$1Mfor 10%
Protein Candy
Valued at $10M
The pitch
Mayer Vafi from Laval, QC, pitched Norden in Season 14, Episode 7, asking the Dragons for $250K for 10% of the company.
- Asked for$250K for 10%
- Valuation$2.5Mimplied by the ask
- OutcomeNo deal
Offers in the Den
| Dragon | Offer | Result |
|---|---|---|
| Vincenzo Guzzo | Dislikes the competitive outerwear industry, out | Out |
| Arlene Dickinson | Valuation too forward-looking and unrealistic, out | Out |
| Lane Merrifield | No proprietary advantage to defend the brand long-term, out | Out |
| Manjit Minhas | Uncomfortable investing without meeting the majority owner, out | Out |
| Jim Treliving | Cannot make a deal without meeting the majority owner who could withdraw, out | Out |
Mayer Vafi, based in Calgary, asked for $250,000 for 10% of Norden, a company making outerwear jackets from recycled polyester yarn derived from post-consumer water bottles, priced between $299 and $485. The company had $300,000 in sales in fiscal 2018 and $2.5 million in pre-bookings for fiscal 2019 from retailers including Sail, Simons, HBC, and Sports Experts, plus distribution in Japan, Germany, and Scandinavia. Mayer Vafi owns 25% of the company while a majority partner, who was not present, has invested over $1.2 million and would absorb all the dilution from any new investment.
Vincenzo Guzzo, Arlene Dickinson, Lane Merrifield, Manjit Minhas, and Jim Treliving all declined to invest, citing discomfort with the absent majority owner, an unproven brand advantage, and an unrealistic valuation, leaving the founder without a deal.
Pitch details from CBC’s Dragons’ Den pitch page.
Norden today
- StatusOut of businessLast checked September 2026
Norden appears to have closed. Its products may no longer be available.