{"name":"FIRDIRECT LTD","company_number":"07846145","status":"Active","type":"Private Limited Company","incorporated":"2011-11-14","dissolved":null,"registered_office":"Unit 16 Baltimore Trading Estate, Baltimore Road, Birmingham, England, B42 1DD","postcode":"B42 1DD","sic_codes":[{"code":47910,"description":"Retail sale via mail order houses or via Internet"}],"principal_activity":null,"previous_names":[],"warnings":[],"accounts":{"category":"Micro","year_end":"30 November","last_made_up_to":"2025-11-30","next_due":"2027-08-31"},"employees":{"count":2,"accounts_date":"2025-11-30"},"financials":[{"financial_date":"2025-11-30","net_assets":215543,"average_employees":2},{"financial_date":"2024-11-30","net_assets":145041,"average_employees":2},{"financial_date":"2023-11-30","net_assets":106095,"cash":38699,"average_employees":1},{"financial_date":"2022-11-30","net_assets":74368,"cash":109498},{"financial_date":"2021-11-30","net_assets":61278,"cash":108154}],"officers":{"current":1,"resigned":2,"complete":true,"note":"Names and details of individual officers are on the People page (subscriber-only on this site) and free at Companies House."},"charges":{"total":0,"outstanding":0},"gazette_notices":[],"insolvency_outcome":null,"ai_summary":"FIRDIRECT LTD has engineered an impressive turnaround from negative net assets to a £145,041 equity position, with FY2024 cash reserves of £204,758 providing exceptional strategic optionality for a micro-entity. The company's asset-light e-commerce model and demonstrated profitability create a foundation for growth, but success will depend on transitioning from a capital-accumulation phase to strategic deployment—addressing key-person risk, competitive positioning, and working capital management while scaling beyond founder-dependency. The next 12-18 months represent a critical window where disciplined investment of the cash reserve will determine whether FIRDIRECT becomes a scalable enterprise or remains a profitable but constrained lifestyle business.","website":null,"links":{"page":"https://www.companiesintheuk.co.uk/ltd/firdirect","people":"https://www.companiesintheuk.co.uk/company/firdirect/people","filing_history":"https://www.companiesintheuk.co.uk/company/firdirect/filing-history","companies_house":"https://find-and-update.company-information.service.gov.uk/company/07846145","financials":"https://www.companiesintheuk.co.uk/company/firdirect/financial","control":"https://www.companiesintheuk.co.uk/company/firdirect/control","ai_analysis":"https://www.companiesintheuk.co.uk/company/firdirect/analysis"},"source":"CompaniesInTheUK, from Companies House, The Gazette and other public registers (see /support/about). Cite as: CompaniesInTheUK, https://www.companiesintheuk.co.uk/ltd/firdirect"}