$1Mfor 10%
Protein Candy
Valued at $10M
The pitch
Cindy Finley and Filip Hribal from Victoria, BC, pitched Wee Woollies in Season 10, Episode 11, asking the Dragons for $200K for 20% of the company.
- Asked for$200K for 20%
- Valuation$1Mimplied by the ask
- OutcomeDealwith Jim Treliving
- Final deal$200K for 20%valued at $1M
Offers in the Den
| Dragon | Offer | Result |
|---|---|---|
| Michele Romanow | No offer, valuation too high | Out |
| Michael Wekerle | No offer, payback period too long | Out |
| Joe Mimran | No offer, design and colour choices too generic | Out |
| Manjit Minhas | No offer, needs more market education | Out |
| Jim Treliving | $200,000 for 20% equity | Accepted |
Cindy Finley and Filip Hribal of Victoria, BC asked for $200,000 for 20 per cent of Wee Woolies Children's Apparel, a line of Merino wool base layers and pyjamas for children priced from $27 for pants to about $60 for a two-piece pyjama set. The company had sales of $110,000 the prior year, nearly tripling from the year before, with $40,000 in pre-orders in the past month and a half, and had expanded into more Ontario stores and begun entering the US market. The founders said the business was self-financed and run mainly by Cindy Finley, and they sought the funds for branding and marketing.
Michele Romanow went out over the one million dollar valuation, Michael Wekerle over the long payback period, Joe Mimran over the design choices, and Manjit Minhas over the education needed to sell the product. Jim Treliving offered the full $200,000 for 20 per cent equity, which Cindy Finley and Filip Hribal accepted.
Pitch details from CBC’s Dragons’ Den pitch page.
Wee Woollies today
- StatusIn businessLast checked September 2026
Wee Woollies is still operating and sells through its website.