The Lair of the Lion - Start-up exhibits thriving merchandise.
In just under two months, the 15th season of the VOX founder show "The Lion's Den" will come to an end on Monday, June 10th. At 8:15 pm (also via RTL+), these start-ups are still holding out hope for a deal: Chipolos with diabetic-friendly snacks, Jourries with a smart NFC jewelry piece, turn of beauty with a sustainable shower ball dispenser, Inventlife with a human behavior-recognizing room sensor, and Hunderunde with products for dogs. The founders are desperately trying to persuade investors Ralf Dümmel (57), Dagmar Wöhrl (70), Janna Ensthaler (40), Tillman Schulz (34), Carsten Maschmeyer (65), Nils Glagau (48), and Tijen Onaran (39) of the merits of their ideas.
These products may be as successful as these predecessors from previous seasons:
Little Lunch (Season 2, 2015)
Brothers Daniel and Denis Gibisch developed "Little Lunch" with bio soups, which have long been available in supermarket and drugstore aisles. The duo struck a deal with investors Frank Thelen (48) and Judith Williams (52) on the show and have since grown the company, with sales of one million soups a month. Thanks to the support of these entrepreneurs, the firm's turnover reached double-digit millions. As reported by "Founderscene" in 2020, the brand sold to the North German organic food manufacturer Allos Hof-Manufaktur, bringing in a medium to high double-digit million exit for all parties.
"Little Lunch was my first food investment and will always hold a special place in my heart. Judith and I are thrilled with the successful exit," Thelen said in an interview with "Stern" at the time.
Ankerkraut (Season 3, 2016)
Anne and Stefan Lemcke transformed their small Hamburg family business into a significant brand following their appearance on the show, with Frank Thelen investing in their spice company. "Ankerkraut" took the spice industry by storm in 2021 and boasted a turnover of around 40 million euros. Their business expanded to the tune of 200 employees and even their own stores. But the founders found the relentless workload too much, and the food giant Nestlé gobbled up the majority of their company in 2022. The initial uproar surprised Lemcke but they also stated in "Handelsblatt" that they would keep selling to Nestlé. Experts estimate that Nestlé paid a three-digit million sum for the start-up.
The Lemcke couple have since established themselves as investor angels, returning to the TV show in 2021 as guest lions.
Kinderleichte Becherküche (Season 3, 2016)
Inspired by her maternity leave, Brigit Wenz set out to make cooking and baking easier for children. She created measuring cups in various sizes and cookbooks that feature step-by-step pictures to guide the kids through the process with ease.
The Founders Show has been a mainstay of TV programming since 2014.
Ralf Dümmel invests in "Kinderleichte Becherküche" (Season 4, 2017)
Ralf Dümmel, a seasoned businessman, was a fan of the concept and invested €100,000 in "Kinderleichte Becherküche," ensuring that the product could be found in many retailers. Following the show, the business experienced a meteoric rise, with sales skyrocketing, sell-through hitting 1.2 million by 2023, and revenues soaring from €150,000 to €20 million. "Lions" Onaran, Ensthaler, Schulz, and Dümmel assisted them in optimizing their online shop and scaling the company, resulting in "Kinderleichte Becherküche" becoming one of the most prominent names in kitchenware.
3 Bears (Season 4, 2017)
Prior to the program, Caroline and Tim Nichols weren't doing much with their porridge start-up, clocking in under €160,000 in annual sales. However, Judith Williams and Frank Thelen's investment of €150,000 for 30% stake in the company led to a significant change: "3 Bears" experienced phenomenal growth and now generates millions. "The lions helped us perfect our online shop, scale everything, and place the product in 6,000 supermarkets," Tim Nichols recalled in an interview with "Bild" in 2021.
The original line of three porridge types has swelled to 60 variations centered around oats. Customers can now enjoy an extensive range of porridge, bars, oats, granola, muesli, and more, as sales soared from around 25,000 items to 8 million. "The Founders Show revolutionized our business," expressed Caroline Nichols.
Waterdrop (Season 5, 2018)
The start-up managed to capture €100,000 in investments from Maier, Schulz, and Onaran. With their help, the company started producing carbonated mineral water for home, managing to secure placement in 6,000 stores. "I always try to invest in businesses that I would consider my friends and business partners if they weren't on TV," said Schulz of his involvement in Waterdrop.
Viennese company "Waterdrop" creates a microwave that converts water into a fruity beverage. Ralf Dümmel and Dagmar Wöhrl both intended to invest 500,000 euros - yet, no contract was solidified with Dümmel. According to co-founder Martin Murray, they were hesitant to risk having the product available everywhere, fearing a costly mistake that could potentially compromise the item. "We're adamant about avoiding disasters by not dispersing the product to every area. It could cease to function if we did," Murray explained in an interview with "Stern."
Despite the early setbacks, Waterdrop successfully expanded under Wöhrl's leadership. The firm began with six products and eight workers and is now home to 30 products and over 400 employees. The revenue increased from 1 million to 100 million, and more than 40 stores have been established globally. Novak Djokovic even came onboard as an investor and brand representative.
NUI Cosmetics (Season 8, 2020)
Swantje van Uehm, the founder of Berlin-based Nui Cosmetics, intrigued beauty entrepreneur Judith Williams with her vegan cosmetic line. Williams contributed 250,000 euros to Nui Cosmetics, and the brand swiftly flourished with its vibrant product range lacking animal derivatives. The turnover has considerably risen, now exceeding tenfold. The product line encompasses make-up, skin, and hair care, beauty tools, and nail polish. Four years after her TV debut, the entrepreneur is leading the company to its next significant stride: Germany is no longer their only market - they've expanded to the United States. "Our ultimate dream was to establish a vegan and natural cosmetic brand in the United States, and now that it's a reality, we're thrilled," declared a proud van Uehm in an interview.
Since its inception in 2014, "The Lions' Den" has been running on the VOX channel and replicates the British program "Dragon's Den." In every episode, founders present their products, hoping to secure an investor. From the initial season, none of the original "Lions" remain; Williams has remained since 2016, with Dümmel and Maschmeyer joining in 2016.
