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The Dragons are known for their love of technology although this time around it doesn't cut.

John Buni delivers an eye-catching pitch, revealing how technology could revolutionise the way the tailoring industry does business.

Peter Jones is impressed by the futuristic look of the gadget but less so by the cost. Once Peter learns that it's a mobile business he's impressed - it seems to be a good start for the entrepreneur.

James Caan is keen to know whether customers has to choose from standard designs or whether they can alter the suit to their liking. John confidently explains that there are no limits to the changes that the customer can make - the suits truly are bespoke.

Duncan Bannatyne makes cutting comments about the fit of John’s suit but when Theo Paphitis butts in the pitch really nosedives.

He claims that when buying a suit the measuring takes minutes - what really takes the time is the personal service that comes when choosing the cloth and the design. In effect, the quick scanning technology addresses a problem that doesn't really exist.

Peter points out another flaw. Instead of investing £40,000 in a scanner, he could hire a well qualified individual on payroll for one year to do the same job. With John's business model, he has to employ two people: the machine, and someone to set it up and operate it.

James asks about the numbers but is suitably unimpressed. Only Deborah Meaden offers some positive feedback, pointing out that he looked good and pitched well but although he may make some money, he's not going to revolutionise the way we buy suits.

Duncan delivers the final blow, pointing out that if the business did take off, every major suit manufacturer would buy one of the scanners and put it in their shops.

In a last-ditch attempt, John tries to salvage the pitch but it all sewn up as all the Dragons are out.

The deal done in the Den:

No investment

Last updated: 6th September 2010