Potato London Ltd
Registered name: POTATO LONDON LTD
Part of Wpp Plc groupPotato London Ltd made £8.7m revenue and £1.5m profit in the year to 31 Dec 2025.
Potato London Ltd’s revenue grew 9% to £8.7m in the year to 31 Dec 2025, with £1.5m profit and 45 employees. The company is classified under “business and domestic software development” and is based in London; we hold 3 years of its filed accounts.
- Status
- Active
- Location
- London
- Age
- 16 yrs · since 2010
- Type
- Private Limited Company
Key figures
Financial history
| Year to | 31 Dec 2023 | 31 Dec 2024 | 31 Dec 2025 |
|---|---|---|---|
| Disclosure | Full P&L | Full P&L | Full P&L |
| Profit & loss | |||
| Revenue (turnover) | £7m | £8m | £8.7m |
| Cost of sales | −£3.6m | −£3.9m | −£4.3m |
| Gross profit | £3.4m | £4m | £4.4m |
| Operating profit | £1.2m | £1.6m | −£1.7m |
| Profit before tax | £1.4m | £1.9m | £2m |
| Profit after tax | £1m | £1.4m | £1.5m |
| Profit (best available) | £1m | £1.4m | £1.5m |
| Employees (average) | 45 | 44 | 45 |
| Ratios | |||
| Profit margin | 14.6% | 17.5% | 17.4% |
| Gross margin | 48.3% | 50.6% | 50.2% |
| Revenue per employee | £156k | £181k | £193k |
| Profit per employee | £22.8k | £31.7k | £33.7k |
| Growth (year on year) | |||
| Revenue growth | — | ▲13.4% | ▲9% |
| Profit growth | — | ▲35.9% | ▲8.5% |
| Headcount growth | — | ▼2.2% | ▲2.3% |
| Balance sheet — indirect signals, not revenue | |||
| Net assets | — | — | — |
| Source | Accounts · bulk data Oct 2025 | Accounts · bulk data Oct 2025 | Accounts · bulk data Oct 2026 |
How the business works
- Profit margin
- 17.4%
- Profit ÷ revenue.
- Gross margin
- 50.2%
- Gross profit ÷ revenue. High for software and services.
- Revenue per employee
- £193k
- Revenue ÷ average employees.
- Profit per employee
- £33.7k
- Profit ÷ average employees.
- Cash conversion
- —
- Cash generated from operations ÷ operating profit. Needs a cash-flow statement.
- Fixed assets ÷ revenue
- —
- Capital intensity. Low = capital-light, cheaper to start.
- Deferred income ÷ revenue
- —
- Customers paying upfront (subscriptions, deposits). Approximate when combined with accruals.
- Debtors ÷ revenue
- —
- Money owed by customers. Low = customers pay quickly.
Balance-sheet signals
Year-on-year changes in filed balance-sheet items. They can hint at momentum (or investment) but are not revenue or profit and must not be read as such.
- Net assets
- —
- Now —
- Cash at bank
- —
- Now —
- Headcount
- ▲2%
- Now 45
- Deferred income
- —
- Now —
- Fixed assets
- —
- Now —
Group structure
Ownership chain
- Wpp Plc (registered outside the UK register)ultimate parent75–100%
- WPP Jubilee Limited75–100%
- WPP MR Overseas Media Holdings Limited75–100%
- WPP 2005 Limited75–100%
- WPP Group (UK) Ltd75–100%
- Box of Vegetables Limited75–100%
- Potato London Ltdthis company
Bands show the share of ownership each company holds in the one below it.
From the Persons with Significant Control register (corporate controllers only).
Sources
Latest figures from accounts for the year to 31 Dec 2025 (profit £1.5m), from the Companies House accounts bulk data published Oct 2026. Spotted an error? Request a correction.
Updated from Companies House on 21 Oct 2026
Contains public sector information from Companies House licensed under the Open Government Licence v3.0. Data from Companies House, © Crown copyright. View the licence.