The cost isn't so much in the business name, but the ongoing costs - inventory holding costs, rent, staffing, electricity, marketing, etc..
Most of the money (and the risk) would be tied up in stock which is where cash flow becomes a vital element many people forget about.
You buy and pay for the stock in advance. Then it sits in the store. And finally you (hopefully) sell it at RRP, pay for your overheads and hopefully make a profit, if not, then sell the stuff close to wholesale price and try again next year. Apply that premise on a huge sale, then add some uncertainty about snow conditions, global demand, changing consumer trends (esp. in our niche) and you have quite a complicated business. Even more difficult to make work.
Sure - Jibij has a great reputation, and some great brand equity which goes along with it. Without Josh, it just wouldn't have worked out the way it did.
So yeah, people could put in some skrill to buy the 'business' - but then what?..Sadly, that is just the tip of the iceberg guys..