SALES ASSISTANCE LIMITED
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Next accounts due
2027-04-30 (in 11mo)
Last filed for 2025-07-31
Confirmation statement due
2026-12-13 (in 7mo)
Last made up 2025-11-29
Watchouts
None on the register
Cash
£4M
+49% vs 2024
Net assets
£9M
+27.2% vs 2024
Employees
58
+23.4% vs 2024
Profit before tax
£3M
+30% vs 2024
Net assets
7-year trend · vs Consumer Discretionary median
Accounts
7-year trend · latest reflected 2025-07-31
| Metric | Trend | 2019-07-31 | 2020-07-31 | 2021-07-31 | 2022-07-31 | 2023-07-31 | 2024-07-31 | 2025-07-31 |
|---|---|---|---|---|---|---|---|---|
| Turnover | — | — | — | — | — | £113,844,706 | £141,611,266 | |
| Operating profit | — | — | — | — | — | £3,879,629 | £4,776,722 | |
| Profit before tax | — | — | — | — | — | £2,632,370 | £3,422,628 | |
| Net profit | — | — | — | — | — | £1,954,064 | £2,292,702 | |
| Cash | — | — | — | — | — | £2,907,841 | £4,332,363 | |
| Total assets less current liabilities | — | — | — | — | — | £10,520,341 | £13,798,515 | |
| Net assets | — | — | — | — | — | £7,422,889 | £9,444,928 | |
| Equity | £1,303,374 | £1,353,231 | £2,892,677 | £4,402,240 | £5,664,280 | £7,422,889 | £9,444,928 | |
| Average employees | — | — | — | — | — | 47 | 58 | |
| Wages | — | — | — | — | — | £1,826,541 | £2,726,497 | |
| Directors' remuneration | — | — | — | — | — | £66,705 | £62,850 |
Values shown as filed in the company's annual accounts. — indicates the figure wasn't present under that line item in that period. About these numbers
Year-on-year
FY2024 → FY2025 · period ending 2025-07-31 vs 2024-07-31
-
Turnover
+24.4%
£113,844,706 £141,611,266
-
Cash
+49%
£2,907,841 £4,332,363
-
Net assets
+27.2%
£7,422,889 £9,444,928
-
Employees
+23.4%
47 58
-
Operating profit
+23.1%
£3,879,629 £4,776,722
-
Profit before tax
+30%
£2,632,370 £3,422,628
-
Wages
+49.3%
£1,826,541 £2,726,497
Each % is (latest − prior) ÷ |prior| for the line item as filed. The comparison is only shown when the latest and prior accounts cover broadly equal-length periods — short or long stubs (typical around incorporation or a year-end change) are suppressed rather than misrepresented. Lines a company doesn't report are omitted. About these numbers
Ratios
Computed from the line items above — sparklines read oldest → newest
| Ratio | Trend | 2019-07-31 | 2020-07-31 | 2021-07-31 | 2022-07-31 | 2023-07-31 | 2024-07-31 | 2025-07-31 |
|---|---|---|---|---|---|---|---|---|
| Operating margin | — | — | — | — | — | 3.4% | 3.4% | |
| Net margin | — | — | — | — | — | 1.7% | 1.6% | |
| Return on capital employed | — | — | — | — | — | 36.9% | 34.6% | |
| Gearing (liabilities / total assets) | — | — | — | — | — | 77.4% | 75.9% | |
| Current ratio | — | — | — | — | — | 1.32x | 1.34x | |
| Interest cover | — | — | — | — | — | 3.11x | 3.20x |
Margins divide P&L lines by turnover. Gearing is liabilities over total assets. Current ratio is current assets over creditors falling due within one year. Interest cover is operating profit over absolute finance costs. Sector-distribution context coming next.
Audit & accounting basis
- Accounting basis
- FRS 102
- Reporting scope
- Standalone (parent only)
- Auditor
- Hewitt Card Limited
- Audit opinion
- Unqualified (clean)
- Going concern
- Affirmed
“Based on the work we have performed, we have not identified any material uncertainties relating to events or conditions that, individually or collectively, may cast significant doubt on the company's ability to continue as a going concern for a period of at least twelve months from when the financial statements are authorised for issue.”
Significant events
- “The company also purchased it's currently main site in order to secure its future.”
Auditor, going-concern and subsidiary information is drawn from the narrative of the latest annual accounts. About these numbers
People
6 active · 4 resigned
| Name | Role | Appointed | Born | Nationality |
|---|---|---|---|---|
| ROBINSON, Joanne | Secretary | 2020-12-15 | — | — |
| HULBERT, Timothy John | Director | 2017-06-12 | Jun 1979 | British |
| SMITH, Andrea Lorraine | Director | 2002-07-18 | Oct 1963 | British |
| SMITH, Christopher Richard | Director | 2002-07-18 | Jul 1958 | British |
| SMITH, James Michael | Director | 2014-09-11 | Jun 1991 | British |
| SMITH, Matthew Christopher | Director | 2014-09-11 | Oct 1986 | British |
Show 4 resigned officers
| Name | Role | Appointed | Resigned |
|---|---|---|---|
| SMITH, Andrea Lorraine | Secretary | 2002-07-18 | 2020-12-15 |
| GLOBAL FORMATIONS LIMITED | Corporate Secretary | 2002-07-18 | 2002-07-19 |
| BOOTH, Gary | Director | 2002-07-18 | 2006-06-09 |
| FREELANCE ENTERPRISES LIMITED | Corporate Director | 2002-07-18 | 2002-07-19 |
Ownership
Persons with significant control
| Name | Kind | Nature of control | Notified | Status |
|---|---|---|---|---|
| Mr Matthew Christopher Smith | Individual | Shares 25–50%, Voting 25–50% | 2019-11-26 | Ceased 2019-11-26 |
| Mr Christopher Richard Smith | Individual | Shares 25–50%, Voting 25–50% | 2016-04-06 | Active |
| Mrs Andrea Lorraine Smith | Individual | Shares 25–50%, Voting 25–50% | 2016-04-06 | Active |
Filing timeline
Last 20 of 98 total filings
| Date | Type | Category | Description | |
|---|---|---|---|---|
| 2026-04-30 | AA | accounts | Accounts with accounts type full | |
| 2025-12-01 | CS01 | confirmation-statement | Confirmation statement with no updates | |
| 2025-12-01 | MR01 | mortgage | Mortgage create with deed with charge number charge creation date | |
| 2025-11-26 | CH01 | officers | Change person director company with change date | |
| 2025-08-18 | CH01 | officers | Change person director company with change date | |
| 2025-06-30 | MR01 | mortgage | Mortgage create with deed with charge number charge creation date | |
| 2025-04-30 | AA | accounts | Accounts with accounts type full | |
| 2025-03-04 | MR01 | mortgage | Mortgage create with deed with charge number charge creation date | |
| 2024-11-29 | CS01 | confirmation-statement | Confirmation statement with no updates | |
| 2024-04-30 | AA | accounts | Accounts with accounts type full | |
| 2024-04-29 | MR01 | mortgage | Mortgage create with deed with charge number charge creation date | |
| 2024-04-29 | MR01 | mortgage | Mortgage create with deed with charge number charge creation date | |
| 2023-11-29 | CS01 | confirmation-statement | Confirmation statement with no updates | |
| 2023-08-25 | MR01 | mortgage | Mortgage create with deed with charge number charge creation date | |
| 2023-05-24 | MR01 | mortgage | Mortgage create with deed with charge number charge creation date | |
| 2023-04-26 | AA | accounts | Accounts with accounts type full | |
| 2022-11-29 | CS01 | confirmation-statement | Confirmation statement with no updates | |
| 2022-11-16 | PSC07 | persons-with-significant-control | Cessation of a person with significant control | |
| 2022-04-26 | AA | accounts | Accounts with accounts type full | |
| 2021-11-29 | CS01 | confirmation-statement | Confirmation statement with no updates |
Public-record activity
Raw counts from Companies House — last 12–24 months
- Filings
- 6
- Capital events
- 0
- Officers appointed
- 0
- Officers resigned
- 0
last 12 months
last 24 months
last 12 months
last 12 months
Direct counts from the register. No score, no rating — see the Filing timeline for the underlying events.