Kiwi Entrepreneur Faces Backlash Over April Fools' Post

Toby Thomas-Smith's prank announcement to shut down his subletting platform Kiki Club drew sharp criticism from New Zealand business leaders.

Apr. 8, 2026 at 7:19pm

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A high-end, photorealistic studio still-life photograph featuring a closed laptop, a pen, and a crumpled piece of paper on a clean, white seamless background. The objects are arranged elegantly and use sharp, dramatic studio lighting and deep shadows to represent the abstract concepts of trust, credibility, and the challenges of running a startup.A photorealistic studio still life captures the fragility of entrepreneurial trust and credibility in the wake of a misjudged publicity stunt.NYC Today

Toby Thomas-Smith, the founder of the subletting platform Kiki, is facing significant backlash from the New Zealand business community following an April Fool's Day prank involving the announced closure of his London operations. On April 1, 2026, Thomas-Smith posted on LinkedIn that he had made the hardest decision of his life to shut down Kiki Club in London, only to later reverse the announcement and admit it was a joke. The stunt drew sharp criticism from various business leaders, who described the move as tone-deaf and irresponsible, emphasizing that professional credibility and trust are built through action rather than attention-seeking tactics.

Why it matters

The controversy surrounding the April 1 post has led to widespread disapproval among New Zealand business leaders, who view the incident as a failure in judgment regarding the sensitivity of business closures. The incident highlights the importance for entrepreneurs to carefully consider the impact of their actions and communications, especially when it comes to sensitive topics like company shutdowns.

The details

On April 1, 2026, Thomas-Smith posted on LinkedIn that he had made the hardest decision of my life to shut down Kiki Club in London. The post explicitly stated that the announcement was not an April Fool's joke. Thomas-Smith later reversed the announcement with a second post admitting the closure was a joke. Both the original announcement and the subsequent admission have since been deleted.

  • On April 1, 2026, Thomas-Smith posted the announcement about shutting down Kiki Club in London.
  • Thomas-Smith later reversed the announcement with a second post admitting the closure was a joke.

The players

Toby Thomas-Smith

The founder of the subletting platform Kiki.

Lou O'Reilly

A PR firm executive at Draper Cormack who stated that Thomas-Smith will need to earn back some of the trust he lost through the prank.

Phil Thomson

The chief executive at Auror, who stated that the prank exploited the goodwill of a community that supports founders during genuine crises and belittled entrepreneurs who have actually had to shut down their companies.

Bodo Lang

A marketing expert from Massey University who noted that for humor to be effective in a marketing context, it must be clearly signaled and carefully managed, which Thomas-Smith failed to do.

Kiki

A subletting platform that originally launched under the name EasyRent in New Zealand and has a history of international expansion and contraction.

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What they’re saying

“He won't be the first founder to learn that attention and trust are not the same thing, and he definitely won't be the last.”

— Lou O'Reilly, PR firm executive at Draper Cormack

What’s next

Thomas-Smith will need to work to rebuild trust and credibility within the New Zealand business community following the backlash over his April Fool's prank. This may involve issuing a sincere apology, demonstrating a commitment to more responsible and transparent communication in the future, and focusing on the continued growth and success of Kiki.

The takeaway

The Kiki founder's April Fool's prank highlights the importance for entrepreneurs to carefully consider the impact of their actions and communications, especially when it comes to sensitive topics like business closures. Attention-seeking tactics can quickly erode trust and credibility, which are essential for building a successful and sustainable venture.