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Affiliate links · Last verified 2026-05-21 · 🌍 Outside the US? Amazon and eBay will redirect you to your country's local store automatically.
The Story
Bra-fitting service
The Pitch on Dragons' Den UK
Optifit appeared on Dragons' Den UK (Series 11, Episode 4) in 2013. Sue McDonald, Linda Birtwhistle and Atul Khanna pitched the product to the Dragons. No deal.
Where they are now: Optifit's pitch failed due to the dragons' disbelief that women would measure themselves every time they buy a bra. Dissolved by 2025. Status: Dissolved (2025).
Frequently Asked Questions
Is Optifit still in business?
Optifit's pitch failed due to the dragons' disbelief that women would measure themselves every time they buy a bra. Dissolved by 2025. Status: Dissolved (2025).
Who founded Optifit?
Optifit was founded by Sue McDonald, Linda Birtwhistle and Atul Khanna.
Did Optifit get a deal on Dragons' Den UK?
Optifit pitched on Dragons' Den UK but didn't strike a deal: No deal.
Related from Dragons' Den UK
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