Miss Fit boss battles Theo Paphitis in the Den

Miss Fit UK founder Nikki Hesford joined battle with Boux Avenue owner Theo Paphitis about the fuller cup market, when she entered the Dragon’s Den over the weekend.

The BBC 2 programme, which aired last night, saw Hesford go in front of the panel to seek funds for her new business, Big Bra Bar, which specialises in lingerie, clothing and swimwear for the fuller busted ladies.

However, she failed to receive investment after Paphitis announced her business idea was not viable.

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Paphitis said: “You can grade a bra up to DD, the same fabrication. The moment you go over DD, the cost of manufacturing goes up, your margin gets hit, it’s a totally different bra. You are not going to make the numbers that you think.”

The discussion continued on Twitter over the weekend, with Hesford tweeting to the Dragon: “@TheoPaphitis We manufacture our own lingerie at UK factory, cost isnt higher – didnt get chance to explain that.”

Hesford complained that her response to Paphitis’ criticism wasn’t aired and that, because the name of the company she was pitching – Big Bra Bar – for was not mentioned, the audience would confuse it with her existing business, Miss Fit UK.

She later tweeted: “For anyone confused, I was pitching The Big Bra Bar *NOT* Miss Fit UK – only been trading a few months hence turnover #dragonsden.

“All we ever wanted was a bit of primetime coverage, the only thing missing was the name of the business!”

The business owner also stated that two hours in the den had been condensed down to two minutes and that a lot of the good comments didn’t make it through the cut.

Read the transcript of the meeting below:

Nikki Hesford: “The business was formed after realising that there was a need in the market for lingerie, clothing, swimwear, everything for ladies with big boobs.”

Dragon Duncan Bannatyne: “What you are saying is that all the big brands of lingerie are missing the point.”

Nikki Hesford: “As far, as I am aware there is only one brand in the world manufacturing clothing for big busted ladies.”

Dragon Deborah Meaden: “So can you give me some insight into your trading figures?”

Nikki Hesford: “So far, we have turned over just short of 30,000.”

Dragon Deborah Meaden: “Nikki, you are desperate to talk to the dragon to my right.”

Dragon Theo Paphitis: “You are obviously very passionate, but why do you think a lot of people stop at DD?”

Nikki Hesford: “Because it is obviously the safer market.”

Dragon Theo Paphitis: “You can grade a bra up to DD, the same fabrication. The moment you go over DD, the cost of manufacturing goes up, your margin gets hit, it’s a totally different bra. You are not going to make the numbers that you think.”

Click here to view the episode.

 

 

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