On 12 July 2015, Fridja appeared on BBC Dragons' Den. For a small British brand it was a big moment, and a memorable one: so many people visited our website during and after the broadcast that it crashed.
More than a decade on, here is a short look back at that night, and at what Fridja offers customers in the UAE today.
Where Fridja began
Ben Fridja started the brand in 2010. The idea was simple: make home appliances that do their job well, are easy to live with and are worth the money. Clothes steamers were an early focus, and they were what Ben took into the Den five years later.
Facing the Dragons
Standing in front of the Dragons is a real test for any founder, and the questions came thick and fast. Peter Jones asked why anyone would use a steamer instead of an iron. It is still one of the questions we hear most often, and our answer is in our guide to clothes steamers vs traditional irons.
The part we remember best came afterwards. Viewers wanted to see the steamers for themselves, and the traffic was more than our website could handle that night. A crashed website is not something you plan for, but it told us plenty of people were interested.
What happened next
The programme brought Fridja to a much wider audience, and the brand kept growing. Alongside garment care, we added juicers, blenders and air fryer ovens. Our f2500 juicer is a Which? Best Buy, our f10 handheld steamer was named Good Housekeeping's Best Clothes Steamer 2025 in the UK, and Fridja products have featured in the Daily Mail, Vogue and GQ.
Fridja in the UAE today
fridja.ae brings a selection of our range to UAE homes, with free UAE delivery, fast local dispatch and Tabby instalments.
Garment care
Steamers are still close to our hearts. The f1200 Clothes Steamer Pro is an upright steamer for everyday clothes and the garments that need a gentle touch: abayas, kanduras, silk, chiffon, suits and curtains.
Juicers
The f2500 Self Feeding Whole Fruit Juicer is our Which? Best Buy cold press juicer. It takes whole fruit with no chopping, which makes light work of apples, pomegranate seeds and citrus, and it can also make nut milk and sorbets. For fresh orange or lime juice, the f900 Automatic Citrus Juicer starts as soon as you press the lid down.
Air fryer ovens
The f77 Super Oven Pro 30L has 18 presets and a rotisserie, which is handy for family meals and iftar gatherings. For smaller kitchens and apartments, the f66 Super Oven 15L has 12 presets and a PFAS, PTFE and PFOA free cooking surface.
Which Fridja appliance is right for you?
If you are new to Fridja, start with the job you want to make easier:
- Getting ready faster in the morning: the f1200 steamer, which also handles long and delicate garments an iron struggles with. Pair it with the f40 Fabric Shaver for bobbly knitwear in the cooler months.
- Fresh juice with less effort: the f2500 if you juice most days or like whole fruit and greens, or the f900 if you mainly squeeze oranges, lemons and limes for breakfast.
- Quicker everyday cooking without heating the whole kitchen: the f66 for one or two people, or the f77 if you cook for a family or like to roast a whole chicken.
- Smoothies and protein shakes on the go: the f500 Portable Blender is rechargeable, so it comes to the gym or the office with you.
FAQs
When was Fridja on Dragons' Den?
Fridja appeared on BBC Dragons' Den on 12 July 2015.
What did Fridja pitch on Dragons' Den?
Our founder, Ben Fridja, pitched Fridja clothes steamers.
Is Fridja a British brand?
Yes. Fridja is a British appliance brand that has been making home appliances since 2010, and we sell a selection of our range in the UAE through fridja.ae.
Does Fridja deliver across the UAE?
Yes. fridja.ae offers free UAE delivery with fast local dispatch, and you can spread the cost with Tabby.
Thank you to everyone who has supported Fridja since that night in 2015. To see what we offer today, take a look at our exclusive deals.
