Boomf

Boomf (stylized in lowercase) is a UK company which delivers personalised gifts through the letterbox. The company launched in 2013 selling personalised marshmallows with photos printed on top.

Boomf
TypePrivate
IndustryPersonalised confectionery
FoundedNovember 2013
FoundersJames Middleton and Andy Bell
HeadquartersReading and London, England
Area served
Global
Websitewww.boomf.com

Background

Boomf was founded in November 2013 by James Middleton and Andy Bell.[1] Middleton had previously founded Nice Cakes, which specialised in personalised cakes.[2][3] Bell had previously founded Mint Digital,[1] which created StickyGram (now Sticky9), an Instagram magnet company which sold to PhotoBox. [4]

History

In 2014, Boomf raised over $1m and was backed by a number of angel investors, including Nick Jenkins, founder of Moonpig, Duncan Jennings and Matt Wheeler.[1]

Boomf launched in November 2013 without mentioning Middleton's involvement, to allow for a low profile launch.[5] In January 2014, Boomf announced Middleton's involvement, believing that it would be impossible to keep it secret long-term.[2]

Boomf shipped 2 tons of marshmallows in its first year and made £100,000 ($168,000) in sales in its first three months.[6]

In July 2015, Boomf launched a nationwide search for a new marshmallow designer. The winner was Bournemouth University student Izzy Burton.[7]

Boomf to report its first profit in 2019 - of £175,000 - and an increase in sales of up to £4.4 million from £2.8 million in the previous year. The company moved into new offices in Reading with circa 20,000 square feet (1,900 m2) to warehouse space. [8]

References
  1. Baker, Dylan (8 August 2014). "Middleton Brother's Boomf Instagram Marshmallows Raise Over $1m". TechCityNews. Archived from the original on 11 October 2014. Retrieved 4 February 2015.
  2. Bryant, Martin (23 January 2014). "James Middleton, Brother of the Duchess of Cambridge: The Man Behind Boomf's Instagram Marshmallows". TNW Blog. The Next Web. Retrieved 6 March 2013.
  3. Nicholl, Katie (9 August 2012). "The other Middleton". British GQ.
  4. Titcomb, James (24 June 2013). "Printing Site PhotoBox Snaps Up London-Based Instagram Firm". City A.M. Archived from the original on 28 June 2013. Retrieved 6 March 2013.{{cite news}}: CS1 maint: unfit URL (link)
  5. Bryant, Martin (25 November 2013). "Boomf: Marshmallows with Your Instagram Photos on Them". TNW Blog. The Next Web. Retrieved 6 March 2013.
  6. Petroff, Alanna (12 August 2014). "Kate Middleton's brother: The Marshmallow Selfie King". CNN Money. London. Retrieved 9 March 2015.
  7. Kaur, Melisha (19 July 2015). "Duchess of Cambridge's brother James Middleton chooses artistic collaborator and apprentice for marshmallow brand Boomf". London Evening Standard.
  8. "James Middleton Sells Boomf.com to a consortium of investors". Boomf. 20 January 2022.

Further reading
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