Jaded London annual report by dimitri

2024 At Jaded London, creativity is at the hear t of ever y thing we do.

A n n u a l Re p o r t

A n n u a l Re p o r t

D ire c tor s

G G oulde n PM Cummings J G oulde n J G oulde n

S e cre tar y

J G oulde n

C ompany numb e r

0 6 6 5 5 82 8

Re giste re d o ff ic e

5 Te chnolo gv Park C olinde e p L ane Uni te d K ing dom NW9 6B X

Au di tor

G runb e rg & C o Ltd 5 Te chnolo gv Park C olinde e p L ane C olindale Uni te d K ing dom NW9 6B X

A n n u a l Re p o r t

Grant & Jade Goulden, siblings who founded the british brand in 2013

REGARDS FROM OUR CEO We have both always loved fashion and had a real passion for the industry. Having worked at Asos, I noticed that streetwear was filtering down into the mainstream, but no brands were really doing it well at an affordable price point. I noticed a gap in the market which inspired me to launch something that was accessible to the mass market. There is a lot of trial and error to get the right suppliers/teams in place when starting a business. We grew very quickly in terms of sales, but it was hard to hire staff and supply the goods at the same speed as the demand.

Our social media strategy is targeting more micro influencers with gifting and no paid placements rather than the mega ones that require high fees as we feel this is a lot more organic for our brand. We find that these micro influencers are often more influential than some celebrities for increasing sales for a product. Our product is extremely visual, so Instagram is a great way to promote the product and allow our customers to express themselves showing off their new purchases.

We often re-post our customers and have built a huge following by creating a page where people get inspired. Celebrities have massively increased brand awareness for our brand and sales of the items that they are wearing, we have had Beyonce, Taylor Swift, Rita Ora and Gigi Hadid all wear our brand. We would love to see Bella Hadid, Kylie Jenner and Dua Lipa wear our brand as they are currently the most influential with huge social followings. Our customers are between the ages of 18-35 (male and female) they love socializing with friends, going to festivals and gigs, holidays in Ibiza and big social media users. They are not afraid to show off their personality through their fashion. Jaded London is stocked in major retailers such as Topshop, Selfridges, Urban Outfitters and Asos, with Jaded Man sold in Topman and River Island, and both are available via their own e-commerce that trades in five currencies.

We won’t stop until we become a globally recognized brand with millions of followers and consumers, we are growing at an extremely rapid rate year on year and would love to explore different markets and categories.

-Jade and Grant Goulden

TABLE OF CONTENTS

PERF ORMANCE HIGHLIGHT S.......................................5-12 NOTES TO FINANCIAL STATEMENT S.......................... 13-20 OU TLOOK F OR FU T URE YE ARS................................... 21-2 2

CLOSING STATEMENT...................................................... 23 FINAL NOTES TO RECONCIL ATION............................ 24 -25

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ABOU T JADED

OUR PRODUCT CHECKLIST -MEN AND WOMEN CLOTHING -BE ACH & SWIMWE AR -FOOT WE AR -PERSONAL ACCESSORIES

54PERFORMANCE HIGHLIGHTS

COVID-19 SALE R ATES

WOMENS

65%

There is still a risk of new outbreaks which is comidered unlikely to have a negative impact on sales growth given the strength of the company’s on line offering, However, further local lockdown restrictions and potential factory closures may cause supply chain issues and disruption to global shipping routes.

INFL ATION/COST OF LIVING MENS

30%

F OOT WE AR

5%

At the time of writing this, there is a lot of concern regarding inflation figures in key markets. As costs increase and many consumers might have to cut down on spending, there is a risk that demand and sales might be negatively impacted. There are also likely to be further increases in costs of production and fuel prices which will impact gross margins. The company will mitigate this by offering its customers an increasing array of excellent attractive products at a profitable price point.

RE VENUE DRIVERS For Jaded, the vast majority of revenue was being attributed to Direct and Organic Search, while Paid Social looked extremely expensive and low-return.

TikTok was driving 30% of their total revenue, compared to just 5% through Google Analytics

ABOU T JADED

CHINA

PRODUCTION We work with a number of factories around the world, with most of our garments produced in china, morocco and turkey.

T URKE Y

MORROCO

As a small business, ethical manufacturing is something we feel very strongly about and are working towards full transparency with all of our suppliers. Directors regularly visit each of our factories, our key supplier factories employ independent staff who share our dedication to protecting human rights and fair labour practices. They are trained to recognise the standard of employment and working environment we expect and flag any issues to us immediately.

HIRING

CHARIT Y It’s important to us that we give back where we can by raising awareness, advancing the education of important topics, and donating to causes close to our hearts. Jaded aims to preserve a budget to make such monetary donations.

7 PERFORMANCE HIGHLIGHTS

We are proud to be an equal opportunities employer. We are committed to equal opportunities and embrace diversity, understanding the needs and benefits of a balanced, inclusive workforce.

Our commitment to equal opportunity also extends beyond recruitment and selection to all areas of employment including training, renumeration, career development, and promotion by following practices that are free from unfair and unlawful discrimination.

SUSTAINABILIT Y We recognize our responsibility to help protect the planet and are committed to a sustainable future. We continuously review all operations and wherever practicable will make changes to minimise our environmental impact.

For example: we aim to reduce waste generation and minimize the waste we send to landfills. we engage with our suppliers to improve the environmental impact of the products and services we purchase.

We encourage our head office to reduce waste, including sorting and recycling materials, donating used technology equipment, using drinking water taps in place, stocking recyclable/compostable supplies in the kitchens, and running recycling campaigns. we are also committed to working with our suppliers, clients, and other stakeholders to reduce their own environmental footprint

ABOU T JADED

MODELING FOR JADED LONDON For a l l e - c o m m e r c e a n d campaign photography on jadedldn.com, we have always and will continue to only hire models through reputable modeling agencies to ensure the safety and protection of our models. All shoots are paid and fees are negotiated directly with the agency before booking confirmation.

SOCIAL MEDIA WORK We reach out and gift influencers to collaborate with us based on their followers and engagement. our gifting tiers are structured to be non-discriminatory, as such they are based solely on these metrics.

9 PERFORMANCE HIGHLIGHTS

EDITIONS Editions is a platform for showcasing the talent and individuality of creatives. Editions acts as a catalyst for their craft, as well as allowing a new perspective on the collection it will be a part of, where in some cases, the project will sit as a standalone collection.

Introducing exciting and aligned creatives to our ecosystem is a way of empowering their ideas, giving them a voice and creating a space that acts a spotlight for these designers/creators. Each Edition will have their own space on our site, diving into the process of the collaboration, their interests, music that inspires their process, the campaign and of course, their creations.

ST UDENT DISCOUNTS Buying the latest fashion trends as a student can be quite difficult. But not at Jaded London.

When you scroll down on the Jaded website and click on “student discount”, you may select either the US or UK option. We will be able to connect you through a StudentBeans account. From there, you will receive a Jaded discount code with 10% off to use on your next purchase.

OUR CAMPAIGNS -LOCAL CELEBRITIES

-LDN TO NY

-MUD FIGHT L AUNCH

-LDN X OMIGHT Y L AUNCH

-TEENAGE FICTION

-STREE T ST YLE IN JAPAN

-SLE A ZNATION FOR JADED

-PELO ROSO FOR JADED

-COWBOYS OF HABIT

-TANGO LOCO

-PRINCESS PL ASTIK

-FATALE

ABOU T JADED

CHIEF GROWTH OFFICER

KE Y ACCOUNTABILITIES

This role is responsible for leading the nex t stage of growth for Jaded London and will repor t directly to the founders.

In this newly created role you will be the first C suite addition to the business and will oversee marketing, B&M, operations and production and will be a critical stakeholder within the organization.

Deliver the Objectives for Jaded London; -£100m profitable revenue by 2025 (Jaded already materially profitable);

Enhance Jaded’s Strategy: along with Jaded’s shareholders, board, boardadvisors fur ther codif y the strategy (where Jaded plays: Products, Target Audience, Sales Channels & Geographies & how Jaded wins: how Jaded operates, how it behaves etc) to give Jaded the best possible chance of hitting its objectives. Keep up to date with eCommerce best practice of tomorrow through training, research etc.

-Formalise a short/medium/long-term strategy with clear steps on how to execute and achieve targets -Ensure that Jaded has the right team and resources to meet its objectives -Establish a Corporate / Social Responsibility Programme; -Own the P&L - Challenge each function to deliver their objectives.

-Ensure ‘today ’s’ P&L is delivered while planning reviewing to continue growth ‘tomorrow’; -Build our People & Culture: -Develop and build commercial (but fast/agile) processes with the Co-Founders

11 PERFORMANCE HIGHLIGHTS

KEY RELATIONSHIPS Internally – Founders, head of finance, head of acquisition, head of ecommerce, brand marketing team, communication teams, Web Development Team, Brand B+M Teams.

Develop/enhance the sourcing, buying, merchandising and planning activities alongside greater codification of what makes Jaded famous and desirable

ACCOUNTING POLICIES

STOCKS 202 2 +£127,314

2021 +£74,300

Stocks are stated at the lower of cost and estimated selling price less costs to complete and sell. Cost comprises direct materials and, where applicable, direct labour costs and those overheads that have been incurred in bringing the stocks to their present location and condition.

Stocks are measured on a first-in-first-out basis.

At each reporting date, an assessment is made for impairment. Any excess of the carrying amount of stocks over its estimated selling price less costs to complete and sell is recognised as an impairment loss in profit or loss. Reversals of impairment losses are also recognised in profit or loss.

*Movements in working capital: Increase in stocks

13 NOTES TO FINANCIAL STATEMENTS

IMPAIRMENT AFFI XED ASSE TS e At each reporting period end date, the company reviews the carrying amounts of its tangible assets to determine whether there is any indication that those assets have suffered an impairment loss. If any such indication exists, the recoverable amount of the asset is estimated in order to determine the extent of the impairment loss (if any). It is not possible to estimate the recoverable amount of an individual asset, the company estimates the recoverable amount of the cash-generating unit to which the asset belongs.

Recognized impairment losses are reversed if, and only if, the reasons for the impairment loss have ceased to apply. Where an impairment loss subsequently reverses, the carrying amount of the asset (or cash-generating unit) is increased to the revised estimate of its recoverable amount, but so that the increased carrying amount does not exceed the carrying amount.

TANGIBLE FI XED ASSE TS Tangible fixed assets are initially measured at cost and subsequently measured at cost or valuation, net of depreciation and any impairment losses.

Depreciation is recognized so as to write off the cost or valuation of assets less their residual values over their useful lives on the following bases.

*25% on a reducing balance 33% on CMT

FINANCE REPOR T

Gross profit margin

31st July 2022 44.4% margin

31st July 2021 £8.4m

£8.9m

CASH AND CASH EQUIVALENTS Cash and cash equivalents are basic financial assets and include cash in hand, deposits held at call with banks, other short-term liquid investments with original maturities of three months or less, and bank overdrafts. Bank overdrafts are shown within borrowings in current liabilities.

15 NOTES TO FINANCIAL STATEMENTS

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.

T URNOVER Turnover is recognized at the fair value of the consideration received or receivable for goods provided in the normal course of business, and is shown net of VAT and other sales related taxes. The fair value of consideration takes into account trade discounts, settlement discounts and volume rebates.

Revenue from the sale of goods is recognized when the significant risks and rewards of ownership of the goods have passed to the buyer (usually on dispatch of the goods), the amount of revenue can be measured reliably, it is probable that the economic benefits associated with the transaction will flow to the entity and the costs incurred or to be incurred 1n respect of the transaction can be measured reliably. With sales made online, revenue is recognized at the point of order online with all the factors above also being met.

FINANCE CONTINUED

COMPREHENSIVE INCOME CHART £

Turnover

20,044,745

Cost of sales Gross profit Administratil1e expenses Other operating income Operating profit

(11,139,712) 8,905,033 (6,280,076) 542 2,625,499

Interest receivable 1,013 Interest payable 14,851 Profit before taxation 2,626,512 Tax on profit (504,496)

1 7 NOTES TO FINANCIAL STATEMENTS

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DERECOGNITION OF FINANCIAL ASSE TS Financial assets are decongested only when the contractual rights to the cash flows from the asset expire or are settled, or when the company transfers the financial asset and substantially all the risks and rewards of ownership to another entity, or if some significant risks and rewards of ownership are retained but control of the asset has transferred to another party that is able to sell the asset in its entirety to an unrelated third party.

Profit from 2023

£2 ,12 2 ,016

OTHER ASSE TS Other financial assets, including investments in equity instruments which are not subsidiaries, associates or joint ventures, are initially’ measured at fair value, which is normally the transaction price. Such assets are subsequently carried at fair value and the changes in fair value are recognized in profit or loss, except that investments in equity instruments that are not publicly traded and whose fair values cannot be measured.

* For the year ended: 31st July 2022 The income statement has been prepared on the basis that all operations are continuing.

LOANS & GR ANT S

INCREASE IN STOCKS

-£2 ,457

+£372 ,766

DECREASE IN STOCKS

INCREASE IN CREDITORS

+£438,299

GOVERNMENT GRANTS The company recognises government grants received relating to the Job Retention Scheme. The grants are recognised in the Income Statement over the period in which the company recognises the related costs for which the grant is intended to compensate.

19 NOTES TO FINANCIAL STATEMENTS

COMPANY LOANS SBA lending are bank-rate term loans and lines of credit provided by traditional lenders with a SBA guarantee. The enhanced guarantee provides lenders with the assurance that if the borrower fails to repay their loan, the SBA will cover a large portion of the lender’s losses. By providing this guarantee, the goal is to increase the number of loans provided to small businesses.

CASH AND CASH EQUIVALENTS Cash and cash equivalents are basic financial assets and include cash in hand, deposits held at call with banks, other short-term liquid investments with original maturities of three months or less, and bank overdrafts. Bank overdrafts are shown within borrowings in current liabilities.

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THE FU T URE OF JADED

THE END GOAL Jaded London wants to be a £100 million business in the next three to four years.

It will be hard to maintain growth like we had this year at 60 per cent, but we want to reach the £100 million milestone, remain profitable and be fully in control of the business.

21 OUTLOOK FOR FUT URE YE ARS

FUT URE E VENTS Physical events to drive international expansion.

Jaded London was planning more US pop-ups, but now it’s setting its sights on Asia after its denim Chelsea dress was worn by K-pop stars Shuhua from (GI-dle, Sakura from Le Sserafim, Winter from Aespa over recent months. Now, 10 per cent of sales are coming from Asia, the founders say. In China, people are bulk ordering pieces in various sizes to resell, showing growing demand. Now, it’s thinking about pop-ups and working with a local agency to get on Tmall and local social media platforms.

CELEBRIT Y SHOOTS Jaded drops are inspired by pop culture and often the brand will turn them around in a matter of weeks, to stay relevant. The brand has done shoots inspired by TV series The Last Dance, Barbiecore and indie sleaze, just as they begin to appear. The brand also has Editions, its new collaboration series, working with smaller labels including satirical viral brand Cowboys of Habit and 3D-printed, biodegradable sunglasses label La Maskarade, which helps bring the brand to more niche audiences and shows its customers that it’s at the forefront of Gen Z style

CLOSING

Looking ahead to the year from 31st July 2023, the company is looking to substantially increase sales growth, with the addition of new roduct categories; and geographic expansion.

The United States of America is seen as a particularly exciting opportunity for the company to penetrate; with already a high proportion of website sales being delivered there and an increasingly loyal Gen Z and broader customer base. Whilst looking to keep healthy profit margins and cash flow generatio1, it is anticipated that further investment in eople, systems and marketing will continue to be made to fuel future growth.

23 THE OUTLOOK FOR FUT URE YE ARS

Provision for sales and stock returns The accounts have been restated to incorporate the impact of a provision that should have been made in the prior year. The provision relates to items included in the final sales and stock figure for year ending 31 July 2021, which were fully refunded in August 2021. The change has resulted in profits available for distribution at 31 July 2021 decreasing before tax by £156,532. The change has also resulted in a decrease of t1e corporation tax for the year {along with the corresponding liability) by £29,741.

This document was delivered using electronic communications and authenticated in accordance with the registrar 's rules relating to electronic form, authentication and manner of delivery under section 1072 of the Companies Act 2006.

A n n u a l Re p o r t