Draft:Mystery Jersey King
British online football shirt retailer
From Wikipedia, the free encyclopedia
Mystery Jersey King is a British online retailer of football shirts, based in South Normanton, Derbyshire, England. The company was founded in February 2021 by Jamie King and Alex Street. It operates through a mystery box model, in which customers receive a randomly selected football shirt, and offers both one-off purchases and monthly subscription services. The company appeared on Series 22 of the BBC television programme Dragons' Den in January 2025, in which co-founder Alex Street secured a £50,000 investment from Dragon Sara Davies MBE.[1][2]
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Submission declined on 20 May 2026 by Theroadislong (talk).
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Submission declined on 18 May 2026 by Devonian Wombat (talk). This draft reads like an advertisement. Wikipedia is an encyclopedia, not a platform for promotion or marketing. Drafts that are exclusively promotional may be deleted without notice.
Declined by Devonian Wombat 42 days ago.Wikipedia articles must be written neutrally in a formal, impersonal, and dispassionate way. They should not read like a blog post, advertisement, or fan page. Rewrite the draft to remove:
Instead, only summarize in your own words a range of independent, reliable, published sources that discuss the subject. If you have a conflict of interest (e.g. you are the subject, an employee, or a relative) or are being paid to edit, you must disclose this to comply with Wikipedia's Terms of Use. | |
This draft's references do not show that the subject meets Wikipedia's criteria for inclusion for organizations and companies. The draft requires multiple published secondary sources that:
Declined by Schtiapht 53 days ago.
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Comment: In accordance with the Wikimedia Foundation's Terms of Use, I disclose that I have been paid by my employer for my contributions to this article. FootballMadOlivia (talk) 05:36, 7 May 2026 (UTC)
Subscription box
Alex Street
| Type | Private |
|---|---|
| Industry | Online retail Subscription box |
| Founded | February 16, 2021 |
| Founders | Jamie King Alex Street |
| Headquarters | , England |
Area served | Worldwide |
Key people | Jamie King (Co-founder) Alex Street (Co-founder) Sara Davies MBE (Investor) |
| Products | Mystery football shirt boxes Subscription services |
| Revenue | £2 million (2024) |
| Website | mysteryjerseyking |
History
Mystery Jersey King was founded on 16 February 2021 by Jamie King and Alex Street in South Normanton, Derbyshire. The business was established during the COVID-19 lockdown period, after Street was placed on furlough. The concept arose from a personal challenge between the two founders to source unusual football shirts.[3] Alex Street previously studied at Grantham College in Lincolnshire before relocating to the East Midlands.[4] By 2024, the company reported a turnover of £2 million and was distributing orders to more than 53 countries.[5]
Business model
The company sells football shirts through a mystery box format. Customers select a size and specify any clubs or leagues they wish to exclude, and receive a randomly selected licensed shirt. Separate products are available for men, women and children, offered on either a one-off or monthly subscription basis.[6]
Dragons' Den
On 16 January 2025, co-founder Alex Street appeared on Series 22, Episode 2 of BBC One's Dragons' Den, seeking £50,000 in exchange for a 10% equity stake in the business. Sara Davies MBE offered £50,000 for a 15% stake, reducing to 10% upon recoupment of her investment. Street accepted the offer.[1][3] Following the broadcast, Street gave interviews to The Sun[7] and the Daily Express.[8] The episode was also covered by the UK Intellectual Property Office in their Dragons' Den IP Blog, which examined the intellectual property aspects of the business model.[6] Following the broadcast, the company reported an increase in website traffic of 66%, a rise in revenue of 164%, and a rise in orders of 165%, compared to figures prior to the episode airing.[9]
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