Established in 2003, Primrose are a family-run online retailer based in Reading, Berkshire and we have been trading and expanding ever since. In 2012 we secured an investment by the BGF to help us grow further and provide our customers with the continued excellence they have come to expect from us.
Everything is based in-house which allows us to focus our passion on what we do best - providing a great range of products with the best prices and knowledgeable customer service.

Reading, GB
Size (employees)
95 (est)+3%
Primrose was founded in 2003 and is headquartered in Reading, GB
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Primrose Office Locations

Primrose has an office in Reading
Reading, GB (HQ)
44 Portman Rd
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Primrose Financials and Metrics

Summary Metrics

Founding Date

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Primrose Financials

Primrose's revenue was reported to be £35.73 m in FY, 2016

Revenue (FY, 2016)

35.7 m

Gross profit (FY, 2016)

15.2 m

Gross profit margin (FY, 2016), %


Net income (FY, 2016)

1.9 m

EBITDA (FY, 2016)

2.5 m

EBIT (FY, 2016)

2.4 m

Cash (31-Oct-2016)

6.1 m
GBPFY, 2010FY, 2011FY, 2012FY, 2013FY, 2014FY, 2015FY, 2016


10.6 m14.7 m19.8 m25.7 m33.5 m40.4 m35.7 m

Revenue growth, %


Cost of goods sold

12.8 m17.1 m23 m24.9 m20.6 m

Gross profit

7 m8.5 m10.6 m15.5 m15.2 m
GBPFY, 2007FY, 2008FY, 2009FY, 2010FY, 2011FY, 2012FY, 2013FY, 2014FY, 2015FY, 2016


398.7 k328.5 k866.6 k427.2 k930.7 k3 m2 m1.3 m378.1 k6.1 m

Accounts Receivable

47 k152.5 k361 k61.4 k62.5 k144.4 k309.5 k265.2 k378.4 k295.6 k


191.3 k531.2 k835.6 k1.2 m1.9 m2.4 m3.1 m4.7 m7.3 m3 m

Current Assets

637 k1 m2.1 m2.5 m3.7 m6.4 m7.5 m11.8 m12.1 m10.4 m
GBPFY, 2010FY, 2011FY, 2012FY, 2013FY, 2014FY, 2015FY, 2016

Net Income

571.2 k758.6 k10 k371.2 k420.4 k(51.7 k)1.9 m

Cash From Operating Activities

60.3 k1 m(137 k)(789.5 k)(657.9 k)(924.5 k)6.1 m

Dividends Paid

75 k100 k141.9 k116.5 k

Cash From Financing Activities

(15.8 k)5.9 k2.8 m(23.2 k)(7.6 k)22.1 k8.6 k
GBPY, 2016


541.4 k

Financial Leverage

1.5 x
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Primrose Online and Social Media Presence

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Primrose News and Updates

What's the property market like in Chalk Farm?

Clustered in among some of London’s most popular neighbourhoods, Chalk Farm is a sort of dividing line between the tourists and the nightlife of Camden, and the exclusive neighbourhoods of Primrose Hill and Belsize Park. As such, it’s moments away from both – with 24 hour transport links now the Nor…

Sky's the limit: New plans to ease housing woes will let you build upwards

The government has said it will loosen planning rules in a bid to ease the housing crisis, with homeowners being given permission to build upwards. "The answer to building new homes isn’t always an empty plot, or developing on a derelict site," said housing secretary Sajid Javid. Read more: Th…

The old Johnson family home in Primrose Hill on sale for £11.25m

Looking for a home that’s fit for a foreign secretary? This five storey Victorian townhouse on Regent’s Park Road was the childhood home of Boris, Rachel and a whole host of Johnsons, including jungle-botherer and father of the thatched brood, Stanley. 60 Regent's Park Road, Primrose Hill, £11…

What parts of London are popular with superstar musicians?

It’s said there’s no business like show business and with the top 10 musicians taking $278m in tour revenues between them in 2016, the numbers speak for themselves. London is a key destination on the international touring scene. Money generated by live music in the capital exceeded £1bn for the f…

Would you buy these $15 period brownies?

Eating chocolate during your period is one of those tropes I just don't understand. How am I supposed to eat chocolate while I am busy sobbing at a commercial for soup?  But those who are members of the period chocolate community might be interested in these new treats from Washington bakery Moon …
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