Dragon's Den Press Release
Nørrebro, Copenhagen
The successful entrepreneur Cana Buttenschøn kicks off the new season of Dragon's Den
Season 10 of Dragon's Den has just launched with a bang—or at least that's how it felt for midwife and entrepreneur Cana Buttenschøn, who managed to get all five dragons on their feet, despite presenting one of the highest valuations in Dragon's Den history.
It takes a lot to make the experienced midwife from Southern Jutland, a successful entrepreneur, and a mother of three, break a sweat. She's been through quite a bit. But on a warm summer day in August, standing in the studio in front of five dragons, ready to pitch her passion project, Cana Care, she had to take an extra deep breath. Cana herself states:
"I have rarely been this excited! Both about standing in front of the dragons—on TV!—and about presenting my business in that way for the first time. I don't personally focus much on revenue figures, profit margins, and those sorts of things. For me, the most important thing is my customers and the difference my products can make for them. But since I was asking for quite a lot of money from the dragons, I knew I couldn’t avoid that part, and that made me SO nervous."
With a loyal customer base and complete confidence in the effectiveness of her products, it still felt intimidating to step into the spotlight, knowing that soon, all of Denmark would be watching. However, Cana could breathe a sigh of relief when she left the studio with two investments from dragons Nikolaj Nyholm and Tahir Siddique, who matched the company’s valuation. In the end, they each took 5% equity for a total investment of 1,500,000 DKK.
Dragon Nikolaj Nyholm commented on his investment:
"Despite her nerves, Cana entered the studio with a confidence and clarity that only comes when you truly understand the value of the business you’ve built. She has created a brand that her customers love and return to again and again—and that’s exactly what you want to be a part of, both as an investor and as a customer."
The second dragon, Tahir Siddique, added:
"Cana is an incredibly strong founder who hasn’t just built a thriving business, but has done so despite significant personal challenges. Her passion for what she does shines through, and she has the fire in her eyes that I always look for as an investor. When an entrepreneur is that passionate about their business, it’s contagious—and Cana definitely is. She’s a true inspiration!"
These two powerhouse investors have already become a valuable part of the Cana Care team and will help expand the business even further.
From Packing Orders at Home to a Thriving Business with Multiple Employees
Cana Care's first two products launched in early 2021, with orders initially packed at the kitchen table—while Cana was heavily pregnant. Soon after, she signed the lease for a small office in Østerbro and hired her first employee. But just a few months later, during the birth of her third child, she was diagnosed with cancer. Naturally, this put both life and business on hold for a while. However, Cana overcame cancer and has since built a highly successful company. Today, Cana Care has eight employees and operates from a cozy office in Nørrebro.