Dragons’ Den viewers were left scratching their heads after Sara Davies invested in a football shirt mystery box business tonight – despite the founder making a “dog dinner” out of her numbers.
AFC Wimbledon co-founder and supporter Alex Street went on the BBC show hoping to secure a £50,000 investment for a 10 per cent equity stake in his company, Mystery Jersey King.
The company works through a subscription service, which costs £29.99 a month including delivery, where they send football fans a mystery shirt each month which can come from anywhere in the world.
He said this allows them to grow their T-shirt collection while also giving them the opportunity to get new T-shirts at a discounted price.
He started the business with Jamie King while they were in lockdown when they were put on leave and had more time on their hands. The duo soon moved into an office the same year as the launch and now has four full-time employees.
Alex said they have since racked up more than £1 million in sales revenue, before giving each of the Dragons their own mystery box, which they all seemed to enjoy.
Sara said excitedly: ‘My children would love this. I can see it, it’s brilliant.’ However, she didn’t seem at all impressed when Alex couldn’t answer many of her questions.
The businessman, who recently lost his father, said they currently have 700 subscribers, meaning they earn just under £21,000 a month.
Dragons’ Den viewers were left scratching their heads after Sara Davies invested in a football shirt mystery box business tonight – despite the founder making a “dog dinner” out of her numbers.
However, Sara wanted to know the customer retention rate and how many new buyers are purchasing subscriptions.
Alex said, “Those are good questions,” to which the Dragon replied, “Those are great questions, that’s why I’m sitting in this chair, buddy.”
But while Peter Jones, Deborah Meaden, Steven Bartlett and Touker Suleyman bowed out due to his lack of knowledge, even joking that his business was shrouded in mystery, Sara strangely decided to make him an offer.
The businesswoman said she would give him all the money but wanted a 15 percent stake instead of the 10 percent he asked for.
However, he said he would drop to 10 as long as he made his investment within 18 months, a risky offer that surprised the other Dragons.
Sara said, “I think that’s fair and reasonable considering the absolute dog’s dinner you’ve made of your numbers today.”

AFC Wimbledon co-founder and supporter Alex Street (pictured) went on the BBC show hoping to secure a £50,000 investment for a 10 per cent equity stake in his company, Mystery Jersey King.

The company works through a subscription service, which costs £29.99 a month including delivery, where they send football fans a mystery shirt each month which can come from anywhere in the world.








Reaction: Alex decided to accept his proposal, much to the dismay of viewers, with one commenting that he had “clearly lost his temper.”
Alex decided to accept his proposal, much to the dismay of viewers, with one commenting that he had “clearly lost his temper.”
Another wrote: ‘What? Was Sara still mad about chocolate cocktails giving a reasonably valued investment to someone with no numbers? Wild scenes, but I can’t not be happy for him!’
A third said: “Sara must be crazy making him an offer.” A fourth commented: ‘Know your numbers before you go on the show, simple.’
Alex said he wanted a Dragon to “open doors” and help take the business to the next level with expert help.
Alex revealed that in the first year, the company turned over £365,000 with a net profit of £62,000. In the second year, they turned over £688,000 with a net profit of £62,000. He then said that in the third year they turned over £672,000 with a net profit of £95,000.
Sara said she would give him a “lifesaver” because she thought he was a “great guy.”
He added: “I totally agree with everything other Dragons have said.”
“If you don’t know your numbers, this is a really risky business because I’m investing my money in you and I don’t know if you know how you’re going to give me a return as an investor.”

Alex said this allows them to grow their t-shirt collection while also giving them the opportunity to get new t-shirts at a discounted price.
After Alex accepted the offer, he left the Den feeling happy and confident enough to ask Steven for a couple of Soccer Aid tickets, which tickled the Den.
Sara said: “He just needs a little help and he needs to get in touch with a good accountant.”
“I can’t wait to tell the kids that I’ve invested in a soccer jersey company,” added the Dragon.
Alex said Sara was his “bright light” and seemed delighted that she “believed” in his plans.