Partner Article

London-based Dragons’ Den reject set to hit £1.2 million sales

Innovative entrepreneur Tom de Pelet, who invented the world’s loudest bicycle horn, is set to hit sales of £1.2 million this year despite being rejected by investors on Dragons’ Den.

Tom, 36, appeared in last night’s episode, in which all four Dragons, Deborah Meaden, Duncan Bannatyne, Piers Linney, Peter Jones and Kelly Hoppen, rejected his idea for a patented Hornit bicycle horn.

According to the Evening Standard, in the 10 months since Mr de Pelet filmed his Dragons’ Den appearance, turnover of the horn and his new mini Hornit, for children’s bikes and scooters, hit £500k. This year, he expects to reach £1.2 million in sales.

Tom, who is from Barnes, was inspired to design the £30 gadget after years spent cycling to law school in Bloomsbury and later to his City job.

He said: “I had so many near-misses while commuting and Ironman-training on London’s streets, and one frustration kept popping up: if a driver hasn’t noticed me and I’m in danger, I need something to make them see me.”

Mr de Pelet quit his law job in 2011 and invested £60k in savings to design, trademark and produce the horn.

He said: “Being in the Den was a mixture of fear, terror and enjoyment,” he said. “You put your life and soul into your business and the programme has the potential to turn it and you into object of ridicule in a few moments. But with hindsight, the outcome of my encounter with the Dragons could not have been better.”

This was posted in Bdaily's Members' News section by Ellen Forster .