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REGISTERED NUMBER: 06449032 (England and Wales)















Financial Statements for the Year Ended 31 December 2023

for

AFFINITY MARKETING DIRECT LIMITED

AFFINITY MARKETING DIRECT LIMITED (REGISTERED NUMBER: 06449032)






Contents of the Financial Statements
for the Year Ended 31 December 2023




Page

Statement of Financial Position 1

Notes to the Financial Statements 2


AFFINITY MARKETING DIRECT LIMITED (REGISTERED NUMBER: 06449032)

Statement of Financial Position
31 December 2023

31.12.23 31.12.22
Notes £    £    £    £   
FIXED ASSETS
Intangible assets 5 30 684
Tangible assets 6 145 262
175 946

CURRENT ASSETS
Debtors 7 1,842,594 1,842,610
Cash at bank and in hand 8,855 17,868
1,851,449 1,860,478
CREDITORS
Amounts falling due within one year 8 102,499 174,582
NET CURRENT ASSETS 1,748,950 1,685,896
TOTAL ASSETS LESS CURRENT
LIABILITIES

1,749,125

1,686,842

PROVISIONS FOR LIABILITIES 36 50
NET ASSETS 1,749,089 1,686,792

CAPITAL AND RESERVES
Called up share capital 9 1 1
Retained earnings 10 1,749,088 1,686,791
SHAREHOLDERS' FUNDS 1,749,089 1,686,792

The financial statements have been prepared and delivered in accordance with the provisions applicable to companies subject to the small companies regime.

In accordance with Section 444 of the Companies Act 2006, the Income Statement has not been delivered.

The financial statements were approved by the Board of Directors and authorised for issue on 24 July 2024 and were signed on its behalf by:




Mr J Harris - Director



Mr S Fox - Director


AFFINITY MARKETING DIRECT LIMITED (REGISTERED NUMBER: 06449032)

Notes to the Financial Statements
for the Year Ended 31 December 2023

1. STATUTORY INFORMATION

Affinity Marketing Direct Limited is a private company, limited by shares, registered in England and Wales. The company's registered number is 06449032 and the registered office address is 7 Marconi Gate, Staffordshire Technology Park, Stafford, Staffordshire, ST18 0FZ.

The principal activity of the company in the year under review was that of marketing and club subscriptions.

The presentation of the financial statements is the Pound Sterling (£).

2. STATEMENT OF COMPLIANCE

These financial statements have been prepared in accordance with the provisions of Section 1A "Small Entities" of Financial Reporting Standard 102 "The Financial Reporting Standard applicable in the UK and Republic of Ireland" and the Companies Act 2006.

3. ACCOUNTING POLICIES

Basis of preparing the financial statements
The financial statements have been prepared under the historical cost convention.

Significant judgements and estimates
The preparation of the financial statements in conformity with generally accepted accounting principles requires the Directors to make estimates and assumptions that affect the reported amounts of assets and liabilities and disclosure of contingent assets and liabilities at the date of the financial statements and the reported amounts of revenues and expenses during the reporting period. Actual results in the future could differ from those estimates. Management considers that certain accounting assumptions relating to revenue, taxation and provisions, accruals and impairment are its critical accounting policies.

Turnover
Turnover is measured at the fair value of the consideration received or receivable, excluding discount, rebates, value added tax and other sales taxes.

Revenue is recognised over the life of a contract as it progresses with reference to the value of the work with regard to contractual obligations.

Intangible assets
Intangible assets are initially measured at cost. After initial recognition, intangible assets are measured at cost less any accumulated amortisation and any accumulated impairment losses.

Computer software is being amortised evenly over its estimated useful life of five years.

Tangible fixed assets
Depreciation is provided at the following annual rates in order to write off each asset over its estimated useful life.
Fixtures and fittings - 33% on cost and 20% on cost

Taxation
Taxation for the year comprises current and deferred tax. Tax is recognised in the Income Statement, except to the extent that it relates to items recognised in other comprehensive income or directly in equity.

Current or deferred taxation assets and liabilities are not discounted.

Current tax is recognised at the amount of tax payable using the tax rates and laws that have been enacted or substantively enacted by the statement of financial position date.

AFFINITY MARKETING DIRECT LIMITED (REGISTERED NUMBER: 06449032)

Notes to the Financial Statements - continued
for the Year Ended 31 December 2023

3. ACCOUNTING POLICIES - continued

Deferred tax
Deferred tax is recognised in respect of all timing differences that have originated but not reversed at the statement of financial position date.

Timing differences arise from the inclusion of income and expenses in tax assessments in periods different from those in which they are recognised in financial statements. Deferred tax is measured using tax rates and laws that have been enacted or substantively enacted by the year end and that are expected to apply to the reversal of the timing difference.

Unrelieved tax losses and other deferred tax assets are recognised only to the extent that it is probable that they will be recovered against the reversal of deferred tax liabilities or other future taxable profits.

Foreign currencies
Assets and liabilities in foreign currencies are translated into sterling at the rates of exchange ruling at the statement of financial position date. Transactions in foreign currencies are translated into sterling at the rate of exchange ruling at the date of transaction. Exchange differences are taken into account in arriving at the operating result.

Pension costs and other post-retirement benefits
The company operates a defined contribution pension scheme. Contributions payable to the company's pension scheme are charged to profit or loss in the period to which they relate.

Going concern
Despite a decrease in turnover during the year, the directors have continued to streamline costs accordingly and this resulted in a net profit. The company remained in a net asset position.
The Company remains fully supported by the parent Company and as such the Directors consider that the going concern basis is appropriate when preparing the accounts.

4. EMPLOYEES AND DIRECTORS

The average number of employees during the year was 1 (2022 - 2 ) .

5. INTANGIBLE FIXED ASSETS
Computer
software
£   
COST
At 1 January 2023
and 31 December 2023 67,652
AMORTISATION
At 1 January 2023 66,968
Amortisation for year 654
At 31 December 2023 67,622
NET BOOK VALUE
At 31 December 2023 30
At 31 December 2022 684

AFFINITY MARKETING DIRECT LIMITED (REGISTERED NUMBER: 06449032)

Notes to the Financial Statements - continued
for the Year Ended 31 December 2023

6. TANGIBLE FIXED ASSETS
Fixtures
and
fittings
£   
COST
At 1 January 2023 14,381
Disposals (4,580 )
At 31 December 2023 9,801
DEPRECIATION
At 1 January 2023 14,119
Charge for year 117
Eliminated on disposal (4,580 )
At 31 December 2023 9,656
NET BOOK VALUE
At 31 December 2023 145
At 31 December 2022 262

7. DEBTORS: AMOUNTS FALLING DUE WITHIN ONE YEAR
31.12.23 31.12.22
£    £   
Trade debtors 1,703 1,564
Amounts owed by group undertakings 1,839,039 1,839,039
Prepayments and accrued income 1,852 2,007
1,842,594 1,842,610

8. CREDITORS: AMOUNTS FALLING DUE WITHIN ONE YEAR
31.12.23 31.12.22
£    £   
Trade creditors 56,431 113,659
Tax 34,312 47,964
Social security and other taxes 176 34
VAT 3,322 4,395
Accruals and deferred income 8,258 8,530
102,499 174,582

9. CALLED UP SHARE CAPITAL

Allotted, issued and fully paid:
Number: Class: Nominal 31.12.23 31.12.22
value: £    £   
100 Ordinary 0.01 1 1

AFFINITY MARKETING DIRECT LIMITED (REGISTERED NUMBER: 06449032)

Notes to the Financial Statements - continued
for the Year Ended 31 December 2023

10. RESERVES
Retained
earnings
£   

At 1 January 2023 1,686,791
Profit for the year 62,297
At 31 December 2023 1,749,088

11. DISCLOSURE UNDER SECTION 444(5B) OF THE COMPANIES ACT 2006

The Report of the Auditors was unqualified.

Adele Lawton (Senior Statutory Auditor)
for and on behalf of Lawton Bradford Accountants Ltd

12. RELATED PARTY TRANSACTIONS

The company is owed from EES Global LLC, a fellow group undertaking £1,839,039 (£1,839,039 - 2022). In the year £Nil (£48,051- 2022) transferred to the holding company, with the remaining movement relating to exchange rate differences.

During the year the company purchased services on normal commercial terms from Groves & McCarthy Limited, a company owned by Mr S Fox, director for £4,800 (£4,800 - 2022). The balance outstanding at 31 December 2023 was £480 (£400 - 2022).

13. ULTIMATE PARENT UNDERTAKING

The ultimate holding company is EES Global LLC, a company incorporated in the State of Delaware, USA, with a registered office 1815 South Meyers Road, Suite 300, Oakbrook Terrace, IL 60181.

14. CONTROLLING INTEREST

The company is controlled by EES Global LLC, a company incorporated in the State of Delaware, USA, which owns 100% of the issued share capital.

15. GOING CONCERN

Despite a decrease in turnover during the year, the directors have continued to streamline costs accordingly and this resulted in a net profit. The company remained in a net asset position.The Directors have steadily reduced the Vanquis creditor (being the only material creditor) inline with the agreed plan to settle this outstanding creditor and this reduction will continue in 2024 until fully settled.
The Company remains fully supported by the parent Company and as such the Directors consider that the going concern basis is appropriate when preparing the accounts.