The global economy has suffered a number of shocks in recent years which have impacted economic confidence and inevitably have impacted the promotional merchandising industry more than many others.
Despite these challenges, we have achieved sales for the 18 months to December 2024 of £16.6m and delivered a gross profit of £5.2m. Our gross profit margin increased to 31% for the financial year, which was an increase on the 30% achieved in the previous year.
We delivered EBITDA before exceptional costs of £851k in the 18 month period compared to £1.3m in the previous year. The impact of the £436k exceptional charges set out in note 12 and depreciation of £26k reduced our reported operating profit to £389k (2023: £1,221k)
We incurred a variety of exceptional and one-off costs in this and the previous year, due in part to the impact of the economic challenges referred to above. As set out in note 4 we incurred £130k (£2023: £nil) in respect of redundancy and restructuring costs. We also had a back dating of our rent review which had been postponed during the COVID period amounting to £106k that related to previous years as well as the write off of some historic purchase ledger balances of £135k. We were also hit with some IT and IT related training costs in the year of £12k (2023: £111k) as we amended many of our sales platforms to meet the challenges of the post-COVID working practices of our client base.
Whilst global economic confidence remains volatile, we delivered a strong performance in the year and have enhanced our sales channels which ensure we remain confident moving into 2025.
Financial Key performance indicators (KPIs)
The company’s performance is measured on a number of key performance indicators. These include profit margin achieved by each business sector and various statistics relating to efficiency and customer service.
The principal financial KPIs are as follows:
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2024
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2023
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Gross margin
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31.6%
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30.0%
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Net margin (before goodwill amortisation and exceptional items)
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5.0%
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11.4%
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ROCE (before goodwill amortisation and exceptional items)
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8.6%
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26.8%
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Debtor days
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57.2 days
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44.3 days
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Gross margin is gross profit calculated as a percentage of turnover in the accounts. The improvement in margin can be due to a number of factors, including the client mix and project types, but also it is due to changes made in addressing the EU market.
Net margin is the profit before interest (after adding back the amortisation of intangible assets) calculated as a percentage of turnover in the accounts.
ROCE is the return on capital employed. It is the net profit calculated above shown as a percentage of net assets less the intangible assets (as the amortisation cost of the intangible assets is also excluded). ROCE has reduced in part due to the increase in net assets as our profits build, but also due to a reduction in annual sales performance compared to 2023 which is slightly offset by improved margins.
Debtor Days are calculated as the trade debtors (less value added tax) divided by the turnover of the company over the last quarter of the year and multiplied by the number of days in the year. Our debtor day calculation of 58.9 days is an increase and over the optimal target of 45, however agreed terms taken by some of our larger clients have driven this figure upwards and the increase is the impact of sales mix in Q4.