Dragon's Den (Swedish: Draknästet) will be making its way back to Swedish television for the first time since 2010 this fall. 

What is Dragon's Den? 

This TV favorite features different companies vying for investment from the judges, or dragons, a group of five successful entrepreneurs representing different companies and sectors. The show format, which originated in Japan, has been picked up by different channels globally, sometimes under different names. For example, in the US, the show is known as "Shark Tank"! 

The Swedish version aired for two seasons over ten years ago and will now be broadcast again in fall 2021, featuring an entirely new set of entrepreneurs.  

Who are this year's Dragons? 

Jacob de Geer

Most famous as founder of fintech payments company Zettle, de Geer is among Sweden's best-known entrepreneurs over the past decades.  

Jonas Eriksson 

Luleå-born Eriksson rose to fame as a football referee. Alongside his work and after his 2018 retirement from football, he has been involved in multiple health- and sports-related entrepreneurial ventures.

Lena Apler

Angel investor Apler is founder to to finance company Collector Bank AB, and has been recognized as Sweden's foremost woman in business multiple times.  

Shervin Razani

Iranian-born Razani is a multifaceted entrepreneur who has founded successful companies in multiple sectors, including pharmacies, event companies, and hotel chains, as well as the recruitment firm Jurek.    

Sara Wimmercranz

Wimmercranz was one of the founders of Footway, the largest online shoe retailer in the Nordics.  

We Are Lifelong AB and Draknästet

Adam Webb, founder of We Are Lifelong, will appear on this year's edition of Dragon's Den. Lifelong was established in 2020 with the aim of reducing plastic consumption in people's homes. We Are Lifelong is proud to announce that our company will be featured this fall on Dragon's Den and have a chance to showcase our products to the entire country!