$1Mfor 10%
Protein Candy
Valued at $10M
The pitch
Alexa Suter from Vancouver, BC, pitched Huha in Season 18, Episode 8, asking the Dragons for $400K for 5% of the company.
- Asked for$400K for 5%
- Valuation$8Mimplied by the ask
- OutcomeDealwith Arlene Dickinson
- Final deal$400Kplus a royalty: 5% royalty until $400,000 is repaid, then dropping to 3% royalty
Offers in the Den
| Dragon | Offer | Result |
|---|---|---|
| Wes Hall | Out - felt the founder didn't need investment, just cheaper advisory shares | Out |
| Arlene Dickinson | $400,000 for a 5% royalty, dropping to 3% after payback | Accepted |
| Manjit Minhas | $400,000 for 5% equity | Declined |
| Vincenzo Guzzo | Out - stepped aside for the female dragons | Out |
| Michele Romanow | Offered to match either the royalty or equity deal, plus bring on an advisor | Declined |
Alexa Suter, from Vancouver, British Columbia, asked for $400,000 for 5% of Huha, a natural fibre women's underwear brand made with a zinc oxide-infused antimicrobial panel. The underwear sells for $28 a pair with bundle discounts, comes in sizes labelled with fruit names, and the company sold 350,000 pairs with $3.9 million in sales last year, projecting $9 million this year, built with only $10,000 of the founder's own money plus a Clearco loan and four full-time staff. The funds sought would go toward developing period underwear and organic period care products.
Wes Hall went out, saying the founder did not need investment given her cash flow and could find advisors more cheaply. Arlene Dickinson offered $400,000 for a 5% royalty dropping to 3% after payback, Manjit Minhas offered $400,000 for 5% equity, Vincenzo Guzzo stepped aside, and Michele Romanow offered to match either deal. Alexa Suter accepted Arlene Dickinson's royalty offer.
Pitch details from CBC’s Dragons’ Den pitch page.
Huha today
- StatusIn businessLast checked September 2026
Huha, a women's healthy underwear brand founded by Alexa Suter, was featured in a one-year-later segment in season 20. After appearing in the Den previously with sales of $3.9 million, the company grew to over $20 million in sales the following year and was projected to exceed $42 million this year. Arlene Dickinson invested $20 million in the company, described as the biggest deal she has made in 20 seasons of the show, to help fund inventory, innovation, and expansion into new product categories.