The return of Dragons' Den to BBC One has sparked a fierce debate among viewers, with many branding the latest episode's opening pitch as "the most ridiculous ever" and calling for the show to be pulled off air. The 23rd series of the iconic business programme, which features entrepreneurs pitching to investors Peter Jones, Deborah Meaden, Touker Suleyman, and Steven Bartlett, premiered on Thursday night to mixed reactions.
A Controversial Pitch Divides Opinion
Chloe, founder of maximalist accessories brand Hat and Spicy, appeared on the show seeking £50,000 in exchange for a 15% stake in her business. Her London-based venture, established in 2022, transforms pre-loved hats into unique handmade headwear, with pieces selling for an average of £250 each.
The entrepreneur presented her financial trajectory, revealing a turnover of £7,122 in her first year, followed by £25,000 in 2023, and £30,626 in 2024. Despite these figures, Chloe managed to secure a joint investment from Peter Jones and Touker Suleyman, walking away with £50,000 for 30% of her business.
Viewer Backlash Erupts on Social Media
While the dragons were impressed, viewers at home expressed starkly different opinions. On X, formerly Twitter, one critic wrote: '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.' Another added: 'Is this really the best the UK can invent.'
Further criticism included comments describing the show as 'a parody of itself' and the pitch as 'probably the most ridiculous thing they've ever had in the den.' However, not all feedback was negative. Supporters praised Chloe's presentation, with one viewer calling it a 'knockout' pitch and others complimenting the hats as 'fabulous.'
Sara Davies' Departure Leaves Void
The episode also highlighted significant changes to the Dragons' Den lineup. Sara Davies, who joined the show in 2019, announced her departure in March 2025 to focus on her role as CEO of Crafter's Companion. In an Instagram post, Davies explained her decision, stating: '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.'
She emphasised the commitment required behind the scenes, noting: 'Being a Dragon requires so much dedication and time behind the scenes as you join the life of each business you invest in. It's so much more than a TV show.' Davies will appear in the second half of the current series before stepping away.
New Faces and Fan Reactions
The show introduced guest dragons including beauty entrepreneur Jenna Meek, CEO of REFY Beauty and founder of SHRINE, alongside other notable figures such as Gary Neville, Emma Grede, Joe Wicks, Trinny Woodall, Tinie Tempah, and Susie Ma.
Viewers quickly took to social media to express their disappointment over Davies' absence. Comments included: 'Where has Sara Davies gone. She was my favourite dragon #dragonsden,' and 'This is really missing Sara Davies. There doesn't seem to be any chemistry without her.' Others simply asked: 'Where's Sara?' or noted: 'It's been 30 seconds, I miss Sara Davies already.'
Dragons' Den continues to air on BBC One at 8pm on Thursdays, with episodes available for streaming on iPlayer. The show's blend of entrepreneurial drama and investor scrutiny remains a talking point, even as it navigates viewer criticism and lineup changes.
