Great British Bake Off star’s firm is £1.3m in debt

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    She has emerged as one of the early talents on the Great British Bake Off, while he is one of the multi-millionaire founders of ASOS.

    But it seems Stacey Hart and husband James’ skills are falling short with their online store Kidly, with financial records showing it is £1.3million in debt. 

    That figure is a dramatic increase from last year, when the firm – which sells ‘unique, useful, extraordinary things’ for children – was just £250,000 in the red.

    Stacey Hart distinguished herself early on Great British Bake Off, but it seems her other project helping to run kid's clothing company Kidly is not turning out so well

    Stacey Hart distinguished herself early on Great British Bake Off, but it seems her other project helping to run kid’s clothing company Kidly is not turning out so well

    Stacey helps run the firm with husband James (pictured with their three sons), who was one of the founders of ASOS but left the company in 2014

    Stacey helps run the firm with husband James (pictured with their three sons), who was one of the founders of ASOS but left the company in 2014

    Stacey helps run the firm with husband James (pictured with their three sons), who was one of the founders of ASOS but left the company in 2014

    The shop’s financial woes were revealed in filings to Companies House.

    Stacey, 42, who has three sons with her 43-year-old husband, is listed as company secretary and was appointed in 2015.

    Meanwhile James is listed as the CEO and was appointed in June 2011, when the company was first incorporated. 

    That was a year before he shares in ASOS, one the the world’s largest online clothing retailers, for £1million as part of a £50million sell-off by senior staff.

    Mr Hart left the company he helped to start in 2014. Kidly launched to the public in 2016, according to his LinkedIn profile.

    Records from Companies House show the firm has debts of £1.3million - a significant increase from last year when that figure was just £250,000

    Records from Companies House show the firm has debts of £1.3million - a significant increase from last year when that figure was just £250,000

    Records from Companies House show the firm has debts of £1.3million – a significant increase from last year when that figure was just £250,000

    Kidly, which describes itself as a shope for 'unique, useful, extraordinary things' for children, was incorportaed in 2011 but only launched to the public last year

    Kidly, which describes itself as a shope for 'unique, useful, extraordinary things' for children, was incorportaed in 2011 but only launched to the public last year

    Kidly, which describes itself as a shope for ‘unique, useful, extraordinary things’ for children, was incorportaed in 2011 but only launched to the public last year

    A source told The Mirror: ‘The company has faced massive losses but James continues to put money into the company. He is dedicated to it.’

    Mail Online contacted Kidly for more information, but had not received a response at the time of publication. 

    Stacey distinguished herself early in the Bake Off competition by winning a technical challenge with her cranberry and cinnamon tea cakes.

    However, she slipped back in later challenges and is currently a 16/1 outsider to win the competition, according to bookmaker William Hill. 

    Stacey (second right) won one of the first technical challenges but has since slipped back in the field and is currently a 16/1 outsider to win the show

    Stacey (second right) won one of the first technical challenges but has since slipped back in the field and is currently a 16/1 outsider to win the show

    Stacey (second right) won one of the first technical challenges but has since slipped back in the field and is currently a 16/1 outsider to win the show

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