Rob Law offered 10% of Trunki's company for £100,000 when pitching the product on Dragons' Den.
Law's proposal valued the business at £1 million. He presented Trunki as a practical and appealing travel product for children, but the Dragons challenged aspects of the design and business case. The pitch became notable because Law did not accept an investment offer from the panel.
Trunki nevertheless went on to become a successful international brand. This is why the equity figure is often remembered alongside the show's broader lesson that a rejected pitch can still produce a thriving business. The percentage refers to the share Law offered, not to the percentage eventually owned by a Dragon.