£1.3m whisk taker

Bake Off Stacey’s firm in the red

Sunday Mirror - - FRONT PAGE - BY HALINA WATTS Show­biz Ed­i­tor

A FIRM run by Great Bri­tish Bake Off star Stacey Hart and her ty­coon hus­band is £1.3mil­lion in debt.

The 42-year-old con­tes­tant – first on last week’s tech­ni­cal tea­cake chal­lenge – runs chil­dren’s com­pany Kidly with part­ner James, one of the pi­o­neers be­hind on­line fashion firm ASOS.

Kidly is also an on­line com­pany and sells “use­ful” prod­ucts for young­sters.

It is shown to be £1,350,353 in the red in re­cent ac­counts filed with Com­pa­nies House. That shows a dra­matic deficit on the pre­vi­ous year, when it was £255,300 in the red.

Stacey – who says she went on Bake Off “for a chal­lenge” – is com­pany sec­re­tary, while James, 43, is di­rec­tor.

Ear­lier this month Stacey took her “sig­na­ture sparkly bic­cies” into the Kidly of­fice, based in St Al­bans, Herts. James was one of the found­ing direc­tors of ASOS and in 2012 he and two col­leagues sold their shares for an as­ton­ish­ing £50mil­lion, 12 years af­ter its launch.

A source said of Kidly: “The com­pany has faced mas­sive losses but James con­tin­ues to put money into the com­pany. He is ded­i­cated to it.”


Ear­lier this year James told how he loves in­ter­net re­tail. He said: “It’s all I’ve ever done – so I’m do­ing my hobby, which makes me very lucky.

“I also like it when other peo­ple are happy. A happy team and hear­ing from our Kidly par­ents and cus­tomers al­ways makes me feel warm and fuzzy.”

James and Stacey live in Radlett, Herts, with their three sons aged 11, eight and four.

Stacey has told how her gran Phyl­lis gave her a taste for bak­ing by help­ing her make bread and but­ter pud­ding when she was a girl.

Last Tues­day Stacey won first place in Bake Off ’s tech­ni­cal sec­tion for her cran­berry and cin­na­mon tea cakes.

And she was chuffed to re­ceive praise from both judges. Prue Leith said: “It’s a good tea­cake.” And Paul Hol­ly­wood agreed it was “de­cent”. Af­ter­wards Stacey punched the air and said: “First in the tech­ni­cal on bread week. That is mas­sive!” But she failed to im­press the judges with her show­stop­per chal­lenge. And that meant Rus­sian-born Ju­lia Ch­ernogorova was crowned star baker – af­ter Steven CarterBai­ley won the first two weeks. The Sun­day Mir­ror ap­proached Kidly for a com­ment but had re­ceived no re­sponse when we went to press. halina.watts@ trin­i­tymir­ror. com

FORK OUT Stacey’s firm owes for­tune

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