Is James Middleton’s festive and sweet boat sinking? Yes, according to the information reported by the DailyMail on January 26, 2022. 8 years ago, Kate Middleton’s little brother founded the company Boomf, which offers personalized and edible postcards in the form of marshmallows (around 24 euros for a box of nine personalized treats). A project most certainly inspired by the successful company of his own parents, James and Carole Middleton, who made their fortune with their company Party Pieces, which sells party accessories by mail order. But Boomf would be in bad shape today after 8 years of existence…
The English tabloid reports that 2.2 million pounds (about 2.6 million euros) have been invested in this company since its creation, but that the accumulated losses would now reach 2 million pounds (i.e. 2.4 millions of euros). Last month, Boomf was placed in receivership and the shareholders had the bad surprise to learn that their investment will be far from profitable… Among them, we find a certain James Matthews, who is none other than the husband of Pippa Middleton, and therefore, the brother-in-law of James Middleton.
But how to explain such a failure? According to information detailed by the DailyMail, the costs in the areas of marketing and advertising were too high. Added to this is an unstable, highly seasonal activity, which operates especially during festive periods (Christmas, Valentine’s Day, Easter, etc.). Finally, it was found that customers rarely ordered a second time: which suggests that the products were perhaps not up to their expectations.