A Derbyshire-based startup which appeared on Dragons’ Den back in January has seen record growth in the past nine months.
Since appearing on the BBC show, Mystery Jersey King founder Alex Street has seen his online business skyrocket, with sales more than doubling and growth hitting record levels.
The company gives customers an authentic jersey at random, often from top leagues and clubs around the world.
Since January 2025, the business has seen dramatic growth, with website traffic up 66%, revenue up 164% and orders up 165%.
“The show proved that Mystery Jersey King is both authentic and high-quality, and the credibility of Dragons’ Den gave me the confidence to fully believe in myself as an entrepreneur,” said Street.
“We’re growing, we’re confident, and we’re ready for what’s next.
“Dragons’ Den was a life-changing experience, and I wouldn’t change a thing.”
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Since the episode aired, the business has partnered with leading manufacturers and brands, launched exclusive activations and free gift incentives, and secured high-profile endorsements from celebrities and athletes including KSI, darts star Luke Littler and England Lioness, Chloe Kelly.
Street has credited much of the company’s rapid progress to Dragon and Northern Leader Sara Davies.
He added: “Sara is creative, operationally sharp, and full of blinding ideas.
“She’s helped us refine our strategy, introduce systems that improve customer experience and scale the business as we prepare for the American World Cup.”
Expanding the product range, Mystery Jersey King has launched share boxes for groups and stag dos, a retro outlet offering vintage investment shirts, as well as exclusive gifts, including cards and scarves.