Dragons' Den 2015: Fridja is the product we really want to own from episode one

This clothes steamer could make all your ironing woes go away
Dragons Den is back to offer more investments to hopeful businesses (Image: BBC)
BBC
Ben Travis12 July 2015

Dragons' Den is back for another year, bringing plenty more exciting investment opportunities with it.

In Episode 1 of the latest series, there was one product that stood above the rest as the one we’d really want to own. It’s called Fridja, and it’s a clothes steamer.

Desirable: Fridja
Fridja

OK, so a steamer sounds like the sort of thing that only Alan Partridge could get excited about, but Ben Fridja’s pitch to the Dragons was actually pretty convincing. When he demonstrated the product, we immediately began daydreaming about the possibility of a wonderful future – one where we never had to iron a piece of clothing ever again.

Upon pointing the Fridja nozzle at a crinkled-up dress, it zapped away all the creases within seconds – if that’s not living the laundry dream, we don’t know what is.

For a product that’s inherently not cool, Fridja have made an impressive attempt at giving their clothes steamers the iMac treatment, coming in an array of vibrant colours and a smooth-finished design.

We won’t let slip whether or not the Dragons decided to invest, but from this side of the TV screen the Fridja steamer looked like a steal - £100 a pop, for the priceless prospect of ditching the ironing board for good.

Best tech gifts for dad - in pictures

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BBC Two, Sunday, 8pm

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