FashionFinance

Huha Lands $20 Million in Dragons’ Den’s biggest deal yet

Huha taps into growing consumer interest in products that bridge wellness and wardrobe.

Published: Nov 25, 2025 9:19 AM

By Jeanel Alvarado

FashionFinance

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Huha Lands $20 Million in Dragons’ Den’s biggest deal yet

District Ventures Capital has made a landmark bet on women’s intimates, leading a CAD 20 million investment in Huha Wear Inc., the largest deal in the history of Dragons’ Den and the fund’s largest investment to date. This funding is set to accelerate Huha’s product innovation, category leadership, and expansion into new markets as the brand pushes a health-first approach to underwear.

A record-breaking Dragons’ Den deal The investment marks the largest deal ever tied to CBC’s Dragons’ Den in its 20-year run, stemming from a pitch originally made on Season 18 by Huha founder Alexa Suter, where she struck a deal with Arlene Dickinson.

That televised agreement has now evolved into a CAD 20 million round led by District Ventures Capital, with co-investors including Export Development Canada, underlining investor confidence in the brand’s growth trajectory.

District Ventures Capital, founded and led by Arlene Dickinson, focuses on innovative CPG brands in food, beverage, and health and wellness, pairing capital with strategic support in marketing and commercialization.

The firm manages around CAD 100 million across its funds and positions this investment as a key step in backing Canadian brands that marry strong consumer resonance with scalable business models…

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Huha Lands $20 Million in Dragons’ Den’s biggest deal yet

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