!
What advice would you give to budding entrepreneurs in the current economic climate?
Advice that I give every founder, whether the economic climate is good or not. Cash is king. Make sure you have a tight grip on cash coming in and going out and remember that rent is due Every. Single. Day.
What can the viewers look forward to in this series of Dragons’ Den?
Well for the first time we have some Guest Dragons which will be sure to inject some different energy to the line-up! Look out for the businesses that have battled through a tough recent economic climate and are ready to go to the next level.
What kind of businesses are you looking for in the Den?
Am always open to any opportunity on the show, but the key thing am looking for are founders who have the grit and determination to take their businesses to a higher level.
Why do you think people still enjoy the show?
The viewer base is getting younger and this reflects the enduring appeal of an entrepreneur pursing their dreams – something that I think resonates strongly with the show’s following.
Are there any general trends in the type of business that are pitched to you?
A lot fewer whose business models rely on subscriptions!
Dragons are known for being strong and fierce, do you think strength is the most important trait for a business person?
Key thing is that an entrepreneur has the conviction to stand by their belief (there is often a lot of outside noise) while being purpose driven that allows them to listen to others.
About Sara Davies
Sara Davies hails from County Durham and joined the Den in 2019 when she was just 35 years old – she was, at the time, the youngest-ever Dragon.
She founded Crafter’s Companion, a retail business specialising in crafting, 18 years ago from her bedroom at university. Spotting a gap in the market for an envelope-making tool for card makers, Sara invented one! With the help of her engineer Dad she got a local joiner to make them in MDF, and crafters bought them in their thousands, catapulting her business to success.
Sara’s company now turns over £34 million a year and employs more than 200 staff in UK, the US and across Europe. She is the recipient of over 25 business awards and in 2016 was recognised for services to the economy with an MBE in the Queen’s Birthday Honours list.
Total pledged to invest in the Den – over £2m.
Investments include:
- Willsow (S18, plantable children’s books)
- Easytots (S18, Baby weaning products)
- Mini First Aid (S18, child and baby first aid franchise)
- Kiddiwhizz (S20, compact unisex eco-toilet)
- Psychic Sisters (S20, spiritual wellness brand)
Q&A with Sara
Do you feel impressed by the pitches you’ve heard this series?
I definitely feel impressed by the pitches that we’ve seen in this series. I’m always amazed by each series of Dragons’ Den because just when I think that we’ve seen it all, something completely different or someone amazing walks through the doors that gets us dragons really excited.
The show is almost 20 years old but still manages to stay really fresh and unexpected and I think that it’s testament to the dynamic business landscape that we have in the UK and the dynamic of the Dragons that makes it so watchable.
You started your own business when you were a student, how can today’s young entrepreneurs hit the ground running?
Well we’ve had our fair share of young entrepreneurs come through the Den doors too haven’t we!
I think being an entrepreneur is a mindset, and as long as you have enough drive, determination and heaps of passion, then you can accomplish anything you set your mind to.
What advice would you give to budding entrepreneurs in the current economic climate?
My top bits of advice for entrepreneurs would be to learn from your failures, diversify your business as much as you can, look out for great people to join you and finally, have faith in yourself.
What can the viewers look forward to in this series of Dragons’ Den?
One of our most out there pitches yet!
What kind of businesses are you looking for in the Den?
I always tend to go for a business I can get excited about and more often than not it’s a great entrepreneur who can do that for me. If you have a mediocre product but a phenomenal entrepreneur with passion in abundance and lots of business acumen, then you’re going to want to work with them because you know that they’re going to put their heart and soul into it and be great to work with.
However, you could have an exceptional product or service but if the entrepreneur just isn’t cutting it, it would put me off parting ways with my money.
Why do you think people still enjoy the show?
As I said before, people love Dragons’ Den because it has managed to stay fresh and interesting after so many years.
I also think it’s a great way to pick up some valuable learnings both from the dragons and the entrepreneurs themselves. I used to love watching the show in my uni days because you’d just get pearls of wisdom from these top businesspeople.
I think that there’s a different generation of entrepreneurs or people wanting to take the plunge in starting their own business watching the show today probably getting some good insight into what running your own company entails.
Are there any trends in the type of business that are pitched to you?
This year, more than any other year, I felt that the businesses we saw had a real purpose. They were all, in their own ways, trying to change things for the better. The entrepreneurs that came to pitch were still focused on establishing profitable businesses but were also really trying to achieve some good in the world too. With everything that’s going on in the moment and the struggles that people are facing, I thought that it was really inspiring to see this as part of a lot of business models, goals and values.
Dragons are known for being strong and fierce, do you think strength is the most important trait for a business person?
I think strength is really important because running your own business is no easy task. People often think that someone who works for themselves must have it easy because they’re able to choose their own hours but the reality is that the entrepreneur is probably working 12+ hour days to make it work and might even be trying to fit it around their regular 9-5 job.
I also think that humility is a really important trait for a businessperson. As an entrepreneur, you have to admit your failings and know when to ask for help because being too proud to admit you’ve made a mistake can make or break your business.
About Steven Bartlett
Steven Bartlett is a British Entrepreneur, speaker, investor, author and the host of UK’s No.1 podcast ‘The Diary of a CEO’ – an unfiltered journey into the remarkable stories and untold dimensions of the world’s most influential people, experts and thinkers. Episodes of his podcast are available to watch on BBC iPlayer.
Steven joined the Den in Series 19 and became the youngest ever Dragon at just 28 years old. He is an accomplished investor in the health and wellness space with notable investments including Huel – one of the UK’s fastest growing e-commerce companies internationally (2021), Zoe – the personalised nutrition programme created by the world’s top scientists, and wearable technology brand WHOOP. Steven’s other investments focus on blockchain technologies, biotech, space, Web 3 and social media.
Known for his innovative and disruptive approach to social media marketing, Steven co-founded Flight Story – a marketing and communications company that works with leading brands. He has also launched his own private equity fund, Flight Fund, to accelerate the next generation of European unicorns.
Steven co-founded thirdweb – a software platform, backed by Shopify and Coinbase, that makes it easy to build web3 applications.
In 2023, Steven released his #1 Sunday Times best-selling book, “The Diary of a CEO: The 33 Laws of Business and Life”.
Steven is particularly focused on inspiring a new generation of entrepreneurs and creators from a BAME background and much of his work after winning the “British Black Entrepreneur of the year” award in 2018 has focused on disadvantaged schools and communities.
He has partnered with His Majesty’s Prison Service to distribute The Diary of a CEO podcast via their in-cell technology to educate and inspire young adults.
Steven has been listed on the Powerlist, which captures the most influential Black Britons and aims to celebrate the achievements of the most influential people of African, African Caribbean and African American heritage in the UK.
In 2023 Steven became an Advocate for Prince William’s charity, Homewards, spotlighting the positive role and impact businesses can have in demonstrating the possibility of ending homelessness in the UK.
Steven’s audience includes young aspiring entrepreneurs, creators, business leaders and high net-worth individuals.
Total pledged to invest in the Den – almost £2m.
Investments include:
- The Cheese Geek (S19,
- Russell and Atwell (S19, fresh chocolates)
- Botanycl (S20, plant based skin supplement)
- Perfect Ted (S20, Matcha energy drink)
Q&A with Steven
What can the viewers look forward to in this series of Dragons’ Den?
We’ve seen some incredible entrepreneurs come through the Den this series, who are passionate about their businesses and are determined to make a difference in the world. I’m looking forward to seeing what the response is, and who captures the attention of the audience.
What kind of business are you looking for in the Den?
I’m looking for disruptive businesses that are challenging industries, solving real problems, and have the potential to scale globally. I’m also interested in businesses that are led by passionate and ambitious founders who are natural storytellers.
Most recently I’ve been particularly excited about businesses within the health and fitness space, as well as across the Web3 and AI landscapes. However, I’m always open-minded and willing to back any business with a big idea and a great team.
Why do you think people still enjoy the show?
I think people still enjoy Dragons’ Den because it’s a show that celebrates entrepreneurship and innovation. People love to see how the Dragons interact with the entrepreneurs and each other. The competitive element makes for great television and it’s those moments where we are up against each other that can occasionally get a bit heated that adds another layer of entertainment for viewers. Ultimately, it’s a show that inspires people to follow their dreams and start their own businesses. It shows that anyone with a good idea and a lot of hard work can achieve success.
Are there any general trends in the type of business that are pitched to you?
Since speaking about my interest in the health and fitness space, I’m receiving more pitches from consumer products, cosmetics and supplements. I’m passionate about finding innovative and disruptive businesses within this space as it’s always evolving. There are some brilliant entrepreneurs out there who are finding new ways to succeed and cut through an intensely competitive market.
Dragons are known for being strong and fierce, do you think strength is the most important trait for a business person?
I think strength is definitely an important trait for a business person but I don’t think it’s the most important trait you must have – I believe adaptability and resilience are more important.
Starting and running a business is not easy. There will be ups and downs, so having the ability to bounce back from setbacks and failures is crucial – the most successful business people learn from their mistakes and come back stronger.
You have now been part of Dragons’ Den for three series, what has your experience been so far?
I still have to pinch myself sometimes, it’s an honour to sit alongside the other Dragons for a third series after watching Dragons’ Den as a kid for years. It’s been a privilege to be able to meet so many talented and passionate entrepreneurs, and be a part of helping them achieve their dreams.
Every day is a learning opportunity and I’ve gained so much insight as an entrepreneur myself in the past three series. The Den is a fast-paced and exciting environment. I’m interested to see who the audience is most interested and inspired by this series.
What do you look for in potential business partners?
I look for a few key things. Most importantly, passion and ambition – I ultimately want to partner with individuals and founding teams who truly believe in their own vision, who are excited to make a difference in the world and driven to succeed no matter what.
Within their industry, I also want to see that they have the potential to quickly fill five key professional buckets with my support – market knowledge, skill set, network, resources and reputation. Everyone that I believe has true potential to succeed in business and in some cases, change the world.
You’re the youngest ever Dragon in the show’s history, what fresh insights do you think young entrepreneurs can bring into the business world in the current economic climate?
We’re already seeing the distinctive differences in how generations view the world around them and how they want to show up, both in a personal sense but also within the economy, which will be interesting to see play out over the coming years.
Young entrepreneurs entering the market don’t see the limits of the digital world as generations before them did, combined with innate social responsibility, we’re beginning to see the impact of this reshaping other aspects of entrepreneurship, including how they approach growing and scaling a business. They want bigger and better solutions to real world problems and aren’t afraid to voice these concerns – disruption and challenging the status quo is giving them to the agency to not only keep ahead of the curve, but draw an entirely new one from scratch.
Despite the mood of the global economic climate, we forget that we’ve seen household name brands emerge out of these similarly uncertain periods. Learning to fail and adapt is an essential part of being an entrepreneur, particularly for the younger generation, this is a prime time to step into the marketplace and see if you can handle the heat.
About Gary Neville
Gary Neville is often seen as a footballing icon; achieving over 600 appearances for Manchester United, winning two UEFA Champions League titles, eight Premier League titles, three FA Cups and two League Cups whilst becoming England’s most capped right-back with 85 senior caps. Post-retirement, Gary transitioned into the world of media, becoming a highly-regarded commentator for Sky Sports. His analysis and presence have made him one of football’s leading broadcasters and his recent book on the state of the game was a Sunday Times Best-Seller.
Beyond the world of football and media, Gary is an accomplished businessman. Having started out as a property developer whilst playing for Manchester United in his early twenties, he’s since built a business empire with a portfolio that spans property, hospitality, education, media and sport. His Stock Exchange Hotel is one of the top hotels in Manchester, his University UA92 is disrupting a traditional model, his production company Buzz 16 has been a driving force behind his hugely successful YouTube channel “The Overlap” and his St. Michael’s project is one of the landmark property developments in Manchester City Centre. His journey from the football pitch to media and business is a testament to his relentless drive and passion, leaving a huge mark on multiple fronts.
Q&A with Gary
What about the show has surprised you most when you joined the Dragons?
I think the thing that really stuck out for me, was the actual length of the pitches! It really was a test of endurance, mainly for the entrepreneurs coming in and pitching their businesses to the Dragons but also the concentration span needed for the time was something I’d not thought about before. When you watch it on television, you recognise that the pitches are obviously longer than what is shown but the actual length of them was incredible.
I think what surprised me most other than that was the spirit of the Dragons and the togetherness and comradery. After filming on the first night and I was there as a guest, we all went out for something to eat together. This was something that the Dragons did after every filming day, they’d eat at the same restaurant at the same table and they’d built this incredible team spirit together. I knew they would all get on as people do when they’re doing television shows, but I didn’t recognise that it would be as close a team as it was.
You played for Manchester United prior to becoming a business leader, what advice do you have for those wanting to change career paths?
I think it’s becoming more and more normal particularly for the younger generation to want to change career paths and I think having that agility and flexibility in life is important. But also being bold and brave enough to do it and say that you’re going to move from one sector to another, or you’re going to move from one city to another or a different country. Sometimes we don’t like change, we tend to like stability, but I think now, in 2023 it’s a time where doing the same job for 20/30/40 years isn’t what happens anymore, the thought of it can almost drag your down so having the ability and choice to be agile with what you choose to do is really important.
Which Dragon is your favourite, and why? Do you have a rival in the Den?
Ahh this is a really difficult one! Do you know what, this sounds really ‘sitting on the fence’ punditry and I’d get kicked off television for punditry like this, not being able to name a favourite player of a favourite goal! But I am going to sit on the fence here because all of the Dragons, all in their own way I thought were just amazing with me. I really couldn’t have singled out any one of them. Every one of the Dragons brought something different to me, all giving different advice as they all see things in a different way and all very different characters and personalities. We all had a laugh together and it would be difficult for me to say who was my favourite!
I certainly had no rivals, I really felt I was very privileged and honoured to be in the company of the other Dragons in the den.
What advice would you give to budding entrepreneurs in the current economic climate?
My advice would be to retain your confidence and your belief in what you’re doing. Being an entrepreneur by the very nature of it means that you are courageous, and you take risks. Having played under Sir Alex Ferguson at Manchester United, he used to tell us every single game to take risks, he used to hate it when we were boring, and we weren’t attacking enough. He used to say get out there and express yourselves, take risks! Even if the game was difficult those principles and values never changed. Obviously, we have got a very difficult economic climate at this moment in time and it may be that you just have to pull back slightly in certain areas and investment and other things. But make sure you retain your confidence and your positive outlook in what you’re doing because that’s the last thing that should leave you.
About Emma Grede
Emma Grede is a British businesswoman, entrepreneur and philanthropist. She is the CEO and Co-Founder of Good American. Emma was named as one of America’s Richest Self-Made Women and America’s Richest Self-Made Women Under 40 by Forbes.
In October 2016, Emma launched Good American alongside Khloé Kardashian. What started out as the largest denim launch in history, Good American is now an iconic B-Corp certified brand, sold globally and largely credited with propelling the narrative for inclusivity throughout the fashion industry.
Emma went on to Co-Found SKIMS, a solutions-oriented brand creating the next generation of underwear, loungewear and shapewear, and is the Co-Founder of Safely, the plant-powered cleaning brand delivering clean cleaning products to the masses.
Emma got her start working in fashion show production, before founding and serving as CEO of ITB Worldwide, a talent management and entertainment marketing agency which she successfully sold and exited.
Emma’s passion for tangible change and progress through socially responsible and conversation-advancing work is consistently reflected in the culture of her teams and the businesses she builds. As an immersive leader, Emma continues to advocate for inclusive representation across industries, while finding opportunities to foster real change. Emma serves as Chairwoman of The Fifteen Percent Pledge and also as a board member of Baby2Baby.
Born and raised in London, Emma currently lives in Los Angeles and is married to Swedish entrepreneur Jens Grede; together they have four children.
Q&A with Emma
What attracted you to taking part in Dragons’ Den?
I have been watching the show for so many years (also my nan is an absolute super fan), so being able to come back to the UK as a Dragon to share my own experience with the budding entrepreneurs entering the Den is very exciting. What I’ve understood in my years in business is so much of it isn’t always about who has the best idea — it’s often who has who has access to the right opportunities. I’m looking forward to using this platform to support those entrepreneurs who may not normally get a chance to be in the room, in the conversation, and who may historically be locked out of more traditional funding opportunities.
What advice would you give to entrepreneurs looking to launch a successful Global business?
Nothing happens overnight, and you need to find purpose before you find success. Ask questions, work really hard, and don’t be afraid to say no if an opportunity doesn’t align with the overall goal for the business. Also think carefully about your role, follow your strengths, and build a smart team around you who are bringing different skills and experiences to the table. The more diverse your team, the stronger your business will be overall.
Do you think the entrepreneurs felt the pressure to pitch to you considering your current business partners? Either change to this Considering your success or cut it.
I hope they felt excitement rather than pressure! Ultimately, I think it’s about looking past the noise, finding a common ground and not letting those external pressures cloud your focus in that moment. When you’re in that room in front of the Dragons, it’s just you and them, and if a product or idea resonates, is well thought out, and the founder has that entrepreneurial and hardworking spirit, then that’s the most important thing.
What are you looking for in potential business partners?
Unwavering self-belief and an unmatched work ethic are integral. Being an entrepreneur is so difficult, especially at the beginning, and those two things really are the foundation for the most successful businesses. You can’t just have great ideas, you need to really know what you want, not be afraid to do things on your own terms, and have the drive to actually turn your idea into a business. I am looking for people who are passionate, not afraid to think big, and know their product and their audience.
What advice would you give to budding entrepreneurs in the current economic climate?
Stay focused, distractions and challenges will be inevitable in any business. I focus on making my mission and purpose a reality every day. There will always be moments that are rattling to every founder, but you need to be able to push through those times and stay focused on achieving your ultimate goal. Overcoming challenges will ultimately make you stronger as both as an entrepreneur and a leader.
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