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Registered number:
FOR THE YEAR ENDED 31 DECEMBER 2024
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NATURAL BABY SHOWER LTD
COMPANY INFORMATION
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NATURAL BABY SHOWER LTD
CONTENTS
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NATURAL BABY SHOWER LTD
STRATEGIC REPORT
FOR THE YEAR ENDED 31 DECEMBER 2024
Despite the challenges faced in FY24, this year has provided Natural Baby Shower with invaluable insights and opportunities for growth. The business saw several key achievements during the year:
• Maintained YOY Revenue and Gross Margin despite challenging market conditions. • Solid marketing infrastructure supported our ability to reach new customers. • Optimised shipping through cost-effective solutions. • Improved operational agility through the utilisation of AI and new technologies to provide data driven, actionable insights. Business Strategy and Objectives Our vision is simple: to offer products that are Best for Baby, Best for Parent, and Best for the Planet, a mission we've upheld for over 18 years. As the UK’s leading independent retailer in the baby industry, Natural Baby Shower focuses on sustainable, safe, and nurturing products that support every stage of a child’s development. We remain committed to driving success by adhering to our core values. Brand Strategy Our brand strategy is centred on: • Providing best-in-class product information, tailored to our customer journey. • Embedding eco-consciousness and sustainability in everything we do. • Continuously exceeding customer and partner expectations across all touchpoints. Internal Strategy To ensure operational excellence, we’ve focused on: • Business recalibration, including cost reduction initiatives. • Optimising the Marketing Efficiency Ratio for better returns. • Delivering a seamless customer experience through reliable shipping and dedicated customer service. • Website development to enhance user experience. • Expanding our loyalty program. • Reviewing and improving our shipping profile. • Developing brand partnerships for stronger collaboration.
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NATURAL BABY SHOWER LTD
STRATEGIC REPORT (CONTINUED)
FOR THE YEAR ENDED 31 DECEMBER 2024
Operating in the eco-conscious, medium-high-end sector of the baby industry, our company represents over 130 leading brands, including exclusive partnerships in niche categories such as sunglasses and merino wool apparel.
We maintain operational efficiency through in-house services, with select outsourcing limited to specialised software and advertising agencies. As we continue to grow, Natural Baby Shower’s focus remains on preserving agility while strategically expanding our team across key departments including Customer Service, Sales, Marketing, and Warehousing. Our strong supplier relationships enable us to be first to market with new product launches, reinforcing our position as a trusted influencer and leader within the industry. Business Environment The UK retail market has continued to face challenges from high interest rates and rising housing costs, constraining household spending, despite inflation beginning to ease. Consumers are therefore prioritising their spending on essential purchases. Natural Baby Shower's product range is mostly categorised as essential and demand for our products remains strong.
Key risks that could impact the business include:
• Economic instability and global supply chain disruptions, which could affect revenue, profit, and liquidity. • A downturn in sales could lead to surplus inventory, which may need to be discounted. To mitigate these risks, the directors have taken steps to ensure prudence in forecasts, work closely with suppliers, and maintain sufficient stock levels. IT Infrastructure and Data Security Risks Our business relies on the availability, capacity, and security of our IT systems, particularly given the increasing cyber threats. The introduction of GDPR has heightened the importance of data protection, and we ensure compliance with PCI DSS regulations through regular audits. Given our reliance on web sales, maintaining a functional and secure web platform, supported by third-party providers, is crucial. Our omni-channel capabilities and digital marketing adaptability are key competitive advantages.
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NATURAL BABY SHOWER LTD
STRATEGIC REPORT (CONTINUED)
FOR THE YEAR ENDED 31 DECEMBER 2024
Our employees are critical to the company’s success. We are committed to fostering talent through comprehensive recruitment, training, and development programs. We empower our team to grow and perform at their best, with both in-house and external development opportunities.
Financial Key Performance Indicators Financial KPIs are as follows: • Revenue: £23.33m in FY24 (£23.45m in FY23) • Gross margin: 20.6% in FY24 (20.6% in FY23). • Administrative expenses: £5.58m in FY24 (£5.24m in FY23). Other KPIs from NBS online sales are as follows: • Returning customer rate: 36.9% (up from 33.6% in FY23). • Average order value: increasd by 10.6% in FY24. Financial Risk The business faces financial risks related to liquidity, interest rates, and credit exposure. The directors actively monitor these risks and implement policies to mitigate them.
Natural Baby Shower is committed to running the business with honesty, integrity, and a strong focus on sustainability. We aim to minimize our environmental impact and prioritize sustainable practices throughout our operations.
Our long-term commitment to sustainability includes becoming a certified B-Corp in the future. We balance profit with our responsibility to people and the planet, and the board consistently reviews strategic decisions with this ethos in mind. Future Outlook Despite the challenging economic climate, Natural Baby Shower achieved 14% YOY revenue growth in FY24. While inflation and political uncertainties pose ongoing challenges, the directors are taking proactive steps to address these issues. The outlook remains positive, and we are confident that the business will continue to perform well.
This report was approved by the board on 30 September 2025 and signed on its behalf.
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NATURAL BABY SHOWER LTD
DIRECTORS' REPORT
FOR THE YEAR ENDED 31 DECEMBER 2024
The directors present their report and the financial statements for the year ended 31 December 2024.
The directors are responsible for preparing the Strategic report, the Directors' report and the financial statements in accordance with applicable law and regulations.
In preparing these financial statements, the directors are required to:
∙select suitable accounting policies for the Company's financial statements and then apply them consistently;
∙make judgments and accounting estimates that are reasonable and prudent;
∙state whether applicable UK Accounting Standards have been followed, subject to any material departures disclosed and explained in the financial statements;
∙prepare the financial statements on the going concern basis unless it is inappropriate to presume that the Company will continue in business.
The directors are responsible for keeping adequate accounting records that are sufficient to show and explain the Company's transactions and disclose with reasonable accuracy at any time the financial position of the Company and to enable them to ensure that the financial statements comply with the Companies Act 2006. They are also responsible for safeguarding the assets of the Company and hence for taking reasonable steps for the prevention and detection of fraud and other irregularities.
The loss for the year, after taxation, amounted to £980,538 (2023 - loss £550,711).
Dividends of £30,000 were declared in the year (2023 - £59,652).
The directors who served during the year were:
Post balance sheet events are disclosed in note 25.
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NATURAL BABY SHOWER LTD
DIRECTORS' REPORT (CONTINUED)
FOR THE YEAR ENDED 31 DECEMBER 2024
The auditors, Price Bailey LLP, will be proposed for reappointment in accordance with section 485 of the Companies Act 2006.
This report was approved by the board on
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NATURAL BABY SHOWER LTD
INDEPENDENT AUDITORS' REPORT TO THE MEMBERS OF NATURAL BABY SHOWER LTD
We have audited the financial statements of Natural Baby Shower Ltd (the 'Company') for the year ended 31 December 2024, which comprise the Statement of comprehensive income, the Balance sheet, the Statement of cash flows, the Statement of changes in equity and the related notes, including a summary of significant accounting policies. The financial reporting framework that has been applied in their preparation is applicable law and United Kingdom Accounting Standards, including Financial Reporting Standard 102 ‘The Financial Reporting Standard applicable in the UK and Republic of Ireland' (United Kingdom Generally Accepted Accounting Practice).
We conducted our audit in accordance with International Standards on Auditing (UK) (ISAs (UK)) and applicable law. Our responsibilities under those standards are further described in the Auditors' responsibilities for the audit of the financial statements section of our report. We are independent of the Company in accordance with the ethical requirements that are relevant to our audit of the financial statements in the United Kingdom, including the Financial Reporting Council's Ethical Standard and we have fulfilled our other ethical responsibilities in accordance with these requirements. We believe that the audit evidence we have obtained is sufficient and appropriate to provide a basis for our opinion.
We draw attention to note 2.2 in the financial statements, which indicates that the company has incurred a net loss after tax during the year ended 31 December 2024 (as set out in the statement of comprehensive income on page 10) and, as of that date, has net liabilities (as set out in the balance sheet on page 11). As stated in note 2.2, these events or conditions, along with the other matters as set forth in note 2.2, indicate that a material uncertainty exists that may cast significant doubt on the Company's ability to continue as a going concern. Our opinion is not modified in respect of this matter.
In auditing the financial statements, we have concluded that the directors' use of the going concern basis of accounting in the preparation of the financial statements is appropriate.
Our responsibilities and the responsibilities of the directors with respect to going concern are described in the relevant sections of this report.
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NATURAL BABY SHOWER LTD
INDEPENDENT AUDITORS' REPORT TO THE MEMBERS OF NATURAL BABY SHOWER LTD (CONTINUED)
The other information comprises the information included in the Annual Report other than the financial statements and our Auditors' report thereon. The directors are responsible for the other information contained within the Annual Report. Our opinion on the financial statements does not cover the other information and, except to the extent otherwise explicitly stated in our report, we do not express any form of assurance conclusion thereon. Our responsibility is to read the other information and, in doing so, consider whether the other information is materially inconsistent with the financial statements or our knowledge obtained in the course of the audit, or otherwise appears to be materially misstated. If we identify such material inconsistencies or apparent material misstatements, we are required to determine whether this gives rise to a material misstatement in the financial statements themselves. If, based on the work we have performed, we conclude that there is a material misstatement of this other information, we are required to report that fact.
We have nothing to report in this regard.
In our opinion, based on the work undertaken in the course of the audit:
∙the information given in the Strategic report and the Directors' report for the financial year for which the financial statements are prepared is consistent with the financial statements; and
∙the Strategic report and the Directors' report have been prepared in accordance with applicable legal requirements.
In the light of the knowledge and understanding of the Company and its environment obtained in the course of the audit, we have not identified material misstatements in the Strategic report or the Directors' report.
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NATURAL BABY SHOWER LTD
INDEPENDENT AUDITORS' REPORT TO THE MEMBERS OF NATURAL BABY SHOWER LTD (CONTINUED)
Our objectives are to obtain reasonable assurance about whether the financial statements as a whole are free from material misstatement, whether due to fraud or error, and to issue an Auditors' report that includes our opinion. Reasonable assurance is a high level of assurance, but is not a guarantee that an audit conducted in accordance with ISAs (UK) will always detect a material misstatement when it exists. Misstatements can arise from fraud or error and are considered material if, individually or in the aggregate, they could reasonably be expected to influence the economic decisions of users taken on the basis of these financial statements.
Irregularities, including fraud, are instances of non-compliance with laws and regulations. We design procedures in line with our responsibilities, outlined above, to detect material misstatements in respect of irregularities, including fraud. The extent to which our procedures are capable of detecting irregularities, including fraud is detailed below:
• We reviewed of a sample of manual postings into the financial statements and obtained an understanding of their business rationale; • We carried out a critical review of accounting estimates to identify any indications of management bias; • A sample of employees were physically verified to ensure that they exist; • We reviewed a sample of payroll payment runs to ensure that there were no duplicate bank accounts which may indicate duplicate employees; • We requested bank letters from applicable banks to check that the balances reported by the Company exist; • A review of legal expenses was undertaken to identify any instances of non-compliance with laws and regulations; • We reviewed the accident book to identify any significant indication of negligence resulting in injury to a person in the Company’s warehouse; • We ensured that the Company is registered with the Information Commissioners Office; • We reviewed correspondence and advice received in relation to indirect taxation in foreign jurisdictions to help identify any potential foreign VAT claims; • We enquired whether there had been any legislative breaches from those charged with governance. We performed the procdures set out above after gaining an understanding of the legal and regulatory framework applicable to the Company and the industry in which it operates, and after considering the risk of acts by the Company contrary to applicable laws and regulations, including fraud. We obtained this understanding from discussions with those charged with governance, who did not make the engagement team aware of any non-compliance with laws and regulations or instances of fraud throughout the year, or since the year end.
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NATURAL BABY SHOWER LTD
INDEPENDENT AUDITORS' REPORT TO THE MEMBERS OF NATURAL BABY SHOWER LTD (CONTINUED)
We also enquired with those charged with governance as to how they ensure the Company complies with the applicable legal and regulatory framework. The Health and Safety at Work Act 1974 details the responsibilities of the Company towards their employees, which is particularly relevant as their warehouse facility requires the use of motorised equipment in order to reach stock. The Company maintains and reviews an Accident Book which was reviewed as part of our final audit procedures. The Company must also comply with the General Data Protection Regulation (GDPR) when handling personal data. The Company mainly trades online, which captures customer data which must be handled in accordance with the GDPR. Other general laws and regulations applicable to the Company include, but are not limited to: The Companies Act 2006; Employment Rights Act 1996; as well as Consumer Protection (Distance Selling) Regulations.
In performing the above procedures we focused on laws and regulations that could give rise to a material misstatement in the financial statements, including, but not limited to, the Companies Act 2006, UK Health and Safety law including RIDDOR, Employment law and tax legislation. Following detailed team briefings, the responsible individual has assessed that the audit engagement team collectively has the appropriate competence and capabilities to identify or recognise non-compliance with applicable laws and regulation. Nonetheless, because of the inherent limitations of an audit, there is a risk that we will not detect all irregularities, including those leading to a material misstatement in the financial statements or non-compliance with regulation. This risk increases the more that compliance with a law or regulation is removed from the events and transactions reflected in the financial statements, as we will be less likely to become aware of instances of non-compliance. The risk is also greater regarding irregularities occurring due to fraud rather than error, as fraud involves intentional concealment, forgery, collusion, omission or misrepresentation.
A further description of our responsibilities for the audit of the financial statements is located on the Financial Reporting Council's website at: www.frc.org.uk/auditorsresponsibilities. This description forms part of our Auditors' report.
This report is made solely to the Company's members, as a body, in accordance with Chapter 3 of Part 16 of the Companies Act 2006. Our audit work has been undertaken so that we might state to the Company's members those matters we are required to state to them in an Auditors' report and for no other purpose. To the fullest extent permitted by law, we do not accept or assume responsibility to anyone other than the Company and the Company's members, as a body, for our audit work, for this report, or for the opinions we have formed.
for and on behalf of
Chartered Accountants
Statutory Auditors
Anglia House, 6 Central Avenue
St Andrews Business Park
Thorpe St Andrew
Norfolk
NR7 0HR
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NATURAL BABY SHOWER LTD
STATEMENT OF COMPREHENSIVE INCOME
FOR THE YEAR ENDED 31 DECEMBER 2024
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NATURAL BABY SHOWER LTD
REGISTERED NUMBER: 08060806
BALANCE SHEET
AS AT 31 DECEMBER 2024
The financial statements were approved and authorised for issue by the board and were signed on its behalf on
The notes on pages 15 to 29 form part of these financial statements.
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NATURAL BABY SHOWER LTD
STATEMENT OF CHANGES IN EQUITY
FOR THE YEAR ENDED 31 DECEMBER 2024
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NATURAL BABY SHOWER LTD
STATEMENT OF CASH FLOWS
FOR THE YEAR ENDED 31 DECEMBER 2024
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NATURAL BABY SHOWER LTD
ANALYSIS OF NET DEBT
FOR THE YEAR ENDED 31 DECEMBER 2024
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NATURAL BABY SHOWER LTD
NOTES TO THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 31 DECEMBER 2024
Natural Baby Shower Ltd is a private company, limited by shares, incorporated in England and Wales with the registration number 08060806. The address of the registered office is Windlebrook House, Guildford Road, Bagshot, Surrey, GU19 5NG.
The Company's principal activity is the provision of baby products which it sells mainly through multiple online platforms including its own website.
2.Accounting policies
The financial statements have been prepared under the historical cost convention unless otherwise specified within these accounting policies and in accordance with Financial Reporting Standard 102, the Financial Reporting Standard applicable in the UK and the Republic of Ireland and the Companies Act 2006.
The preparation of financial statements in compliance with FRS 102 requires the use of certain critical accounting estimates. It also requires management to exercise judgment in applying the Company's accounting policies (see note 3).
The following principal accounting policies have been applied:
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NATURAL BABY SHOWER LTD
NOTES TO THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 31 DECEMBER 2024
2.Accounting policies (continued)
The financial statements have been prepared on the going concern basis despite the company recording a loss for the year after tax of £980,538 (2023: £550,711), and net liabilities as at the year end of £150,275 (2023: net assets of £860,263). Nevertheless, because of those factors the directors, after thoroughly evaluating the company’s financial position for a period of no less than twelve months from the date of signing these financial statements, have concluded that a material uncertainty exists that could raise significant doubts about the company's ability to continue as a going concern.
The financial loss for FY24 is primarily attributed to the following factors: i) The current economic climate has negatively impacted internet sales, with consumers reducing online spending. ii) The company has made strategic investments to support future growth, including increased wages due to the hiring of more specialized personnel. iii) Digital marketing expenses have risen, with Google’s cost-per-click (CPC) increasing by 32% compared to 2023. In preparing the financial statements for the year ended 31 December 2024, the directors have carefully considered the company’s ability to continue as a going concern. To address the retail business challenges in 2024, the directors implemented a strategic plan for FY25, which included the following key actions: 1. Supplier Reviews: Arranging buybacks of aged stock and introducing new brands to refresh and diversify the product range. 2. Recalibration of Business Operations: Reducing costs through operational improvements. These initiatives have been successfully executed, and significant progress has been made. However, to further enhance profitability and improve trading performance, additional plans were developed and implemented during 2025. These included: 1. Brand Support: Securing improved margin support from suppliers and increasing marketing contributions to support growth. 2. Marketing Strategy: Refocus of marketing strategy to enhance the customer journey. 3. Commercial Partnerships: Pursuing significant commercial partnership opportunities that present new avenues for growth. The directors are confident that these actions will further improve the company’s financial position and trading performance. The company has received approved financial support over the course of FY25 of £1,613,000. The current net cash injection at the date of approval of the financial statements was £915,335. There is a reasonable expectation that such facilities will continue be available throughout FY26. Based upon that, and the measures outlined above, the directors have prepared profit and loss account and cashflow forecasts that indicate the company will return to profitability over FY26 and can continue to operate in accordance with its financial facilities.
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NATURAL BABY SHOWER LTD
NOTES TO THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 31 DECEMBER 2024
2.Accounting policies (continued)
As a result, the Directors have a reasonable expectation that the company will continue to operate for the foreseeable future. Consequently, the directors have adopted the going concern basis of accounting in preparing the financial statements for the year. This conclusion being based on the successful execution of the strategic initiatives outlined.
Functional and presentation currency
Transactions and balances
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NATURAL BABY SHOWER LTD
NOTES TO THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 31 DECEMBER 2024
2.Accounting policies (continued)
Depreciation is charged so as to allocate the cost of assets less their residual value over their estimated useful lives, using the straight-line method.
Depreciation is provided on the following basis:
The assets' residual values, useful lives and depreciation methods are reviewed, and adjusted prospectively if appropriate, or if there is an indication of a significant change since the last reporting date.
Gains and losses on disposals are determined by comparing the proceeds with the carrying amount and are recognised in profit or loss.
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NATURAL BABY SHOWER LTD
NOTES TO THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 31 DECEMBER 2024
2.Accounting policies (continued)
Provisions are measured as the best estimate of the amount required to settle the obligation, taking into account the related risks and uncertainties.
The Company has elected to apply the provisions of Section 11 “Basic Financial Instruments” of FRS 102 to all of its financial instruments.
The Company has elected to apply the recognition and measurement provisions of IFRS 9 Financial Instruments (as adopted by the UK Endorsement Board) with the disclosure requirements of Sections 11 and 12 and the other presentation requirements of FRS 102.
Financial instruments are recognised in the Company's Balance sheet when the Company becomes party to the contractual provisions of the instrument.
Financial assets and liabilities are offset, with the net amounts presented in the financial statements, when there is a legally enforceable right to set off the recognised amounts and there is an intention to settle on a net basis or to realise the asset and settle the liability simultaneously.
Basic financial assets
Basic financial assets, which include trade and other debtors, cash and bank balances, are initially measured at their transaction price (adjusted for transaction costs except in the initial measurement of financial assets that are subsequently measured at fair value through profit and loss) and are subsequently carried at their amortised cost using the effective interest method, less any provision for impairment, unless the arrangement constitutes a financing transaction, where the transaction is measured at the present value of the future receipts discounted at a market rate of interest.
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NATURAL BABY SHOWER LTD
NOTES TO THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 31 DECEMBER 2024
2.Accounting policies (continued)
Discounting is omitted where the effect of discounting is immaterial. The Company's cash and cash equivalents, trade and most other debtors due with the operating cycle fall into this category of financial instruments.
Assets obtained under hire purchase contracts and finance leases are capitalised as tangible fixed assets. Assets acquired under finance leases are depreciated over the shorter of the lease term and their useful lives.
Assets acquired under hire purchase contracts are depreciated over their useful lives. Finance leases are those where substantially all of the benefits and risks of ownership are assumed by the company. Obligations under such agreements are included in the creditors net of the finance charge allocated to future periods. The finance element of the rental payment is charged to the income statement so as to produce a constant periodic rate of charge on the net obligation outstanding in each period. Rentals applicable to operating leases where substantially all of the benefits and risks of ownership remain with the lessor are charged to income statement as incurred. The key assumptions concerning the future and other key sources of estimating uncertainty at the reporting date that have a significant risk of causing a material adjustment to the carrying amounts of assets and liabilities within the next financial year include: Tangible Fixed Assets Tangible fixed assets are depreciated over their useful lives taking into account residual values, where appropriate. The actual lives of the assets and residual values are assessed annually and may vary depending on a number of factors. In re-assessing asset lives, factors such as technological innovation, product life cycles and maintenance programmes are taken into account. Residual value assessments consider issues such as future market conditions, the remaining life of the asset and projected disposal values. See Note 10 for details. Stocks Stocks are valued at the lower of cost and net realisable value, after making due allowance for the stock provision. Provisions would be made for slow moving or obsolete stock whenever this is relevant. See Note 11 for details. Provisions The Company leases a property, and the Directors assess the likelihood and expected future liability for restoring the property to its original condition at each balance sheet date. The Directors use specialists to assist in making this estimate. See Note 18 for details.
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NATURAL BABY SHOWER LTD
NOTES TO THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 31 DECEMBER 2024
Analysis of turnover by country of destination:
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NATURAL BABY SHOWER LTD
NOTES TO THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 31 DECEMBER 2024
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NATURAL BABY SHOWER LTD
NOTES TO THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 31 DECEMBER 2024
There were no factors that may affect future tax charges.
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NATURAL BABY SHOWER LTD
NOTES TO THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 31 DECEMBER 2024
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NATURAL BABY SHOWER LTD
NOTES TO THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 31 DECEMBER 2024
10.Tangible fixed assets (continued)
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NATURAL BABY SHOWER LTD
NOTES TO THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 31 DECEMBER 2024
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NATURAL BABY SHOWER LTD
NOTES TO THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 31 DECEMBER 2024
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NATURAL BABY SHOWER LTD
NOTES TO THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 31 DECEMBER 2024
Share premium account
Profit and loss account
The Company operates defined contributions pension schemes. The assets of the schemes are held separately from those of the Company in independently administered funds. The pension cost charges represent contributions payable by the Company to the funds and amounted to £39,454 (2023: £37,725). Contributions totalling £70 (2023: £7,657) were payable to the funds at the balance sheet date and are included in creditors.
Upon reflection, the Directors identified that a number of staff members' roles were better attributed to cost of sales rather than administrative expenses. As a result, the comparatives in these financial statements have been restated, so that cost of sales has increased by £708,369 and administrative expenses has decreased by the same amount.
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NATURAL BABY SHOWER LTD
NOTES TO THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 31 DECEMBER 2024
At 31 December 2024, the ultimate controlling party was Victoria Hampson by virtue of her majority shareholding.
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