On-and-Offline Clothing Retailer. Amazon UK & EU’s largest selling brand of men's underwear and socks. | Country 2 Capital

Country 2 Capital, trading as FM London, is an on-and-offline clothing retailer, specialising in men’s undergarments. They are the largest selling brand for socks and underwear on Amazon in both the UK and the EU. FM London also has over 100,000 five star reviews of their products. They were formed by three brothers in 2015, and highly value customer satisfaction. Their core business philosophy prioritises affordability and quality, a philosophy maintained by a very low marketing budget.

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To be the most efficient e-commerce supplier of mens undergarments.

FM London is the largest selling brand in socks and underwear on Amazon UK and EU, and we’re excited to be working with Crowd2Fund to help further extend our reach across the EU. We operate logistics facilities in the UK and Poland, but we’re hoping to expand across Europe even more to bring down our direct delivery times. Our primary focus is mens underwear, including our breathable, sustainable, and soft bamboo boxers. We have a direct online storefront, as well as utilising online marketplaces like Amazon. We provide free tracked 2-4 day delivery for the UK, and quick deliveries in the EU through Amazon too. We’re working on expanding our direct reach in the EU, though we will still keep working with Amazon after we expand to conquer more of the EU market.

FM London firmly believes that men’s undergarments should be both high quality and affordable. We keep our product prices low by minimising our marketing budget, relying primarily on word-of-mouth as well as positive customer interaction in order to expand our client base. Unlike other brands, this means we don’t need to skimp on quality to provide affordable undergarments. Our top selling underwear and socks both maintain a 4.5 star rating on Amazon, each with over 30,000 reviews!

We’re a sustainable, well-liked by our customers business selling good quality men’s underwear at affordable prices.

Credit commentary
The director James Francis is providing a personal guarantee, which means should the business fail and have insufficient assets within the business to repay the loan, we can look to the guarantor(s) to repay any shortfall on repayment. There have been no CCJs for the business or director. The Equifax score and grade, on which we base our assessment of risk, are based on the 2022 accounts. This is a clothing brand with a steady turnover over the past two years. The management accounts show that the four-month profit before tax was £68,518 and net equity was £402,105Finally, the company’s ability to pay current debt obligations can be evaluated by looking at their Debt Servicing Capacity and Net Gearing Rate. The bank statements demonstrate reasonable affordability, and the accounts remain well in credit.

Inflation risk
As the majority of lending to the business is at a fixed rate, they will not be immediately affected by interest rate increases. C2C advised that they are less likely to be impacted by inflationary pressures as their contractors have provided reassurance that they will keep prices constant for at least the next 6 months. The directors do not expect to draw money from the business as the funds will be used for working capital to accelerate growth on Amazon and Zalando

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