Alex Street, a father of two from Derbyshire, made waves on Dragons’ Den 

when he walked away with a £50,000 investment from entrepreneur Sara Davies during Thursday night’s episode. 

Pitching his football jersey subscription business, the Mystery Jersey Company, to the panel of seasoned investors, Alex captured Sara’s interest despite a few missteps in his presentation.

A Pitch Worth Remembering

Alex’s Mystery Jersey Company offers football fans a chance to receive unique jerseys through monthly subscription boxes priced at £29.99. 

Entering the den, Alex hoped to convince the Dragons — Sara Davies, Peter Jones, Steven Bartlett, Deborah Meaden, and Touker Suleyman — to back his business. 

His pitch, though heartfelt, hit a stumbling block when he couldn’t answer critical questions about customer retention and acquisition rates.

Sara Davies candidly told Alex he had made “a dog’s dinner” of his numbers but decided to take a chance on his vision, particularly after expressing how much her sons would enjoy the subscription boxes. Her £50,000 investment secured her a 10% stake in the company, with a condition: she wanted her money back within 18 months.

Keeping a Big Secret

In an interview, Alex revealed the challenges of keeping his deal under wraps for months after filming. “I’ve had to keep this massive secret for so long, and it’s been really tricky,” he shared. “I’m almost relieved it’s out there now.” The episode, filmed at Old Granada Studios in Manchester, aired roughly six months after the pitch.

Behind the Scenes in the Den

Alex described the hours of preparation leading up to his pitch, including multiple rehearsals with the production team. The wait, combined with nerves, left him feeling exhausted before he even stepped into the den. “The nerves were building up, and the pressure was on,” he recalled. However, the support from the production crew, including a reassuring makeup artist named Debbie, helped ease some of the tension.

Drawing on years of watching Dragons’ Den, Alex aimed to stay authentic. “I decided to shoot from the hip and just be myself,” he said, acknowledging that while he didn’t present the polished image some entrepreneurs do, his passion for the business shone through.

Sara Davies’ Support

Sara’s encouragement during the pitch left a lasting impression on Alex. “She could see I was stumbling a little and said, ‘Go on, you’ve got this,’” he said. “It was so lovely and made me feel really warm inside.” Her investment marks a pivotal moment for the Mystery Jersey Company, which Alex founded as a tribute to his late father.

Since filming, Sara’s team has worked closely with Alex to finalize their partnership. The collaboration has already led to significant growth opportunities, including a revamped website proudly displaying a banner proclaiming the company as “Dragons’ Den-approved.”

Sharing the News

Alex hosted a watch party for the episode, where his family and staff learned about the investment for the first time. “Even my daughter didn’t know!” he said, emphasizing the difficulty of keeping such exciting news a secret.

Preparing for Success

In the days leading up to the episode’s airing, Alex and his team focused on preparing for the expected surge in interest. “You’re trying to get things ready, make sure your stock is in order, and your socials are good,” he explained. The attention has already translated into a wave of new orders, with Alex and his team committed to delivering top-notch customer service.

A Growing Network

Since the show, Alex has joined a retreat hosted by Sara Davies, where he connected with other entrepreneurs who have benefited from her investments. Among them was Derry Green, founder of The Secret Garden Glamping, who offered Alex valuable advice on navigating the post-Dragons’ Den spotlight.

Looking Ahead

The Mystery Jersey Company is embracing its newfound success, with Alex expressing excitement for the future. While reflecting on the intense and emotional journey of pitching on national television, he remains focused on his ultimate goal: sharing his passion for football and unique jerseys with fans across the UK.

Alex’s story is a testament to perseverance, authenticity, and the power of a well-timed opportunity. With Sara Davies’ support and guidance, the Mystery Jersey Company seems poised for significant growth in the months to come.

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