He then moved into holidays with an exclusive deal to market the country of Bulgaria in the UK. He sold a two-week all-in holiday at £59, once again cutting out travel agent retailers and reducing the price by more than half. The Bulgarian Black Sea coast was warm and sunny and littered with modern functional hotels. Bulgaria was a communist country and part of the Soviet bloc. It needed western currency and was prepared to sell Bloom cheap hotel accommodation and food in return. Later, after the washing machine collapse, the Royal Arsenal Co-operative Society formed Balkan Holidays with the Bulgarian state-owned tourist organisation.