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https://beta.companieshouse.gov.uk/company/07211640/filing-history
Look at their small company accounts from Jan. They weren't selling enough, quickly enough.
Tenderloin
I've tried to think of a way to ask this without it sounding critical, it's not meant to be:
How does an internet shop go bust?
Buying stock on tick in the hope it'll sell on before you have to pay for it?