The pitch room where entrepreneurs seek investment on Dragons' Den is called the Den.
The name is central to the programme’s concept: entrepreneurs enter the Den and present their business proposals to the Dragons. They state the amount of money they want and the equity they are prepared to offer, after which the investors question them and decide whether to make an offer.
The term is not simply a generic description of a studio. It is the programme’s established name for the presentation space and appears in the title itself. The Dragons’ animal imagery reinforces the idea of entering a demanding environment where inexperienced founders must defend their businesses.
A pitch may end with one or more Dragons offering investment, with no offer, or with negotiations that change the original terms. An appearance on the programme therefore does not guarantee that a deal shown on screen will ultimately complete.