Birmingham-based entrepreneurs Brendon and Jaydon, the brothers behind the rapidly growing seasoning and sauce brand Lumberjaxe, have secured a £90,000 investment for 20% equity from guest Dragon Emma Grede on BBC One’s Dragons’ Den.
The brothers’ emotional pitch captured the hearts of both the Dragons and viewers, with Brendon visibly moved as he discussed their journey of struggle from humble beginnings. Jaydon, hailed by the Dragons as one of the brightest 21-year-olds to ever grace the Den, impressed the fiery 6 with his business acumen and vision for the future.
Founded with just £100 each in their kitchen, Lumberjaxe has now become a standout name in the competitive BBQ market, with over 70 stockists and a turnover of £150,000.
“We couldn’t be happier with the outcome,” said Jaydon. “Emma’s investment and mentorship are a game-changer for us. Her support and guidance will help us elevate our brand and make our vision a reality. Our goal has always been to cook up good times while bringing people together through food, and now, with her backing, we can make sure this goal reaches even more people.”
The pitch not only impressed the Dragons with its rapid growth but also resonated deeply with Emma Grede, who is renowned for her involvement in global brands.
Emma said: “Brendon and Jaydon are exactly the type of founders I like to back, self-starters with a super clear vision and a best-in-class product. The fact that they have brought Lumberjaxe this far with so little aside from ambition and hard graft, tells me everything I need to know. We’re going to build a food brand customers will love and enjoy every day with distribution all over the U.K. and that’s just the beginning.”
Their focus is now on expanding into major retail chains and increasing their online presence.
“The whole experience in the Den was emotional, but it confirmed our belief in what we’re doing,” said Brendon. “We hope our story can inspire others to take the leap and pursue their passions, no matter where they start.”