In the British television show Dragon's Den, entrepreneurs pitch their businesses in the room known as the Den.
The Den is the programme's defining setting. Entrepreneurs enter it to present their companies, products, or business ideas to the Dragons, who listen from the other side of the studio. The setting gives the programme its title and creates the show’s distinctive atmosphere of direct negotiation.
A typical pitch includes a request for a specific investment in exchange for a stated percentage of the business. The Dragons then ask about sales, costs, valuation, intellectual property, distribution, and the entrepreneur's plans. They may make an offer, negotiate different terms, or declare that they are out.
The Den should not be confused with The Apprentice's boardroom, another well-known British business-television setting. The two programmes both feature entrepreneurs and business decisions, but Dragon's Den centres on investment pitches rather than task-based competition. The room's name is therefore both a literal location and the key branding element of the format.