A Derbyshire entrepreneur has secured a £50,000 investment on Dragons’ Den to grow his innovative football shirt business, Mystery Jersey King.
Alex Street, who founded the company in 2021, impressed Dragon Sara Davies with his passion and the unique concept of sourcing and selling rare football shirts. His online retail business caters to a growing fanbase, offering one-off purchases and monthly subscription boxes that deliver mystery shirts to customers.
The investment, aired during Thursday night’s episode of the hit BBC show, will see Davies take a 15% stake in the company, reducing to 10% once her initial investment is repaid.
A Winning Pitch
Walking into the Dragons’ Den, 29-year-old Street showcased his company’s growth and global potential. “I was nervous, but I stayed true to myself,” he said. “If you don’t shoot, you don’t score. Securing backing from Sara Davies is a dream come true—she’s the perfect partner to help us reach new heights.”
Mystery Jersey King has seen steady year-on-year growth in the UK, capitalising on the popularity of vintage and rare football shirts among collectors and casual fans alike. With Davies’ support, Street aims to optimise operations and expand into the lucrative US market.
“Our UK success has been incredible,” Street said. “The US is our next challenge, and with Sara’s experience and profile—especially as she’s already a household name in the States—I’m confident we’ll succeed.”
Sara Davies Praises Passion and Potential
Sara Davies, known for her sharp business acumen, said Street’s enthusiasm and business model made a lasting impression.
“Alex lit up the room with his passion,” she said. “The shirts are vibrant and eye-catching, and the subscription model taps into a strong demand. Mystery Jersey King has enormous global potential, and I’m excited to be part of this journey.”
Future Plans
Street co-founded Mystery Jersey King with business partner Jamie King, who helps oversee operations. The pair plan to use the investment to enhance their buying power and streamline logistics, ensuring they can meet the rising demand for their unique products.
The Dragons’ Den appearance is already sparking increased interest in the business, which has built a reputation for high-quality, authentic football shirts. The company is particularly popular with younger fans and collectors seeking one-of-a-kind pieces.
For Street, the journey has just begun. “This investment and partnership mark the start of something amazing,” he said. “We’re excited to see how far we can take Mystery Jersey King.”
With the backing of one of the Den’s most successful investors, the future looks bright for the football shirt venture.
