BOSSES from two very different firms – LumberjAxe and Stashed – are set to face the Dragons.
Here we get to find out more about the sauce business and bike storage company, who put their cases forward on the popular BBC One show on Thursday, February 20, 2025.
Both businesses are coming in with their own unique products, hoping to wow Dragons Peter Jones, Steven Bartlett, Deborah Meaden, Sara Davies, and Touker Souleyman—and, of course, land some investment for their ventures.
LumberjAxe
LumberjAxe started with just £100 each and a dream—right from the kitchen table.
Brothers Brendon and Jaydon Manders, from Halesowen and Quinton, are stepping into the Dragons’ Den to pitch their seasoning and sauce business, hoping to impress the investors.
Their episode will give a behind-the-scenes look at their journey from humble beginnings to building a thriving brand.
What started in their family kitchen during 2020 has now grown into a business stocked in over 70 stores, turning over £150,000.
Before launching LumberjAxe, Jaydon worked at McDonald’s, while Brendon was a mobile barber.
But their real inspiration came from family gatherings around their grandad’s handmade brick barbecue.
Now, their premium food company, based in Birmingham, is bringing bold flavours to homes across the country.
In a post on Instagram, they wrote: “Growing up, we spent countless days surrounded by family and friends, where the heat of the grill and the smell of smoke always meant good food and good times.
“Those early memories ignited our love for real BBQ flavours inspired by American traditions.
[bc_video account_id=”5067014667001″ application_id=”” aspect_ratio=”16:9″ autoplay=”” caption=” Vet asks for backing for vegan dog food on Dragon’s Den” embed=”in-page” experience_id=”” height=”100%” language_detection=”” max_height=”360px” max_width=”640px” min_width=”0px” mute=”” padding_top=”56%” picture_in_picture=”” player_id=”default” playlist_id=”” playsinline=”” sizing=”responsive” video_id=”6368815079112″ video_ids=”” width=”640px”]“Fast forward to the pandemic, when two brothers, with little more than the fire in our bellies, set out to turn that love for BBQ into something we could share.
“Starting from humble beginnings, we rolled up our sleeves and embraced the grit and grind, learning every step of the way and pouring everything we had into each batch of our all-natural BBQ seasonings and sauces.”
Speaking ahead of the appearance, 22-year-old Jaydon said: “We started this business with a simple goal – to make cooking fun and accessible to everyone.
“Our products are all about cookin’ up good times, bringing people together and creating memorable experiences around the dinner table.”
The younger Manders brother won a Bill Gates award at school – and was named the most likely to become a millionaire.
While Brendon is married with five children.
The 31-year-old said: “We’ve come a long way and are keen to take our business to new heights.
“We can’t wait to share our journey with the viewers and see if the Dragons have an appetite for our business.”
From Smokehouse Beef to Hot Buffalo, all nine sauces and seasonings cost £5 each.
The Dragons’ Den special bundle, which includes six seasonings and three sauces, retails at £45.
Stashed
Elliot Tanner, founder of Wales-based Stashed Products, is also stepping into the Den to face the six fiery investors—an experience he says he’s “always dreamt” of.
He said: “I’d always dreamt of being on Dragons’ Den, but it was only when I received the filming date that it started to feel very real.
“Figuring out how to create a dream bike space in the Den took some puzzling and not for the first time, I wished I’d invented something smaller and more portable.
“Thankfully the production team were totally unfazed and handled the challenge with ease.”
Based in Powys, Stashed Products designs and manufactures premium bike storage systems and accessories, with their latest innovation being the SpaceRail Bike Storage System.
The clever design has rotating hooks on a sliding rail, allowing bikes to be stored closer together while still remaining easy to access.
The company launched in 2022 with the Ceiling Mounted SpaceRail, born out of founder Tanner’s own need to maximise storage space after the birth of his daughter.
His goal is to “store more bikes in less space”.
Since then, the product line has grown to include free-standing and wall-mounted systems, along with a range of accessories.
Reflecting on his time on the show, Elliot added: “My time in the Den is a bit of a blur, and despite weeks of annoying the family with my pitch.
“My mind emptied as I entered the Den. I struggled to remember my own name, let alone that of the business. But no spoilers, you’ll have to tune in to see how I did.
“We’re hosting our own watch part at the factory in Wales and I’m excited to relive the experience with the friends, family and of course, the Stashed team.”
Dragons’ Den season 22
Both businesses are set to appear on Dragons’ Den on February 20, 2025.
The 22nd season has welcomed some big-name guest investors, including Trinny Woodall and Joe Wicks, adding even more excitement to the Den.
New episodes of the hit business show air at 8pm on BBC1, just an hour before The Apprentice.