Dragons' Den viewers rip into 'most ridiculous pitch EVER' as they blast BBC for 'turning the show into a parody of itself' and fume 'pull the plug!'
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Dragons' Den viewers ripped into the 'most ridiculous pitch ever' as they blasted the BBC for 'turning the show into a parody of itself' and fumed 'pull the plug!'
The 23rd series of the popular TV show, which sees aspiring entrepreneurs pitch their business idea to Peter Jones, Deborah Meaden, Touker Suleyman and Steven Bartlett, returned to our screens on Thursday night.
Founder of maximalist accessories brand Hat and Spicy, Chloe, appeared on the programme to ask for £50,000 in exchange for 15% of her business.
Her business, which she set up in 2022 and runs solo from a studio in London, transforms pre-loved hats into one-of-a-kind handmade headwear.
She explained that her turnover in the first year was £7,122, then in 2023 it was £25,000, followed by £30,626 in 2024.
Chloe's hats sell for on average £250 and explained: 'That's hopefully the market that I want to be getting into.'
Dragons' Den viewers rip into 'most ridiculous pitch EVER' as they blast BBC for 'turning the show into a parody of itself' and fume 'pull the plug!'
Founder of maximalist accessories brand Hat and Spicy, Chloe, appeared on the programme to ask for £50,000 in exchange for 15% of her business
She managed to impress Peter Jones teamed up with Touker Suleyman (pictured) for a joint investment - and went away with £50,000 for 30% of the business - but not all viewers were as impressed as them
She managed to impress Peter Jones teamed up with Touker Suleyman for a joint investment - and went away with £50,000 for 30% of the business.
However, those watching at home certainly weren't buying it.
One brutally said on X: 'So first one in on new series, absolute c**p, bloody stupid hats, Dragons all sitting there looking ridiculous, Pull the plug on this one now.'
'Is this really the best the UK can invent.'
'Another show that started good... but now is a parody of itself! #dragonsden.'
'This is probably the most ridiculous thing they’ve ever had in the den.'
But others loved the pitch.
'The #DragonsDen pitch from Chloe Messer of Hat n Spicy was knockout - and so happy to see Chloe get the deal with @dragonjones and @toukersuleyman ... Brilliant start to @BBCdragonsden tonight...'
The first episode of the new series definitely got people talking on X, formerly known as Twitter
'I want @deborahmeaden's hat!'
'Those hats were fabulous tho!! #dragonsden.'
'What a beautiful young girl. Hats off to her. #dragonsden.'
That wasn't the only thing that got people talking on Thursday night.
Peter, Deborah, Touker and Steven were joined by a new face in the studio - beauty entrepreneur Jenna Meek - the CEO of REFY Beauty and founder of SHRINE.
Back in March 2025, Sara Davies - who joined the show in 2019 - revealed that she had quit the programme.
Sara posted a video of several shots of her on Dragons' Den to Instagram with the caption: 'Little update from me…
'As this last run of Dragons’ comes to an end I have to say I’ve loved every minute of this series so far and I’m so proud of the businesses I’ve invested in this year!
Back in March 2025, Sara Davies - who joined the show in 2019 - revealed that she had quit the programme
Beauty entrepreneur Jenna Meek, who is the CEO of REFY Beauty and founder of SHRINE, appeared on the episode
'As a lot of you will know, I’ve taken up my position again as CEO of Crafter’s Companion and my business is my big priority this year.
'And when I commit to a business, I really commit, which is why I find Dragons’ Den such a rewarding role.
'As well as filming an incredible show, being a Dragon requires so much dedication and time behind the scenes as you join the life of each business you invest in.
'It means seeing through your investment and committing to your part in that organisation.
'It’s so much more than a TV show. That’s why I’ve taken the decision to step away from the Den for now, to focus on my own business, which was my first baby!
'So I won’t be filming with the team this year for the next series.
'Sending so much love to my fellow Dragons and the amazing team behind it all.
'In the meantime, you can still catch me in the second half of this series of Dragons’ Den later in the year – it will not disappoint!'
Many took to X, formerly known as Twitter, to share how they missed Sara Davies on their screens
So now they will be joined by guest Dragons Gary Neville, Emma Grede, Joe Wicks, Trinny Woodall, Tinie Tempah and Susie Ma.
Viewers took to social media to share how much they missed her.
'Where has Sara Davies gone. She was my favourite dragon #dragonsden.'
'I miss Sara #dragonsden.'
'This is really missing Sara Davies. There doesn’t seem to be any chemistry without her.'
'Where’s Sara??'
'What do you mean Sara Davies has left??'
'It's been 30 seconds, I miss Sara Davies already.'
Dragons' Den airs Thursdays on BBC One at 8pm and is available to stream on iPlayer.
