Party Pieces: A lesson in business turnarounds

James Sinclair is an entrepreneur with a £30 million portfolio and a history for rescuing family businesses in distress. Earlier this year, Sinclair was introduced to Carole Middleton, founder of Party Pieces, a UK party supplies company that was on the edge of administration.

Party Pieces was once a flourishing business, generating annual profits of around £1 million from annual turnover of £3-5 million. However, after Carole Middleton's decision to retire and sell a 49 per cent stake, the company experienced a downturn, with Sinclair saying that new owners appointed the wrong team with an incorrect strategy.

A significant mistake was the discontinuation of their distinctive catalogues, an aspect that had given the brand its unique touch for years. Compounded by the pandemic and an ambitious international expansion, the company found itself in dire straits by late 2022.

Sinclair said: “Party Pieces used to publish a catalogue three or four times a year and that gave it a legacy feel – the new owners axed it, which was short-sighted. It’s an old-school concept but because it was so unusual it made the company stand out – and it worked.”

Despite efforts to secure a solvent sale of the business, it ultimately fell into administration earlier this year, an outcome Middleton had been desperate to avoid. Sinclair subsequently bought Party Pieces out of administration and is now planning to reintroduce the catalogue and develop new offerings.

Takeaways for entrepreneurs exiting their business:
Consider Retirement Timing and Succession: Carole Middleton's decision to retire was perfectly reasonable. However, for business owners, choosing when and to whom to hand over the reins is crucial. Ensuring the successor or new team aligns with the company's values and goals can prevent the firm unravelling post-exit.

Adapt, but Retain Core Identity: The new owners of Party Pieces tried to modernise by eliminating the catalogue. While innovation is necessary, scrapping elements that define a brand's unique character can alienate a loyal customer base and prove highly damaging to the business.

Evaluate Expansion Plans: Rapid expansion, especially internationally, can strain resources. It's essential to ensure the business is robust enough to handle such moves. While Party Pieces was a solid business, with a strong UK operation, attempts to expand into the US stretched its budget considerably.

Know When to Seek External Help: Recognising when to seek external expertise can be the lifeline a struggling business needs. Sinclair, with his track record of turning businesses around, represented that lifeline for Party Pieces.


Sinclair's acquisition of Party Pieces serves as a reminder of the highs and lows of entrepreneurship. His intent focus on reviving the brand's essence while introducing novel features offers hope for its return to glory. For budding entrepreneurs, Sinclair's journey illustrates the value of understanding a business's core strengths, the risks of rapid expansion, and the importance of adaptive yet mindful innovation.

Find out more about proper retirement planning:
Are you really ready to sell your business? - Key questions for owners considering a sale

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