Dragons’ Den success lands £25m deal in just three months – cast made ‘excellent profit’


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Peter Moule entered the Den in 2007 and secured £150,000 investment for his simple electrical accessory called ‘Chocbox’. Despite the delicious-sounding name, Chocbox was far from a Cadbury’s creation, instead, this ingenious invention is a patented plastic box designed to safely store electrical wires.

In the den, a deal was comfortably secured with two dragons, Duncan Bannatyne and James Caan, offering a £150,000 investment in the business for a 36 percent stake.

The investment saw almost immediate pay-offs, with a sales deal worth £25million being secured shortly after.

As Dragons’ Den has returned for its 20th series, it has got the public wondering, have any of the ingenious and inventive ideas from the reality television program ever been a success story.

The team at Betway have been asking the same question, and so have taken a look back through the years to reveal the best creations to come from the show.

READ MORE: ‘Anyone can pop in’: New tool shows free warm spaces near you offering heat and hot drinks

As the initial sale helped to make Moule a millionaire just three months into his partnership with the Dragons, it is no surprise it has been coined of the best inventions from the show.

Both Duncan Bannatyne and James Caan still consider to be one of their best investments from during their respective stints on the BBC series.

His £1 gadget was expected to sell five million units per year in 152 countries during the five-year deal.

The Chocbox eliminated the need for untidy and potentially-dangerous electrical tape.


Mr Moule signed a deal with GET Plc, one of Britain’s biggest importers and distributors of electrical accessories.

It granted the company exclusive international distribution rights to the Chocbox in the 152 countries it supplies.

The deal was based on a conservative estimate of five million sales a year – but Mr Moule estimated annual sales of £100million are possible.

Caan described it as his favourite investment, last year telling investors: “It’s rare in the den that an entrepreneur comes in with an existing, high-performing business. Peter Moule’s business was already generating excellent revenue.

“For me, it was a no brainer and it really paid off. I helped Peter secure a multi-million-pound order with a German company who loved the product. They signed an exclusive three-year deal, and that contract was a game-changer for the business. After three years, I was able to sell my stake with an excellent profit.”

Dragons’ Den is available to watch on BBC iPlayer.

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