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Choice Hotels International

chh · LSE Consumer Cyclical
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Ticker chh
Exchange LSE
Sector Consumer Cyclical
Industry Travel Lodging
Employees 501-1000
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FY2024 Annual Report · Choice Hotels International
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ANNUAL REPORT 2024

Over 225 years of...  
INNOVATION, PASSION & EXPERTISE
Within the hospitality sector, the choice of tableware must meet the highest standards for 
presentation, practicality and performance. Over 225 years of innovation, passion and 
expertise make Churchill the natural partner for providing tabletop solutions.
The Churchill brand has achieved global recognition and is a reputable supplier of the 
highest-quality ceramics. Respected for service excellence, product quality, environmental 
responsibilities and product innovation.

Contents
Five Year Performance
02
Financial Highlights
04
Directors, Secretary and Advisers
05
Chairman’s Statement
06
Strategic Report 
10
Directors' Report
25
Corporate Governance
29
Remuneration Report
30
Nomination Committee Report
37
Audit Committee Report
38
Independent Auditors’ Report to the Members of Churchill China plc
39
Consolidated Income Statement  
for the year ended 31 December 2024
43
Consolidated Statement of Comprehensive Income  
for the year ended 31 December 2024
44
Consolidated Statement of Financial Position  
as at 31 December 2024
45
Company Statement of Financial Position as at 31 December 2024
46
Consolidated Statement of Changes in Equity  
for the year ended 31 December 2024
47
Company Statement of Changes in Equity  
for the year ended 31 December 2024
48
Consolidated Statement of Cash Flows  
for the year ended 31 December 2024
49
Reconciliation of Operating Profit to Net Cash Inflow  
from Operating Activities
50
Notes to the Financial Statements  
for the year ended 31 December 2024
51
Five-Year Financial Record
72
Churchill China plc Annual Report for the year ended 31 December 2024    01

Five Year Performance
Revenue (£m)
£78.3m  £4.0m
*Operating Margin (%)
10.2%  2.2%
*Operating Profit (£m)
£8.0m  £2.3m
*Profit before Income Tax (£m)
£8.5m  £2.3m
* Excluding exceptional items.
82.5
60.8
36.4
82.3
78.3
10
20
30
40
50
60
70
80
90
0
2020
2021
2023
2024
2022
2020
2021
2022
2023
2024
2.5
10.1
11.1
12.4
10.2
2
4
6
10
8
12
14
0
0.9
6.1
9.1
10.3
8.0
2
4
6
8
10
12
0
2020
2021
2022
2023
2024
0.8
6.0
9.1
10.8
8.5
2
4
6
8
10
12
0
2020
2021
2022
2023
2024
Other Highlights
•	 EPS reduced to 57.9p (2023: 70.2p)
•	 Cash generated from operations £5.1m (2023: £8.3m)
•	 Total cash and financial assets of £10.1m (2023: £13.9m) 
02    Churchill China plc Annual Report for the year ended 31 December 2024

Churchill China plc Annual Report for the year ended 31 December 2024    03

2024
£’000
2023
£’000
Revenue
78,279
82,339
Operating profit
7,995
10,252
Net finance income / (cost)
541
536
Profit before income tax
8,536
10,788
Cash and cash equivalents
10,100
13,933
Trade debtors
11,289
10,493
Dividends paid
4,014
3,519
Key ratios
Operating margin 
10.2%
12.4%
Earnings before interest, tax, depreciation and amortisation (£’000)
11,661
13,762
Basic earnings per share
57.9p
70.2p
Interim dividend per share paid
11.5p
11.0p
Final dividend per share proposed
26.5p
25.0p
Financial Highlights
for the year ended 31 December 2024
04    Churchill China plc Annual Report for the year ended 31 December 2024

Directors, Secretary  
and Advisers
Executive Directors
D M O’Connor
J A Roper
M Cunningham 
Non-Executive Directors
R G W Williams (Chairman) +
J M Moore *•+
C J Stephens * •+ 
M Payne* •+
Company Secretary and Registered Office
Michael Cunningham, FCCA
No.1, Marlborough Way
Tunstall
Stoke-on-Trent
Staffordshire
ST6 5NZ
Independent Auditors
PricewaterhouseCoopers LLP
Chartered Accountants and Statutory Auditors
One Chamberlain Square 
Birmingham
B3 3AX
Solicitors
Addleshaw Goddard
One St Peter’s Square
Manchester
M2 3DE
Nomad and Joint Broker
Investec Bank plc 
30 Gresham St 
London
EC2V 7QP
Joint Broker
Panmure Liberum Limited
Ropemaker Place, Level 12
25 Ropemaker Street
London
EC2Y 9LY
Bankers
Lloyds Bank plc
8th Floor
40 Spring Gardens
Manchester
M2 1EN
Registrars
Equiniti
Aspect House
Spencer Road
Lancing
West Sussex
BN99 6ZX
*	 Member of the Audit Committee
•	 Member of the Remuneration Committee
+	 Member of the Nomination Committee
Churchill China plc Annual Report for the year ended 31 December 2024    05

Chairman’s
Statement
Dear Shareholders
Operational and commercial performance
These results demonstrate the strength of our brand as we continued 
to experience steady demand in weak markets both in the UK and 
export. We continued to deliver new product into the market with those 
introduced in the last two years delivering £7m of sales. Our performance 
in our core markets was strong with the UK showing good resilience and 
we performed comparatively well in northern Europe. 
2024 was, however, a challenging year for the Company. Waning 
consumer confidence and political uncertainty dominated both at 
home and in our major overseas markets, meaning that even our strong 
performance was against a backdrop of decline. Furthermore, the 
October UK Budget created further financial challenges for our  
UK hospitality customer base and added considerably to our costs  
of employment.
As a result, revenue in the year reduced to £78.3m, down from £82.3m 
in 2023, a reduction of 4.9% year-on-year. The profit impact of reduced 
volumes and a difficult pricing environment was partially offset by 
improved operational performance, leaving profit before tax at £8.5m 
for the year (2023: £10.8m) representing a return on sales of 10.9% 
(2023: 13.1%).
These results demonstrate the strength of our brand, as we continued to experience steady 
demand in weak markets. Our performance in our core markets was strong, with the UK 
showing good resilience, and we preformed comparatively well in northern Europe.”
“
06    Churchill China plc Annual Report for the year ended 31 December 2024

Churchill China plc Annual Report for the year ended 31 December 2024    07

Across all of our key markets, the year was characterised by a lower 
number of new installations and replacements. In our core UK market, 
we believe that we have continued to grow market share, albeit within a 
contracting market. While growth opportunities remain in our key export 
markets, economic conditions have held back share gains. 
Operationally, the Company continues to have a long-term perspective 
and is addressing those factors that are within our control. Efficiencies 
and yields continued to improve in the year, and we have now surpassed 
the already impressive pre-COVID-19 yields achieved in 2019. We now 
believe ourselves to be sector leading in terms of our waste levels 
through our manufacturing process, but encouragingly, our continuous 
improvement activities give us confidence that there is more to come.
The strength of our unencumbered balance sheet and our strong cash 
position has allowed us to maintain healthy capital expenditure and 
dividend payments during the year, meaning the Company had an 
outflow of £3.8m (2023: inflow £4.3m). This left our year end cash balance 
at £10.1m (2023: £13.9m).
Overall, business performance has been resilient given the headwinds 
faced, and we continue to look forward to an improving economic 
situation for which we are well positioned. 
Dividend
We are pleased to propose a final dividend of 26.5p per share giving a 
total dividend of 38.0p per share for the year. Whilst profitability is down 
for the year, the level of dividend highlights the Board’s belief that the 
Company can continue to make sustainable cash flows, and that the 
underlying performance of the business has the potential for sustainable 
growth. 
Consolidating growth
Outside the UK, the Company continues to have low market share in 
large fragmented markets where we invest in sales and marketing to 
increase market share and support our move from whiteware to value 
added product. A focus on overcoming the cost pressures on the 
business through improving yield and productivity on the factory floor 
have been ongoing and have, to date, been successful. This has allowed 
the Company to maintain a competitive price point within the market 
and hold market share. 
The Company expects export growth to continue once market 
conditions improve, and we continue to see significant opportunities for 
sales expansion medium term in these overseas markets.
The Company is firmly committed to maintaining an active capital 
expenditure program to facilitate our long-term focus on cost reduction, 
productivity and yield. In addition, we continue to investigate the 
opportunities from alternative energy and reduced carbon processes to 
achieve both net zero and reduced cost.
Board changes
As communicated in last year’s report, in January we welcomed Martin 
Payne as our Senior Independent Director and Audit Committee Chair. 
We also bade farewell to Brendan Hynes in June, who had served the 
Company as Audit Committee Chair for almost 11 years.
Employees
I would like to take this opportunity to thank the hard work and 
dedication of all our employees on delivering the Company’s result 
under challenging conditions, including those who left us as a result of our 
actions on costs within the year.
Environmental, Social and Governance (‘ESG’)
We continue to focus on ESG within the business, with energy projects 
continuing to make up the bulk of our focus in this area. Following trials 
of electrification of our glazing lines, we have seen significant yield 
improvements through process consistency and control. This has moved 
projects that were seen as trials into mainstream and further iterations 
of these projects are now ongoing. This project will reduce the energy 
footprint of glazing by 80%, a process that, pre-electrification, would have 
consumed circa 12% of the factory’s gas.
We have also refreshed the governance aspect of the Board by 
complying ahead of adoption dates with the QCA code, revisiting 
and reviewing our terms of reference for our various committees and 
undergoing a Board evaluation process during the year.
Outlook 
The Company continues to deliver differentiated performance products 
that are highly regarded in the marketplace. We continue to have a 
business that has a strong installed customer base leading to healthy 
replacement business which we expect to continue through 2025. The 
area that is currently more uncertain is the number of new installations 
however, as always, with our market leading delivery times and stock 
levels we are always well placed to service new installations rapidly.
A more robust hospitality market is required for a step forward in our 
market penetration and profitability. We will continue to focus on 
improving efficiencies within the business and invest strategically to 
ensure we are in the best position to capitalise on future opportunities, as 
underlying macro conditions and consumer sentiment improves.
Robin G W Williams
Chairman
8 April 2025
Chairman’s
Statement
08    Churchill China plc Annual Report for the year ended 31 December 2024

Churchill China plc Annual Report for the year ended 31 December 2024    09

Strategic Report
For the year ended 31 December 2024
The Directors present their Strategic Report for the Group for the year 
ended 31 December 2024. 
Principal activities
Churchill China is a UK-based manufacturer of performance tableware 
primarily supplying into the hospitality sector. Utilising a high-performance 
vitreous body, the Company leverages its technical advantages to 
deliver superb value in use and value for money to its end users.
In addition to the supply of tableware, the Group supplies the majority of 
the UK pottery industry with materials for the manufacture of ceramics. 
The Group utilises its extensive technical abilities to supply high-quality 
body materials, glaze and colour. 
Business model
The Group supplies customers worldwide with a range of high-
performance tabletop products, primarily ceramic tableware. Most of 
these revenues come from our UK manufacturing facilities although we 
do supplement these with some outsourced products. 
We focus primarily on the hospitality sector, which generates most of 
our revenue. This focus is driven by the attractiveness of the sector, with 
revenues seen as long term, recurring and, whilst vulnerable to short-term 
economic fluctuations, reasonably stable. 
The market is highly fragmented and so our strategy of identifying strong, 
in-territory distributors to work with, allows us to deliver to a wide range of 
customers. From large chains through to small independent restaurants 
we are perfectly placed to offer innovative product and design to give a 
competitive, differentiated advantage to our customers.
The growth strategy for the Company is to focus on those areas currently 
underserved by our competitors with regards to customer service. Our 
ability to fulfil customer orders, in the vast majority of cases, in under 48 
hours gives us a significant competitive advantage.
Culture and values
As a company with a long history, our values are well defined. Innovation, 
cooperation, uncompromising customer service, trust and honesty are the 
core values that drive our behaviours on a day-to-day basis. 
Our decision making is based on taking decisions that are aligned with 
adding long-term value to our Shareholders, whilst being mindful of our 
responsibilities to our wider stakeholders.
The business culture is driven by the executive leadership team and 
hinges on openness and giving our colleagues the space to develop 
and grow. While there are controls in place to protect the business, 
colleagues are given the space to make decisions without fear of failure. 
The average term of service of our staff is 11.8 years, which is a key KPI for 
the business and we believe this highlights our ability to create a good 
working environment for our colleagues.
The Board believes that this approach allows our colleagues to become 
the leaders of the future by developing their skills and abilities.
Finally, the Company engages on multiple levels with our customers, 
engaging at an early stage of the design process to get the market  
view of proposed products, and delivering on our promise of 
‘performance delivered’.
Business environment
The Company always expected 2024 to be a challenging year which 
would be highly dependent on a recovery in H2. Unfortunately, this 
recovery never materialised, and trading was broadly flat from H2 2023 
through to the end of 2024. 
The well documented macro-economic factors at play have impacted 
both our own cost base and that of our end market, whilst the cost of 
living pressures on consumers have meant that opportunities to pass cost 
increases on in full are more limited.
Regardless of this, the Company put through a price increase in the 
early part of the year and this was accepted by our customers. Our 
differentiated, performance offering still delivers a level of pricing power 
and this can be seen by us retaining and, in some markets, growing our 
market share, albeit in declining markets.
The Company continues to have a strong installed base which allows a 
high level of replacement business where customers will continue using 
Churchill products to replace breakages. What we are seeing, however, 
is a reduction in the number of new openings in our more established 
markets. That said, our current pipeline for installation business in our 
export markets remains strong.
Evidence from our end users suggests that the hospitality trade is still 
healthy, and consumers continue to eat out. What is happening, 
however, is that profitability within establishments is being compressed 
and it is this dynamic that is restricting the growth in sales that the 
Company has seen for the last 15 years.
Promoting the success of the Company 
It is the duty of the Directors under s172 of the Companies Act 2006 
to promote the long-term success of the Company to the benefit of 
members as a whole and acting fairly with regard for the interests of 
other stakeholders in the business. 
Other stakeholders include employees, customers, suppliers, our pension 
fund members, our local and the wider community, government and 
other regulatory bodies.
Further information on these areas may be found in the Environmental, 
Social and Governance section on page 14 later in the Annual Report.
Churchill has been in existence since 1795 and always taken a long-
term approach to business, particularly in relation to investment and in 
understanding the opportunities open to us and the risks to which we 
are exposed. To operate a successful and sustainable business model 
it is necessary to ensure that all the contributors to the success of the 
business understand their place within it and feel that the Company 
operates ethically and fairly in its dealings with them.
The Board has regard to the interests of all stakeholders in its discussions 
and reaches balanced decisions with the sustainability of the business 
uppermost in its considerations. Churchill maintains a financial model 
that is aligned with this objective such that capital allocation decisions, 
where possible, do not unfairly prioritise the interests of one group of 
stakeholders over others. The Board is aware of the need to support 
regular revenue and capital investment in the development of our 
business, and we orientate our operations accordingly. 
We aim to deliver well designed, performance products and outstanding 
service at appropriate price levels to our customers. At the same time, 
we acknowledge that to meet these levels of customer service, we are 
reliant upon good relationships with a well-motivated workforce and fair 
and balanced relationships with a range of suppliers. We understand 
that we have a responsibility to pay appropriate levels of taxation and 
to support the future pensions of our scheme members. We consider our 
dividend policy carefully in light of the overall needs of the business and 
the interests of other stakeholders. Our policy is formulated to ensure 
that dividend payments are not excessive in relation to profits, and do 
not introduce excessive levels of risk in relation to the sustainability of 
the business.
Churchill aims to manage its effect on our local community and the 
environment. We have engaged with the community on an ongoing 
basis through charitable and educational support. The business operates 
several initiatives aimed at minimising our waste products, recycling 
waste where possible and in the reduction of our energy usage and 
carbon footprint. We have made several investments and process 
changes to reduce our use of energy. These investments continue and 
have had significant impacts on process stability and yield, allowing us to 
improve efficiencies in the factory.
10    Churchill China plc Annual Report for the year ended 31 December 2024

Churchill China plc Annual Report for the year ended 31 December 2024    11

The business has regular contact with our workforce through both 
formal and informal mechanisms. The scale of our business and our 
open culture allows the Board and management to engage with our 
employees on a day-to-day basis and employees are encouraged to 
raise issues. We have a recognised trade union representing most of our 
weekly paid employees and we meet regularly with their representatives. 
However, we believe that other initiatives including on site briefings, 
communication boards and regular news updates provide the most 
important means of engaging with our workforce. We believe that our 
workforce is engaged and motivated.
We meet with suppliers on a regular basis to provide information in 
relation to our forward plans and review performance. As in other 
elements of our business we enjoy long standing relationships with most 
of our suppliers. On average we pay suppliers within 36 days (2023: 35 
days) of invoice. We believe our suppliers regard Churchill as a  
good customer. 
The Board consults regularly with shareholders through formal meetings, 
company visits and informal discussions. 
Voting on resolutions at the 2024 Annual General Meeting was positive 
with over 99% of votes cast being in favour of the resolutions put to  
the meeting. The Board reviews voting carefully after each Annual  
General Meeting.
Resources and relationships
Our key resources remain our employees and customers, our technical 
and business skills, our long heritage of manufacturing and willingness to 
embrace new methods to deliver an outstanding service. 
One of the key elements of our sustainable market advantage is the 
success of our innovation process. We have developed this process to 
research and identify market trends and design new products to satisfy 
these trends.
Churchill, along with other UK manufacturers, has a significant technical 
advantage in the nature of the product we offer to our markets. Our 
product offers significant benefits in terms of durability and overall 
lifetime cost to users. This technical advantage has been developed over 
many years and we hold significant intellectual property in our materials 
and processes. 
The Group operates from two sites in Stoke on Trent, England, a 
leading centre for ceramic excellence worldwide. This gives us access 
to key suppliers, technical support and experienced staff. Our main 
manufacturing plant and logistics facilities have benefited from 
significant and regular long-term investment to improve our business’s 
efficiency and effectiveness. We also operate from several smaller 
locations and representative offices around the world.
Our employees also give us significant advantage. We believe we 
recruit, retain, and develop high quality individuals at all levels within 
the business who contribute towards the success and growth of the 
Company and maintain our core values. We have maintained our 
investment in training and development to provide more fulfilling roles 
for our staff and improve the effectiveness and productivity of our 
workforce. The Company invests in robotics and mechanisation in areas 
that allow the removal of repetitive and unfulfilling tasks. We have 
continued to implement a number of initiatives to both develop and 
reward our colleagues to the benefit of both them and the business and 
this approach is something that is ingrained in the Company culture.
We have long standing relationships with our customers. Whilst many  
of these are not contractual, we continue to supply the same  
customers year after year with products that meet their requirements. 
Our customers value our technical ability, our service and our 
commitment to high quality design and innovation.
Churchill has long enjoyed a market leading reputation for service.  
Our operational plans are geared towards meeting high levels of on time 
delivery both in the UK and overseas. We hold extensive inventories to 
meet these service requirements and have emphasised flexibility and 
responsiveness within our manufacturing process.
Strategy
The Group’s objective is to generate long term benefits to all 
stakeholders in the business by the efficient provision of value to 
customers through excellence in design, quality and service.
We aim to increase the value we provide to our stakeholders through 
steady increments to sales and margins, through alignment of our cost 
base with profit opportunities and a focus on cash generation.
Our long-term aim is to build our presence in markets offering sustainable 
levels of revenue and profitability. For several years this has led us 
towards development of our position in hospitality markets worldwide.
Innovation remains important to support our ambition to develop our 
business. We have invested significant resources in new staff and flexible 
technology to increase our capability in this area. It is a key strategic 
aim to design products that meet our end users’ requirements in terms 
of performance, shape and surface design. Our target markets require 
products that are aesthetically appealing whilst also performing to 
appropriate customer and technical standards.
We understand that quality must exist throughout our business process. 
Quality is reflected not only in the appearance of our product but in its 
design, its technical performance and in the systems which support the 
fulfilment of our contract with our customers. We invest to maintain the 
performance of our products and to extend our capabilities. 
Customer service remains a major part of our strategy, and the fulfilment 
of customer expectations is critical to the maintenance of good 
relationships. Our production and logistics facilities have been designed 
to balance efficiency and flexibility within manufacturing to ensure that 
we can respond quickly to unexpected demand levels and to meet 
ambitious on time, in full, delivery targets. We invest regularly in these 
facilities to maintain a market leading position in customer service.
Business model
Our business model is designed to allow us to identify markets where  
we may profitably grow our revenues on a sustainable long-term basis. 
We research customer product requirements and distribution structures  
in new markets and, if they offer profit opportunities, invest to  
generate revenue, margin and ultimately a return for the business and 
our stakeholders. 
We continue to expect short to medium term growth to be weighted 
towards export markets and particularly Europe, where we have a 
developing distribution structure.
Our target remains to deliver progressive increases in the proportion 
of added value products within our business. We invest steadily in 
increasing our production capability and in improving our ability to offer 
added value to our customers. This involves investment in new product 
development as well as capital expenditure on productive capacity.  
We expect to continue to invest for the long term in our UK 
manufacturing facilities.
As a major energy user, we have recognised and acknowledged the 
importance to our future operations of reducing our energy consumption 
substantially. We have commenced a long-term process to develop 
several initiatives to meet forward energy targets. A number of these 
initiatives are underway. We are pleased with the potential impact from 
these actions but recognise that this is a long-term process requiring 
continuing focus. 
As our business develops, we need different skills and a core part of our 
model is to train, develop and recruit staff to meet these requirements.
Performance
A more detailed report on our performance is contained in the Financial 
Statements on page 43. 
Strategic
Report
12    Churchill China plc Annual Report for the year ended 31 December 2024

Operationally, the business has performed very well, driving efficiencies 
into the production process, and improving underlying gross margin. 
Unfortunately, the reduced volumes and increased costs in the year 
have resulted in the Company delivering a reduction in contribution 
margin, albeit of only 1.2%.
Revenue in the year fell from £82.3m in 2023 to £78.3m, with the shortfall 
mainly in the first half of the year. This was compounded in Q4 when, 
predominately in the EU, the macro-economic situation reduced 
business confidence within the hospitality sector.
The Company has, however, continued to maintain a good level of 
sales in the UK given our strong market position in the pub chain sector, 
which tends to be less impacted by economic sentiment compared with 
independents. 
The focus of the business in 2024 was to continue our exemplary 
customer service offering along with driving down costs of production 
within the factory. Significant continuous improvement programmes 
have been ongoing throughout the year, and this has led to a significant 
improvement in yields which we now believe are industry leading and 
surpass even those achieved before the pandemic.
We have continued to introduce new products with a focus on our new 
inkjet capabilities where we combine both our historic hand decoration 
techniques alongside new technology.
We believe this continues with our core competence of delivering 
innovative products that are difficult to replicate.
As previously mentioned, the eating out market continues to be buoyant 
but has been suffering from reduced profitability and the recent budget 
announcement on National Insurance contributions and the above 
inflation increase in minimum wage has caused some outlets to pause 
and review their offerings. Fundamentally though the consumer appears 
to still want to eat out and to favour experiences over possessions. 
We expect that in the longer term the customer base will improve its 
profitability and that investment will recommence.
Churchill China plc Annual Report for the year ended 31 December 2024    13

Strategic
Report
Our Materials business, Furlong Mills, has performed well during the 
year, however, the general retail ceramics market, where most of our 
customers operate, has also been under pressure during the year with 
many of Furlong’s customers on reduced working in Q4. This has resulted 
in a reduction in sales of £1.0m and, given the fixed nature of Furlong’s 
cost base, a reduction in profitability.
Overall, cash has decreased in the year by £3.8m driven primarily by 
increased stock of £1.4m and increased debtors of £1.2m. The debt 
position was primarily driven by the timing of the year end which resulted 
in a short month for collection and by a stronger position than usual at 
the end of 2023.
The Group’s defined benefit pension scheme position continued to 
improve during the year and the trustees have taken action to protect 
this position by hedging for inflation and interest rates. The Group has 
assessed the recoverability of the net asset arising from the scheme 
surplus and considers that, based on the Trust Deed and Scheme rules, 
the surplus would be recoverable on cessation of the scheme.
Environmental, Social and Governance (‘ESG’)
Following the framework established in 2022 our ESG committee, 
comprised of Executive Directors and Senior Management, have 
continued to develop our approach and further embed the ESG 
objectives and actions into our business planning. The ESG Committee 
and subcommittee working parties have continued to make good 
progress against the areas identified.
The ESG Committee has been focusing on the identification of the 
longer-term pressures that will affect the business in both the medium 
term through to 2030 and trying to identify potential longer-term issues 
through to 2050. 
Whilst these timeframes naturally mean that there is a significant level 
of uncertainty in any issues identified, this strategy aligns with the 
Company’s long-term approach to business. 
We use a significant amount of energy in our processes, and this is an 
area of strategic focus of the business. Substantial progress has been 
made in identifying efficiency, recover and generation initiatives across 
our operations. We have researched proven and emerging technologies 
to assess how these can potentially combine to a path to Net Zero, 
whilst maintaining the performance characteristics of the technically 
differentiated and durable product that we manufacture. This process 
has included the initiation of several research projects in relation to our 
materials and processes, contribution to industry initiatives and use of 
specialist advice from suppliers and other experts.
The business employs over 700 people across two manufacturing sites 
who work predominantly in an industrial environment. Our Health and 
Safety procedures and systems have continued to manage what is an 
important area for the business. Of particular focus has been our Furlong 
Mills site which we acquired in 2019. 
Our Governance procedures have been subject to ongoing review 
and particularly in supporting the demonstrable independence of our 
Non-Executive Directors under the QCA Code. The latest appointment 
made in January 2024 means that all non-Executive Directors are 
independent, and that Board Committees are properly constituted. In 
addition, following the publishing of the new QCA code in late 2023, the 
Board have decided to early adopt one of the changes and as a result 
all directors were put forward for election at the 2024 AGM. We have 
continued to develop and implement the Board succession planning 
process, and this will remain under constant review. 
During 2024 the Board carried out an internal evaluation of its 
effectiveness. The minor issues identified in the 2023 review were 
reviewed and no significant issues were highlighted, again the Board will 
continue with this process in the coming years.
The Company continues to operate a business model which is focused 
on long term sustainable success, delivering returns to all stakeholders. 
We will continue to develop and evolve our ESG agenda and over 
time, will translate our goals and objectives into a published reporting 
framework, with benchmarks, key performance indicators and our 
progress against them. The following tables identify and update our goals 
and actions to achieve them.
Energy and carbon reporting
As a business, we have recognised the effect of our operations on 
the environment and the importance of managing and reducing this 
impact. We understand that we use significant amounts of energy as it is 
central to the manufacture of our product. 
However, we are also clear that we make ceramic tableware that is 
highly durable and may be safely re-used many thousands of times. 
Further details in relation to other aspects of our environmental 
performance may be found later in the Annual Report commencing on 
page 20.
We have a dedicated process aimed at reducing our use of energy. This 
process has several points of focus, and it is an important part of both our 
strategic planning and operational management.
The following information is produced in accordance with the 
Streamlined Energy and Carbon Reporting requirements.
SECR 2024
2024
2024
2023
2023
Tonnes of CO2
Base
REGO*
Base
REGO
Scope 1 Direct
11,974
11,974
13,496
13,496
Scope 2 Indirect
2,636
90
3,031
659
Total
14,610
12,064
16,527
14,155
Intensity Metric: Scope  
1 & 2 per metric tonne of  
raw material input
0.45
0.43
0.43
0.36
Total UK Energy  
Consumption (MWh)
78,849
78,849
88,930
88,930
The Group’s total use of energy reduced by 11.3% as furnace usage 
was better managed during the year. Only tunnel furnaces were utilised 
during 2024, however, as a result of the decreases in volume, the business 
has unfortunately been slightly less efficient in its energy usage per tonne 
of input. In addition, we have seen some benefit from the progressive 
implementation of the energy initiatives introduced in the year to 
improve efficiency and extend generation.
Total energy consumed during 2024 contains 1,434 MWh of energy 
generated through solar arrays at our Marlborough site, to which no CO2 
emissions are attributable. 
The above information reflects data from the business’ UK facilities and 
vehicles which represent substantially all the Group’s operations.
* REGO (Renewable Energy Guarantees of Origin, or green tariff) data above adjusts 
CO2 figures for the effect of the move of the Group’s sites to the use of electricity 
from renewable sources with effect from October 2021 for the Sandyford site and 
October 2022 for the Furlong site.
Financial review
The Company had a strong year given the market dynamics in play, 
with revenues falling to £78.3m (2023: £82.3m). Revenue was broadly 
flat through the year from H2 2023 through to the end of 2024 showing 
that the market appears to at least be stable within our replacement 
business. The UK, Europe and the USA all showed reductions in revenue 
against last year with the rest of the world outperforming 2023. This was 
spread evenly through the year with H1 and H2 both showing similar 
reductions in revenue.
Revenue (£m)
2024
2023
Change
Ceramics
71.1
74.2
(4.2%)
External materials sales
7.2
8.1
(11.1%)
Total
78.3
82.3
(4.9%)
UK
32.8
34.0
(3.5%)
Export
45.5
48.3
(5.8%)
Total
78.3
82.3
(4.9%)
14    Churchill China plc Annual Report for the year ended 31 December 2024

As previously reported the gross margins in the Company have reduced 
during the year from 37.8% to 36.6%. The main drivers for this are the 
reduced volumes during the year, including a reduction in the rate of 
stock build, which, given the large proportion of fixed costs within the 
factory means that cost of sales has increased. 
Profit before tax fell by £2.3m to £8.5m which has been primarily 
driven by the reduced turnover. In the circumstances the Company 
believes that this is a good result and shows the underlying effort being 
put into the factory. These efforts around efficiency and productivity 
continue and have delivered a positive counterbalance to the difficult 
market conditions.
Reported profit before income tax was £8.5m (2023: £10.8m).
Basic earnings per share, was 57.9p (2023: 70.2p).
Cash flow for the year has been negative with a net cash used of 
£3.8m (2023: cash inflow £4.3m). Significant increases in working capital 
utilisation in the year have been responsible for this position. Debtors and 
inventory have both increased and have been compounded by a lower 
trade creditor position than in 2023.
Following the actuarial valuation, pension assets exceed liabilities and as 
a result the Company has ceased making additional cash contributions 
to the fund. This will have a positive effect on cash flow in the coming 
years of £1.2m when compared to 2024.
Dividend
We are pleased to propose a final dividend of 26.5p per share, giving 
a total dividend of 38.0p per share for the year, a 5.5% increase on the 
36.0p paid in relation to 2023. This dividend will be payable on 5 June 2025 
to shareholders on the register on 2 May 2025. Whilst profitability has 
been reduced the level of dividend indicates the boards belief in the 
long-term cash generation nature of the business and the expectations 
that the core business will return to its previous growth potential as the 
market recovers.
Business
The business has performed well within manufacturing, with yields 
continuing to rise through the year. Final glost yields now exceed the 
highs achieved in 2019 which is a benchmark that the Company has 
utilised to incentivise itself. The Company believes that there is still 
room for improvement, and the rollout of Six Sigma (a data-driven 
methodology for improving business processes) through the workforce 
continues apace. It is anticipated that by the end of 2025 over half 
of the production workforce will have at least an entry-level Six Sigma 
qualification. 
Ceramics
Hospitality sales were down in the year highlighting the difficult 
trading conditions of our customers. The Company’s plan at the 
start of 2024 anticipated stronger sales in H2 as it was hoped that this 
would materialise on the back of reducing interest rates and that 
increasing confidence would drive the hospitality market forward. To 
accommodate this, the Company envisaged flat production through the 
year to maximise efficiencies, with the result that stock would build in H1 
and sell down in H2. The fact that this uptick in sales never materialised 
meant that it was only in H2 that production was pared back and hence 
why stock increased. This has meant that we currently have a level of 
excess stock which we will begin to address in 2025.
We continue with our growth strategy of targeting export markets where 
we have low existing market share, and which have the most opportunity 
for expansion. Despite the disappointing year, the Company is confident 
that market share has been expanded in a tightening environment, 
leaving us perfectly placed to take advantage when volumes return.
The year saw a continuation of the price pressures that impacted 
profitability in 2023. An average pay award across the Company of 
6% was applied in April to counter the inflation pressures affecting 
many of our colleagues. The Company has further expanded its risk 
reduction strategy with regards to energy and now has a level of forward 
purchasing out to 2028 with each year’s pricing at a level lower than the 
preceding year, meaning that we are well placed to deliver cost control 
within an inflationary environment. The solar panels installed last year 
have contributed a total of 14% of the site’s electricity requirement at 
1,434 MWh.
Added value sales continued to be a major part of the Company’s 
revenue, however, whilst replacement sales have continued at previous 
levels, the number of installations has decreased, which is normal and 
a situation that the Company has seen previously in these types of 
economic conditions. 
Materials
Furlong Mills is reliant on the performance of Churchill and the wider 
potteries industry, and short-time working and extended holiday periods 
at some of our largest customers has led to a reduction in performance. 
Gross turnover (including intra-Group) reduced to £13.1m (2023: £14.7m).
Operations
The Company has continued its capital programme, continuing the 
focus on productivity and automation. Capital expenditure in the year 
was £3.1m (2023: £5.4m). The key purchase in the year was the addition 
of a new flat-making machine, this machine will significantly reduce 
energy consumption and increase agility within this department. The 
anticipation is that there should be a significant improvement in yield in 
our largest volume area of the factory.
Environmental, Social and Governance (‘ESG’)
ESG remains an important part of the culture of Churchill China. As a high 
energy use company and one of the largest employers in the Stoke-on-
Trent area we are aware of our responsibilities to the wider community 
and have made this a part of our DNA.
The Company’s strategy is to, where possible, ensure that doing the 
right thing works for both ESG and for the bottom line. As a result, the 
Company’s ESG strategy is focused on reducing the reliance on fossil 
fuels by using renewable sources of energy production along with new 
technology to reduce the actual usage of energy. These actions are only 
taken where there is a clear fit with the Company’s investment strategy 
and where returns are clearly defined. 
The Company has continued to evolve its environmental strategy during 
the year with, as previously mentioned, a number of capital projects 
focussed at reducing the amount of CO2 generated in the production of 
our products. We have continued converting gas processes to electricity, 
which whilst a trial last year that wasn’t expected to have a good 
payback has proved to significantly improve process control and yield, 
as mentioned the new flat-making machine will reduce the site’s reliance 
on compressors, which tend to be very energy intensive and in addition 
suffer from waste through leakage. These compressors have also been 
undergoing a programme of replacement to modern units that allow on 
demand switching. 
The Company continues to look towards how to achieve net zero in 2050, 
however, the Company is of the opinion that this target is dependent 
on the delivery of an upgraded electricity network in the local area. The 
capacity requirements in both on-site generation and supply required to 
replace our existing-gas-fired kilns are significantly above that currently 
available, with capacity for on-site generation not available until 2033.
We have also implemented a number of initiatives in relation to our 
workforce and our engagement with our local community. We have 
always prioritised training and development of our workforce and 
we have continued to invest in this area. Future plans emphasise the 
improvement of our employees’ working environment. 
We believe that our Governance procedures remain appropriate for a 
business of our scale and structure but, in common with other areas of 
our business, they must follow a process of continuous improvement.
Churchill China plc Annual Report for the year ended 31 December 2024    15

Strategic
Report
2.
Scale
1.
Identify
3.
Document 
4.
Mitigate 
5.
Review
Principal risks and uncertainties
The Group’s operations are subject to several risks, which are 
formally reviewed by the Board in a regular and systematic 
manner. The risks are identified and assessed on the basis of the 
likelihood of occurrence and the severity of the impact on the 
Group’s business model and strategy. The Group then implements 
processes and controls to appropriately manage and mitigate 
these risks. The principal business risks currently affecting the Group 
are set out below:
Risk
Risk 
Change
Risk Description
Market and Business 
Environment Change
=
The Group operates in dynamic markets where there have been significant recent changes to trading 
and economic conditions, distribution channels within each market and product requirements in these 
markets. The Group actively manages its market exposure and profitability, but risks losing revenue if 
we do not anticipate and respond to market trends and risks.
The risk inherent in each market is offset by regular review of market conditions and forecasts, the 
relatively broad spread of our operations in geographic terms and by a widening portfolio of products 
to serve different segments of these markets. We are actively developing new geographic markets 
and introducing new product ranges. As we enter new markets this introduces new risks to the Group 
although it does also diversify our overall market exposure and reliance on existing products.
The Company also evaluates its pricing strategy on a regular basis to ensure that, whilst maximising 
returns, the Company does not impact its competitive position in the marketplace. 
The Company mitigates these pricing risks through detailed market mapping, competitor reviews and 
regular order level reviews.
People
=
Our business depends upon the skills and knowledge of a number of people at all levels within our 
operation and within supplier companies. Certain of these skills and experience may only be acquired 
through extensive training and experience and it is possible that they may not be available through 
the recruitment of new employees in the future. We aim to limit this risk through the establishment of 
appropriate manpower and succession planning, identifying training, development and recruitment 
needs.
As a substantial employer and manufacturer we need to comply with extensive health and safety 
requirements. We limit the risks associated with Health and Safety through the application of 
appropriate systems, regular review at Board, management and operational levels, training and 
investment in risk mitigation.
Manufacturing and 
Supply Chain
=
Over 85% of our revenues are of products manufactured in our UK facilities. Whilst this provides a 
high-quality and effective source of products, it exposes us to risk in the case of the potential loss of 
availability of part or all of our facilities for an extended period. Additionally, we may be exposed to 
risk through the loss of a key supplier or material. This risk is controlled through our risk review process, 
management procedures, appropriate investment and ultimately insurance arrangements.
We have augmented our UK production facilities with a range of third-party suppliers. The use of these 
suppliers exposes us to risks in relation to interruption to supply and changes in cost structures arising 
from economic or regulatory change. We manage this risk by diversifying our sources.
As a major user of energy within our production process, we have an exposure to changes in 
availability and price of gas and electricity. Energy price hedging strategies may expose us to 
counterparty risk. Progressive legislation in relation to energy usage and carbon footprint reduction 
may also affect our operations.
We have developed a forward energy strategy to reduce our overall carbon intensity in the 
medium term. We seek to control and mitigate this risk through management of our overall energy 
consumption, small-scale investment in sustainable energy generation and energy recovery systems. 
We also assess the impact of new technologies in our manufacturing process. Where new 
developments have the potential to impact on either our commercial position or cost competitiveness, 
we develop appropriate plans to respond to these changes.
16    Churchill China plc Annual Report for the year ended 31 December 2024

Risk
Risk 
Change
Risk Description
Environmental Risk
The rapidly changing regulatory environment creates a level of uncertainty and risk. At present there 
are expectations that there will be a level of equivalency between EU and UK legislation which should 
protect the Company within our largest market, however, there is the potential for the introduction of 
levies to negatively impact the Company’s ability to generate revenue.
At present there remains little revenue risk to the business however the Company is assessing 
alternative solutions.
We mitigate these risks, where controllable, through management review and action. 
Manufacturing Health 
and Safety
=
The Company has a history of being very proactive on health and safety and has this topic front and 
centre at all senior meetings at a daily, weekly and monthly basis. 
Given the nature of the work being carried out with heavy moving equipment and the presence 
of high temperatures and flames, there is always a risk of serious injury to employees. The Company 
reviews all accidents, incidents and near misses with the aim of eradicating all of these. 
The Company mitigates this risk by allocating a significant amount of time and effort to the review of 
standard operating procedures and the health and safety in each process. 
Cyber Security
=
Our business uses information technology to manage our operations and deliver value through data 
collection and management. Post year end the Company has completed Cyber Essentials and will 
continue on the journey to Cyber Essentials Plus. 
The Company mitigates risk in this area by adopting best practice where possible using two-factor 
authentication and other cutting-edge techniques to limit access points and vulnerabilities in our 
systems.
Churchill China plc Annual Report for the year ended 31 December 2024    17

Non-financial and sustainability information statement 
The Company is required to make the recommended disclosures by sections 414CA and 414CB of the Companies Act. The Companies (Strategic 
Report) (Climate-related Financial Disclosure) Regulations 2022 amend these sections of the Companies Act 2006, placing requirements on the Group 
to incorporate climate disclosures in the Annual Report. 
Governance framework
Churchill China plc Board
Meets 12 times per year to consider:
•	 Group strategy
•	 Group risk register (including climate change risk)
•	 Stakeholder interests
•	 Approves budgets
•	 Major capital expenditure decisions
•	 Oversees ESG governance (due to size of Company this is 
a full Board function)
CEO and Executive Leadership Team
Overall responsibility for the Company’s ESG strategy lies with the CEO. Responsibility for ESG reporting lies with the Company Secretary and the wider 
finance team. The operations Board meets 12 times per year and reviews the long-term risks and challenges to the business over a 5 and 25-year 
period, including climate risk and ESG strategy.
Operations
Various meetings are held on a monthly basis covering energy management, employee engagement and retention and other stakeholder issues/ 
concerns. These issues are raised directly with the Executive team and are escalated through the regular Executive meetings and through the normal 
operational reporting lines.
Audit Committee
Meets 3-4 times per year:
•	 Risk management process
•	 Internal controls
•	 Financial statements
•	 Selection of Auditors
Remuneration Committee
Meets 3-4 times per year:
•	 Alignment of bonus/LTIP criteria with ESG goals and KPIs
•	 Analysis of remuneration packages to align with 
stakeholders’ aims
Nomination Committee
Meets 3-4 times per year:
•	 To ensure a broad range of skills and experience are 
available for ESG activities
Inform
Inform
Inform
Report
Report
Governance
Describe the Board’s oversight of climate-related risks and opportunities 
Whilst the CEO has day-to-day responsibilities for ESG and climate-related risks and opportunities, the Board has final oversight. These risks are discussed 
at strategy meetings, held annually, and at monthly Board meetings. Due to the size and composition of the Board, it was decided not to create a 
standalone ESG Committee but rather to retain the oversight and monitoring of the Company’s ESG performance within the full Board. 
The Board receives reports from the Executive leadership team regarding the general ESG landscape and specific issues that may impact the 
Company. The Company has developed a suite of KPIs for review at operational board level, on ESG performance, and updates the Board on these 
at regular intervals. These are being rolled out to Audit, Nomination and Remuneration Committees for inclusion in their duties.
Strategic
Report
18    Churchill China plc Annual Report for the year ended 31 December 2024

Churchill China plc Annual Report for the year ended 31 December 2024    19

During 2024, the Company had several priorities which were addressed as follows:
Priorities for 2024
To develop a 2030 ESG strategy and to closely monitor the 
effectiveness of the ESG governance framework.
The Board reviewed the need for an ESG Committee concluding that due to the 
size and composition of the board there is no need for this. The Board will review this 
on an ongoing basis.
To continue the analysis of different energy sources within 
the factory with a view to reducing the non-renewable 
requirements of the factory.
The Board will review the implementation of the electric pre-heat trial and identify 
other areas of the factory that might benefit from the use of renewable energy 
sources.
To continue the development of KPIs for inclusion in 2024’s 
Annual Report.
The Board will direct the Executive team to ensure robust reporting of the KPIs 
already identified and to review that these are adequate and appropriate.
Priorities for 2025
To continue the ESG strategy development.
The Board will also reassess whether an ESG Committee is required and will reassess 
the ongoing strategy.
To continue the analysis of different energy sources within 
the factory with a view to reducing the non-renewable 
requirements of the factory.
The Board will continue the rollout of energy reducing capital equipment where this 
is of environmental benefit and where there are additional business benefits such as 
yield improvements, as these also reduce energy consumption. 
To further refine the KPIs within the business.
The Board will review the existing KPIs and examine which additional KPIs will add 
value to the business.
Describe management’s role in assessing and managing climate related risks and opportunities
The Chief Executive Officer has responsibility for managing climate-related risks within the organisation. He is assisted in this by the Executive Leadership 
Team (‘ELT’) and between them they implement the Group’s climate strategy. 
Focus
Exec Sponsor
Responsibility
Addressing Climate Change
Carbon
Chief Executive Officer
Energy Steering Committee – operational, corporate and 
subject matter experts
Water
Chief Executive Officer
Operations Director
Non-Carbon 
Emissions
Chief Executive Officer
Technical Director
Future Manufacturing Materials
New Product 
Development
Sales & Marketing Director
Technical Director, Materials operations manager
Doing Business Responsibly 
(Governance)
NFSIS
CFO & Company Secretary
NFSIS group chaired by the CFO and attended by subject 
matter experts.
The table below highlights our plans for the coming year and how we plan to address them. 
Priorities
Planned Actions
The Company will continue to develop its 2030 ESG strategy 
through engagement at all levels of the organisation with 
a view to making climate related risk a core pillar of the 
Company’s culture
To continue process already started at operational board level, of identifying the risks 
to the business from climate change and to identify initiatives to mitigate these risks.
Climate related risk analysis training
The Company had intended the rollout of risk analysis training during 2024, however, 
the focus was changed to continual improvement with a view to reducing waste in 
the organisation. 2025 will revert to delivering risk analysis training to key personnel on 
risk identification and mitigation as a priority. 
Strategy
Describe the climate related risks and opportunities the organisation has identified over the short, medium and long term
In order to assess the Company’s strategy, we have considered the Representative Concentration Pathways (RCPs) as determined by the 
Intergovernmental Panel on Climate Change (IPCC). We have considered the Company’s strategy in line with RCP 2.6 (2.0°C) and RCP 8.5 (4.3°C).
Scenario
Description
RCP2.6 (2.0°C)
The RCP2.6 scenario is the pathway that the IPCC believes is likely to limit global warming to sub 2.0°C. Under this 
pathway, global CO2 concentrations would be expected to remain constant in the early part of this century and then 
reduce, actually transitioning to negative by 2100. 
RCP4.5 (2.4°C)
The RCP4.5 pathway is less optimistic, modelling a slowly declining level of CO2 concentrations after a gradual 
increase in the first half of the century. This would lead to a global increase in temperature of 2.4°C.
RCP8.5 (4.3°C)
This is the IPCC’s worst-case scenario and would lead to a global increase of 4.3°C, equivalent to an 8.5 watt warming 
effect per square metre of earth surface across the planet.
We carried out a strategic review of risks and opportunities to the business with added focus on the impact of climate change both on physical 
outcomes for the Company but also through the lens of likely societal impacts. These risks and opportunities were classified under various groupings, 
Policy and Legal Risk, Technology Risk, Physical Risk, Reputational Risk, Continuity Risk, Business Opportunity. The operational board then carried out an 
exercise to scale the risks over the short term by assessing the Company’s current risk / capability, an assessment of the Company’s required capability 
in 2030 and the gap from current state. Finally, an assessment was made against what capability may be required in 2050 and how far from this 
capability the Company is.
Strategic
Report
20    Churchill China plc Annual Report for the year ended 31 December 2024

This process allowed us to rank the options in order of material impact and probability. The Company will continue this journey by using internal and 
external stakeholders to further assess the options. These impact assessments will then be fed into the existing planning in order to assess their financial 
impact on the business particularly with respect to revenue and EBITDA of the Group. These financial assessments will be carried out under the 
assumptions of RCP2.6 and RCP8.5, giving a best- and worst-case scenario.
During the year, as part of our normal risk management process, the Company assessed the possible financial impact of climate change on the 
business. Currently, the Company assesses the financial risks of climate change, using our normal probability-based approach, to be low. 
The Company has assessed the maximum quantum of financial risk attributable to climate risk to be £32.8m, being the contribution level impact of 
the various perceived risks. These risks are driven primarily through water usage and flooding risk. In the event of increasing temperatures and drought 
there is a risk that production would cease if access to water was withheld. This is due to the large water content of our product in its raw material slip 
form. As mentioned, the Company currently assesses the probability of these scenarios as very low and the subsequent weighted risk is of very low 
value. 
Summary of our material risks and opportunities
Category
Climate related risks and 
opportunities
Potential financial impacts
Potential Materiality
Strategic response and mitigation
Policy and 
Legal
Risk:
As an intensive energy user 
there is a risk that should 
the regulatory environment 
change there may be an 
increase of costs in carbon 
allowances / lack of 
availability
Increased costs, 
particularly if there was 
a shift of moving climate 
levies and costs from 
electricity to gas
Short term: Low
Med term: Med
Long term: High
Focus on reduction of carbon emissions and 
increasing renewables as the grid allows
Policy and 
Legal
Risk:
That the DNO does not 
expand grid capacity 
rapidly enough to allow for 
the increased demand
Increased costs due to the 
inability of the organisation 
to move to renewables or 
to mitigate increased levies 
on gas
Short term: Low
Med term: Med
Long term: Med
Investigation of off grid renewable 
generation and storage
Policy and 
Legal
Opportunity:
A change to the regulatory 
environment leading to a 
zero-waste manufacturing 
requirement
Potential for increased 
revenue through material 
innovation and recycling
Short term: Low
Med term: Med
Long term: Med
Research into recycling of materials and 
repurposing
Technology
Risk:
Customers moving to a 
lower carbon solution
Lower demand and 
revenue
Short term: Low
Med term: Low
Long term: Low
Continued investment in low carbon 
materials and processes
Technology
Risk:
Lack of customer appetite 
to pay for low carbon 
solutions
Lower demand and 
revenue
Short term: Med
Med term: Med
Long term: Low
Continued focus on factory efficiency to 
counteract cost pressures
Technology
Risk:
Lack of competitive 
solution to decarbonise the 
production process
Unsustainable cost 
increases
Short term: Low
Med term: Med
Long term: Low
Continued research into low carbon 
manufacturing and materials
Technology
Opportunity:
Materials research to 
deliver a lower embedded 
carbon product to meet 
market expectations and 
reduce input costs
Increased EBITDA through 
reduction in costs
Short term: Low
Med term: Med
Long term: Med
Opportunity to develop low embedded 
carbon materials
Physical Risk
Risk:
Increased precipitation 
leading to potential 
flooding and damage to 
manufacturing facility
Costs of repair and 
reduced production 
capacity
Short term: Low
Med term: Low
Long term: Low
Current facility is on elevated land with 
good drainage, any future facilities will be 
sourced with this in mind
Reputational 
Risk
Risk:
Inability to economically 
transition to lower carbon 
technologies leading to 
reputational damage
Reduced revenue from 
lower demand
Short term: Low
Med term: Low
Long term: Med
Strategic focus on achieving the transition
During the year the Company became aware of the timescales around the increase of grid capacity for feed-in sources of energy. This timescale 
means that additional on-site generation will have to be delayed until 2033 or be completely off grid and so this risk has been added to our list.
Churchill China plc Annual Report for the year ended 31 December 2024    21

Short term is classed as falling within our 2030 ESG strategy window, 2030–2040 as medium term and 2040–2050 as long term.
The Company performs a risk review process which identifies risks and assigns a potential impact value to these. This value is then modified by applying 
a probability to these to give a weighted cost score. Whilst subjective, the involvement of the executive team and other senior business managers 
means that a balanced opinion is achieved. Low materiality is classed as less than £1m p.a. gross impact, medium materiality as £1–5m p.a. gross and 
high materiality as costs in excess of £5m p.a.
Describe the actual and potential impacts on the organisation’s business model and strategy of risks and opportunities
Transitional risk impacts
The Company expects that there will be a low impact in the short term on its business model and strategy but that this impact will increase in the 
medium to long term. The expectation is that, taking account of the current direction of travel, there will be increases in legislation and regulation and 
that this may be accompanied by customer preference for more sustainable products.
Physical impacts
There is an expectation of an increase in extreme weather events worldwide. In the UK this is expected to manifest itself in the form of increased 
precipitation and temperature increases. The risk associated with increased precipitation is assessed as low given the siting of our current facility 
and risk to production will be a criterion in any future new facilities. The risk associated with increased temperature is considered low, however there 
remains a need to monitor the wellbeing of the workforce in what is already a warm environment. 
Priorities for 2025
How we will meet these
We will reassess the physical impacts on site particularly with regard to 
flooding. One area of the factory has been identified as having a medium 
level of risk.
The site assessments will continue, and remedial repairs will be carried out 
to de-risk the identified potential flood area.
The financial impact on the organisation’s business plan will be refined 
and integrated into the planning cycle under the 3 IPCC pathways.
This was a target priority for 2024, however, actions around improvements 
to the planning process have been slower to implement than expected. 
This action will therefore carry over to 2025.
Risk management
Describe the Company’s process for identifying and assessing climate related risk and opportunities
Climate change is a key risk for Churchill, the key process for identifying organisational risk is through cross-functional work groups as part of our annual 
review and update of our organisational risk registers.
Climate and ESG risks are separately identified and reviewed and given the same priority as other operational risks.
Priorities for 2025
How we will meet these
Continue the climate related and ESG risk identification process within the 
wider operational risk process.
By including the discussion of these risks within our cross-functional groups 
discussing Company risk.
Describe the organisation’s processes for managing climate related risks and opportunities
Following identification of the risks, each risk is assessed in line with its materiality and financial impact after considering existing controls. Each risk is 
then assigned an owner so that each one receives the appropriate level of attention within the organisation. Progress of these is then monitored on a 
regular basis.
Describe how processes for identifying, assessing and managing climate related risks and opportunities are integrated into the 
Company’s overall risk management process
Operational risks are considered twice per year at operational board level. These risks are then reviewed by the Audit Committee which then reports 
annually to the plc Board as part of the Risk Register review. Risk reviews are a top down and bottom-up process.
Priorities for 2025
How we will meet these
Having refined the risks during 2024, the Company will select a defined set 
of these for in depth review based on the weighted risk.
The biggest climate risk identified by our existing process is air 
temperatures within the factory which may be exacerbated by 
increasing air temperature. We will identify ways in which this risk may be 
mitigated.
Metrics and targets
Disclose the metrics used by the organisation to assess climate related risks and opportunities in line with its strategy and risk 
management process
The Company currently uses the metrics contained in the Streamlined Energy and Carbon Reporting Disclosure (‘SECR’) on page 14 to assess its impact 
on climate related risks and opportunities. 
As a major user of energy, the Company also assesses the reduction in energy on a year-on-year basis to identify progress on ESG goals. 
The Company publicly reports our Scope1 and Scope 2 emissions and the Carbon intensity per tonne of raw material consumed within our SECR 
on page 14. These have been calculated in accordance with the Greenhouse Gas (GHG) reporting methodology. The risks associated with the 
Company’s emissions are discussed on page 14 in our material risks section and also within our principal risks and uncertainties.
Strategic
Report
22    Churchill China plc Annual Report for the year ended 31 December 2024

Describe the targets used by the Company to manage climate-related risks and opportunities and performance against targets
The Company has a number of metrics that it has identified to manage climate-related risks:
Metric
Target
Environment
Reduce Scope 1 & 2 GHG emissions 
4,000 tonne reduction in CO2 compared to 2023
2025 - Full review of on-site, off grid energy generation as 
no additional online generation will be allowed by the 
DNOI until 2033.
Quantify Scope 3 GHG emissions
2025 – Measure Scope 3 emissions 
Water
10% reduction in water usage by 2030
Reporting metrics
The following metrics are a work in progress and the Company is committed to developing its systems to allow for these to be presented:
Subject
Measure
Target
GHG emissions
Scope 1 & 2
Reduction in tonnes of carbon
25% reduction in output by 2030 – 2024 showed an 11.1% 
reduction in CO2 
GHG emissions
Scope 3
Reduction in tonnes of carbon
Target to be set in 2025 when quantified
GHG emissions Scope 1, 2 & 3
Reduction in tonnes of carbon
100% reduction by 2050
Water usage
Reduction in litres of water used
10% reduction in mains water by 2030
Waste management
Reduction in tonnes sent to landfill
Zero waste to landfill by 2040
The Company expects to monitor and assess its performance in meeting these targets through the use of KPIs. These KPIs will be introduced at the start 
of 2025, once the base data is available for 2024 and will be set taking into account the current business operations and future Company strategy. 
Churchill China plc Annual Report for the year ended 31 December 2024    23

Key performance indicators
Revenue and revenue growth
The absolute levels of revenue and revenue growth are reviewed 
regularly by business and geographic destination through the year 
against comparative, target and strategic expectations.
Revenue
2024
£m
2023
£m
Growth/ 
(Contraction)
%
Group
78.3
82.3
(4.9%)
Ceramics
71.1
74.2
(4.2%)
Sale of external materials*
7.2
8.1
(11.1%)
UK
32.8
34.0
(3.5%)
Export
45.5
48.3
(5.8%)
* Revenue from materials is shown following the elimination of intra-Group trading as 
shown in Note 2 to the financial statements.
Profitability
The level of operating profit and significant factors affecting its delivery 
are reviewed and controlled on a regular basis.
2024
£m
2023
£m
Growth/ 
(Contraction)
%
Operating profit 
8.0
10.3
(22.3%)
Operating margin 
10.2%
12.4%
Profit before income tax
8.5
10.8
(21.3%)
Group operating profit fell to £8.0m (2023: £10.3m). As previously 
disclosed, this reduction came through the reduction in turnover seen in 
the year giving an operating margin of 10.2% (2023: 12.4%).
The level of profit before corporation tax is reviewed on a monthly basis 
against previous performance and target levels.
Operating cash generation
The Group believes that over an extended time period it is important 
to generate cash at an operating level at least equivalent to declared 
operating profit. This measure identifies the effectiveness of our control 
over working capital demands and ensures that cash is available for 
further investment in the business, to meet taxation payments and to 
ensure that our shareholders receive an appropriate return.
2024
£m
2023
£m
Growth
%
Cash generated from 
operations
5.1
8.3
(38.6%)
Percentage of operating 
profit 
64%
81%
Percentage of operating 
profit (3-year average)
67%
95%
Operating cash generation was impacted by several factors, primarily 
the increase in inventory. Employer contribution payments in respect of 
pension deficit amortisation dropped to £1.2m this year and has now 
ceased (2023: £1.8m).
Customer service and inventory
Customer service and inventory holding levels are reviewed on a 
regular basis as part of the operational management of the Group’s 
business. The main aim of this measure is to ensure that the Group’s 
strong reputation for on time order fulfilment is maintained, consistent 
with the efficient operation of production and sourcing activities and the 
optimisation of working capital.
2024
£m
2023
£m
Inventory
23.3
21.9
Inventory holding levels increased during the year due to lower sales 
than anticipated but also through the improved yields which meant the 
Company delivered additional stock at the end of the manufacturing 
process than expected. 
Future outlook
With a weak market backdrop we are focusing on the issues within the 
business that are within our control and we continue with our automation 
and continuous improvement programmes, alongside our focus on cost. 
We have taken the difficult decision to trim some of our overhead costs 
within the business and believe this leaves us with a more appropriate 
overhead base, without risking our performance. We do however 
continue to invest in sales resource in selected markets knowing from 
experience that these are the investments that drive real value when the 
market returns.
We continue to see strong demand for our product in our core 
markets. This is particularly true within our replacement business which 
confirms the efficacy of our strategy where we have a strong installed 
base that secures baseline revenue levels. Our strong customer focus 
and commitment to very short delivery timescales does give us a 
consequently short order book which in turn makes medium term 
forecasting challenging.
The Board believes that whilst our end markets are under cost pressures 
at present, the natural tendency of the consumer to want to eat out and 
enjoy social experiences will continue and that end market profitability 
will recover, leading to increased investment and improving sales for 
Churchill.
The Company remains focussed on delivering a high quality, 
differentiated performing product and through this, consistent, profitable 
and sustainable growth.
By order of the Board
D M O’Connor 
CEO
8 April 2025
Strategic
Report
24    Churchill China plc Annual Report for the year ended 31 December 2024

Directors’ Report
For the year ended 31 December 2024
The Directors present their Annual Report and the audited consolidated 
financial statements of the Group for the year ended 31 December 2024. 
The Company is a public limited company listed on the Alternative 
Investment Market (‘AIM’) and is incorporated and domiciled in the UK. 
The registered office is disclosed at the front of the Annual Report and the 
Company number is 02709505.
The consolidated income statement for the year is set out on page 43.
A review of the operations and future prospects of the Group is given 
in the Chairman’s Statement on page 6 and in the Strategic Report on 
page 10.
The principal activity of the Group is the manufacture and sale of 
ceramic and related products for hospitality and household markets 
around the world. 
Dividends 
The Company has paid the following dividends in respect of the years 
ended 31 December 2024 and 31 December 2023:
2024
£’000
2023
£’000
Ordinary dividend:
Final dividend 2023 25.0p (2022: 21.0p) 
per 10p ordinary share
2,749
2,309
Interim dividend 2024 11.5p (2023: 
11.0p) per 10p ordinary share
1,265
1,210
4,014
3,519
The Directors now recommend payment of the following dividend:
Ordinary dividend:
Final dividend 2024 26.5p (2023: 25.0p) 
per 10p ordinary share
2,914
2,749
Dividends on treasury shares held by the Company are waived.
The Company recognises that dividend income is important to 
Shareholders and aims to pay a sustainable and progressive dividend 
linked to the medium and long-term performance of the business, 
consistent with the maintenance of appropriate levels of dividend 
cover and allowing the Company to meet other demands on its cash 
generation.
Directors
The Directors of the Company who have served during the year and up 
to the date of signing of the financial statements are as follows:
R G W Williams* (Chairman)
D M O’Connor
J A Roper 
J M Moore*
C J Stephens* 
M Cunningham
M Payne* (appointed 16 January 2024)
* Non-Executive
The Quoted Companies Alliance (‘QCA’) has issued new governance 
guidance for periods starting after April 2024, in advance for this AGM. All 
Directors will therefore offer themselves for re-election. As at the date of 
the Director’s Report, the unexpired terms of the service contract of R G 
W Williams 10 months and C J Stephens 1 years 11 months, J A Roper 12 
months, M Cunningham 12 months and M Payne 2 years 1 month. 
The biographical details of the Directors are as follows:
David O’Connor, Chief Executive Officer has worked for Churchill for 
32 years in a number of production, operations, marketing and senior 
management roles. He has extensive experience within the ceramics 
industry and joined the Board in 1999. He has an MBA and is an alumnus 
of the Harvard Business School Advanced Management Program. 
David has worked in a number of roles within the UK ceramics industry, 
initially within production management and has developed an extensive 
knowledge of logistics, product sourcing and marketing. He was 
appointed Chief Executive Officer in August 2014, having previously 
served as Chief Operating Officer since 2010. He has responsibility for the 
development of Group strategy and for operational performance.
Michael Cunningham, Finance Director joined the Churchill Board in 
2023. Michael has previously worked extensively in the automotive sector 
in dealer groups, tier 1 suppliers and for a large number of years within 
the VW group under both the MAN and Bentley brands. An engineering 
graduate from Queens University Belfast, Michael qualified as a 
Chartered Certified Accountant whilst working for Readymix Concrete. 
Michael also holds an MBA from The European School of Management 
and Technology in Berlin.
James Roper, Sales and Marketing Director joined Churchill in 2001. 
James has worked in a number of sales and marketing roles across 
Churchill’s business and has extensive experience in the development of 
the Group’s strategy, particularly in relation to product innovation and 
distribution channel management. He has an MBA from Manchester 
Business School and is an alumnus of the Harvard Business School 
Advanced Management Program. He was appointed to the Board in 
2015.
Robin Williams, Non-Executive Chairman joined the Board of Churchill 
China plc in October 2022 and became Chairman in June 2023. He is 
an engineering graduate and qualified chartered accountant with over 
30 years’ experience with listed companies, initially as an adviser and 
then as a CEO and co-founder of Britton Group plc and as an Executive 
director of Hepworth plc, the building materials business. He is currently 
Independent Non-Executive Chairman of Keystone Law Group plc and a 
Non-Executive Director of Headlam plc. 
Mark Moore, Non-Executive Director joined the business during 2021 and 
has extensive Board level general management and manufacturing 
experience within a range of industries. He has previously worked 
within Morgan Advanced Materials plc and Essentra plc. He is a 
Chartered Engineer and holds degrees from the University of Bristol and 
Loughborough University. 
Caroline Stephens, Non-Executive Director joined the Board in February 
2023. She was a senior executive at Johnson & Johnson for over 25 years 
in multiple leadership roles including UK Marketing Director. Latterly, 
Caroline has been a consultant, adviser and director with roles including 
joining the Board of Tristel plc, an AIM listed infection control business as 
a Non-Executive Director, and the EMEA board of CI&T, a global digital 
solutions specialist.
Martin Payne, Non-Executive Director joined the Board in January 2024. 
Martin finished his executive career as CEO of Genuit Group plc, a role 
he held after previously serving as CFO. He has extensive ceramics 
industry experience as Financial Director of Johnsons Tiles and as Group 
CFO of Norcros plc. Since 2021 Martin has been Chair of the Audit 
Committee at Stelrad plc, in 2024 he was appointed to the board of 
Topps Tiles plc. Martin is a Chartered Management Accountant and has 
over 30 years’ experience in manufacturing industries.
Taxation
The majority of the Group’s operations and the profits derived from them 
are subject to taxation in the United Kingdom.
Churchill China plc Annual Report for the year ended 31 December 2024    25

Directors’
Report
Environmental, Social and Governance
This year’s Annual Report contains more detailed information on 
the business’ Environmental, Social and Governance policies and 
performance in accordance with developing reporting practice. This 
information is shown on page 14 within the Strategic Report. The following 
information is given in addition to these disclosures. 
Ethical standards and trading
The Group expects high ethical standards to be met in all areas of its 
operation and from all its employees and recognises the role of the Board 
in defining and meeting these standards. We have a published ethical 
code and supporting policies covering bribery and corruption, modern 
slavery and whistleblowing.
Churchill sources materials and products from a range of local, national 
and international suppliers. We have an ethical trading policy and take 
steps, including factory visits and audits, to ensure that our standards 
are implemented within our supply chain and that local legislation and 
regulations are complied with.
Churchill has developed a formal brand framework which highlights the 
values which we believe embody our business. Many of these values 
reflect our commitment to our stakeholders. This brand framework is used 
daily within our business to guide our operations. 
Employees
The Company recognises that well trained, engaged and motivated 
employees are central to the current and future success of our business. 
We involve our workforce through open communication including 
briefings and communication boards to encourage engagement with 
the strategy and goals of the business. The financial performance and 
forward plans of the business are shared on a bi-annual basis in order to 
build an awareness amongst employees of the financial and economic 
factors that may affect the performance of the Group. We work closely 
with the union representing our employees’ interests to develop a 
relationship that will benefit our employees and meet our business needs.
Our employee training and development programme is an important 
part of our operations, and we have further invested in reviewing and 
identifying development needs and opportunities. We have continued 
to work with further educational colleges and training organisations 
to provide functional and vocational training for employees, and our 
manufacturing and engineering-based apprenticeship scheme targets 
the development of ceramic and other skills within our team. Our long-
term commitment to the training and development of all our employees 
helps morale, motivation and labour retention. We remain committed 
to our graduate training programme helping local graduates into our 
industry. We also take an active role in supporting both the local ceramic 
industry and wider initiative within the hospitality sector and support a 
number of training programmes.
Disabled people applying for roles within the business are given full 
and fair consideration in relation to job vacancies. Employees who 
are disabled, or who become disabled during their employment enjoy 
the same career prospects and access to training and development 
programmes as other employees.
Our continuous Improvement programme involves employees at all 
levels from across our Company and has proved valuable in unlocking 
the potential of our workforce. Each employee has access to training 
to develop their technical skills and their overall capabilities. This 
programme also helps to communicate important business issues to 
our workforce and helps to align their efforts with the overall business 
strategy. This initiative has been developed into a ‘Train the Trainer’ 
programme where employees are taught training skills such that they can 
pass their expertise on to less experienced staff. 
The Board has clearly considered the interests of employees in relation 
to key decisions during the year. Important decisions are taken within a 
framework giving appropriate reference to the long-term sustainability of 
the business, the delivery of steady growth, investment and job security.
We operate a Profit Improvement Bonus scheme where employees with 
one year’s service share in a bonus scheme linked to Group profitability. 
This scheme recognises our employees’ efforts, encourages performance 
in line with value creation and allows them to share in the Group’s 
success. 
We remain fully committed to equal opportunities employment policy 
offering equality in recruitment, training and career development, 
irrespective of gender, ethnic origin, age, marital status, religion, sexual 
orientation or disability. We actively work with employees who suffer ill-
health during their employment with us to rehabilitate them back into the 
workforce wherever possible.
Health and safety
The health and safety of our employees is central to our operations, 
and we invest significant effort and resource to target continuous 
improvement. Health and safety is a Board responsibility and receives 
constant management focus. The Board has access to appropriately 
trained and skilled assistance to meet its obligations. We have a 
published health and safety policy.
Our approach to health and safety is embedded in our working 
practices. We aim to identify and to reduce health and safety risks 
associated with our operations to the lowest practical levels. Training 
programmes are regularly undertaken to update safety skills for all our 
employees. Considerable progress has been made in the engagement 
of our workforce in relation to health and safety matters during the year. 
Environment
The Group considers and manages the impact of its actions on the 
environment and wider social and community issues. Churchill is aware 
that it has many stakeholders, including its customers, employees, 
suppliers and neighbours alongside our shareholders. We seek to operate 
over the long term in a sustainable manner which recognises the needs 
of all of these groups. 
The principal impacts of the Group’s operations on the environment are 
in relation to the energy we consume, and the waste products produced 
as part of our operations.
Whilst the Company manufactures a product which may be re-used 
many thousands of times, a significant amount of energy is consumed in 
its production. We have made progressive improvements in developing 
our energy management processes at both strategic and operational 
levels over many years. We are focused on investing in research to 
provide long term solutions to reduce our energy footprint and in 
improving the efficiency of our manufacturing processes. We have 
replaced older systems and machinery with more modern energy 
efficient processes. Additional details are given in our Strategic Report.
We have increased our focus on managing and minimising the 
production of waste from our processes. We have instituted a 
programme of continuous improvement in relation to waste reduction 
and recycling of waste products. Where possible we source our materials 
and services locally. A strong support industry is important to the long-
term future of the Group.
Community
We understand that we have an impact on our local community and 
consider the effect of our actions on our local area. We work to reduce 
any adverse effects of our operations, consistent with the needs of 
other stakeholders within our business. We actively engage within our 
community through contact with our neighbours and local schools and 
particularly through local charity initiatives. We encourage and support 
our employees to become involved in community and charitable work. 
26    Churchill China plc Annual Report for the year ended 31 December 2024

Research and development
The introduction of new and innovative products, materials and process 
technologies remains a cornerstone of our future strategy. The Group’s 
aim is to continue to identify future market trends and then to design 
and develop products that meet these needs. We have maintained our 
investment in the development of new products across the year to take 
advantage of new market opportunities. A significant effort is made to 
develop our materials and process technologies to allow the introduction 
of more complex product designs and to improve energy usage. New 
product development is controlled through regular meetings and the 
success of new launches is reviewed in the short term against individual 
targets and over the longer term as a function of our strategy.
Insurance for Directors
The Group maintains liability insurance for the Directors in respect of their 
duties as Directors. 
Financing
The Group currently utilises equity and retained earnings to finance its 
operations in relation to short-, medium- and long-term requirements. 
The Group has historically enjoyed a good record of operating cash 
generation and forward investment and other cash requirements have 
been financed from this source.
During the year the Group generated £5.1m of cash flow from 
operations, paid corporate taxation of £1.6m and invested £3.1m in 
capital projects. Dividends of £4.0m were paid during the year. Net cash 
and deposits before lease liabilities at 31 December 2024 were £10.1m 
(2023: £13.9m).
The Group reviews and maintains adequate levels of liquidity to meet 
short term operating commitments as part of its day-to-day treasury 
management. Longer term liquidity and cash requirements are reviewed 
as part of the Group’s budgetary and strategic planning processes.
If additional financing is needed in the short term the Group has access 
to short term variable rate financing arrangements totalling £2.5m on 
an unsecured basis to provide finance for working capital requirements, 
should they be required. Additionally, forward capital expenditure 
may be supported using alternative sources of finance including lease 
purchase.
The Group currently has no net debt and holds substantial levels of 
unpledged assets including freehold property. These assets form an 
alternative source of secured medium- or long-term funding if this is 
required. Larger long term funding requirements may be met from debt 
and equity sources if necessary. There are no covenants in place relating 
to the Group’s banking arrangements. 
Financial instruments
The Group uses its own cash resources and forward exchange contracts 
and foreign currency bank accounts to manage its exposure to 
exchange rate risk caused by trading activities in currencies other than 
sterling.
The risk management policy adopted is to regularly review forward 
foreign currency cash flows, identifying the currency effect of completed 
sale and purchase transactions, transactions which have been 
contracted for but not completed and an assessment of expected likely 
forward cash flows. The net currency exposure arising from this review 
is then managed using forward option contracts. A proportion of net 
currency exposures are generally covered up to twelve months forward 
at any point in time. The Group does not trade in financial instruments.
The Group has no material interest rate risk, the only interest rate exposure 
is in relation to returns on short term cash deposits and borrowings.
Note 1 to the financial statements includes financial management risk 
considerations.
Going concern
The Board confirms that, having made enquiries, the Directors have 
a reasonable expectation that the Group and the Company have 
adequate resources to continue in operational existence for the 
foreseeable future. For this reason they continue to adopt the going 
concern basis in the preparation of the financial statements.
The Board has considered alternative scenarios in relation to the effect 
of loss of revenues. This review has included consideration of the impact 
of different levels of reduction in revenue, different periods of effect, 
alternative operational responses and cost reduction plans, the high 
level of cash and deposits held by the Group and additional available 
financing. 
These reviews indicate that it is reasonable for the business to expect to 
continue in operational existence for at least the next twelve months.
Land and buildings
The current value of land and buildings is, in the opinion of the Directors, 
in excess of the value included in these financial statements. 
Overseas operations
The Group operates trading subsidiaries in the United States of America, 
Romania, Germany and Spain.
Substantial shareholdings
The Directors have been advised of the following individual interests, or 
group of interests, other than those dealt with in the summary of Directors’ 
interests in the Remuneration Report, held by persons acting together, 
which at 7 March 2025 exceeded 3% of the Company’s issued share 
capital:
Shareholder
Number of 
ordinary 
shares
Percentage
Rathbone plc
1,569,442
14.27%
Channon Holdings
929,717
8.45%
Charles Stanley Group
828,261
7.53%
Mrs S Roper
751,600
6.83%
Invesco
713,253
6.49%
Cannacord Genuity Group Inc.
631,138
5.74%
Close Brothers Group
601,492
5.47%
Aberdeen plc
497,268
4.52%
Political contributions
The Group made no political contributions (2023: £nil) during the year.
Churchill China plc Annual Report for the year ended 31 December 2024    27

Directors’
Report
Statement of Directors’ responsibilities in 
respect of the financial statements
The Directors are responsible for preparing the Annual Report and the 
financial statements in accordance with applicable law and regulation.
Company law requires the Directors to prepare financial statements for 
each financial year. Under that law the Directors have prepared the 
group financial statements in accordance with UK adopted international 
accounting standards and the company financial statements in 
accordance with United Kingdom Generally Accepted Accounting 
Practice (United Kingdom Accounting Standards, comprising FRS 101 
“Reduced Disclosure Framework”, and applicable law).
Under company law, Directors must not approve the financial statements 
unless they are satisfied that they give a true and fair view of the state of 
affairs of the Group and Company and of the profit or loss of the group 
for that period. In preparing the financial statements, the Directors are 
required to:
•	 select suitable accounting policies and then apply them consistently;
•	 state whether applicable UK adopted international accounting 
standards have been followed for the group financial statements 
and United Kingdom Accounting Standards, comprising FRS 101 
have been followed for the company financial statements, subject 
to any material departures disclosed and explained in the financial 
statements;
•	 make judgements and accounting estimates that are reasonable and 
prudent; and
•	 prepare the financial statements on the going concern basis unless 
it is inappropriate to presume that the group and company will 
continue in business.
The Directors are also responsible for safeguarding the assets of the 
Group and Company and hence for taking reasonable steps for the 
prevention and detection of fraud and other irregularities.
The Directors are responsible for keeping adequate accounting records 
that are sufficient to show and explain the Group’s and Company’s 
transactions and disclose with reasonable accuracy at any time the 
financial position of the group and company and enable them to ensure 
that the financial statements comply with the Companies Act 2006.
The Directors are responsible for the maintenance and integrity of the 
Company’s website. Legislation in the United Kingdom governing the 
preparation and dissemination of financial statements may differ from 
legislation in other jurisdictions.
Directors’ confirmations
In the case of each Director in office at the date the directors’ report is 
approved:
•	 so far as the Director is aware, there is no relevant audit information of 
which the Group’s and Company’s auditors are unaware; and
•	 they have taken all the steps that they ought to have taken as a 
director in order to make themselves aware of any relevant audit 
information and to establish that the Group’s and Company’s auditors 
are aware of that information.
Independent Auditors
The Auditors, PricewaterhouseCoopers LLP, have indicated their 
willingness to continue in office and a resolution that they be re-
appointed will be proposed at the Annual General Meeting.
By order of the Board
D M O’Connor 
CEO 
8 April 2025
28    Churchill China plc Annual Report for the year ended 31 December 2024

This statement is not audited.
The Company is quoted on the Alternative Investment Market of the 
London Stock Exchange and uses the Quoted Companies Alliances 
‘Corporate Governance’ (‘the Code’) as a benchmark to define and 
review its governance procedures. The Company complies with the Code.
The Code establishes ten principles of Corporate Governance grouped 
into three areas; the encouragement to deliver sustainable growth, the 
responsibility to maintain a dynamic management framework and an 
aim to build trust with shareholders and other stakeholders.
The Board supports the aims of the Code and seeks to exceed rather 
than simply meet the requirements it sets out. Many of the requirements 
of the Code are addressed through this Annual Report and further 
information may be found on the Investor pages of the Company’s 
website, www.churchill1795.com.
The Board of Directors
The Board is currently composed of three Executive and four Non-
Executive Directors and meets at least eleven times per year. The Board is 
led by the Chairman, Robin Williams. It is felt that the current composition 
and operation of the Board is adequate to provide the necessary skills 
and experience to lead and manage the business and to ensure a 
balance of power and authority. A review of the effectiveness of the 
Board is carried out on a regular basis with the most recent being in 2023. 
The Non-Executive members of the Board take an active and influential 
part in Board procedures. A senior Non-Executive Director, Martin Payne, 
has been appointed. 
The Board acknowledges its role in defining and promoting the culture of 
the business. This culture is defined within the Company’s brand values. 
It encourages all our employees, including Board members, to bring 
innovation, commitment and integrity to their roles. 
The Code recommends that the Boards of quoted companies include 
at least two independent Non-Executive Directors. The Board has fully 
reviewed the independence of Non-Executive Directors, and four Board 
members, J M Moore, R G W Williams, C J Stephens and M Payne are 
considered to be independent under the terms of the Code.
In addition to a formal agenda covering financial control, management 
and business development, there is appropriate debate addressing 
areas outside the regular agenda to ensure that all Directors are able 
to take an informed view of the progress of the business. The nature of 
the organisational structure of the Group allows Executive Directors to 
maintain a close involvement in all aspects of the Group’s operations. 
A schedule of matters ‘Reserved for Board Decision’ is maintained, and 
a procedure exists to allow Directors access to independent professional 
advice if required.
The following table shows the attendance of Directors at Board meetings 
through the year.
Meetings held
Meetings 
attended
D M O’Connor
12
12
C Stephens
12
12
B M Hynes
4
4
J A Roper
12
12
M Cunningham
12
12
J M Moore
12
12
R G W Williams
12
12
The Directors consider that the Board of Directors include key 
management for all areas of the business and that there are no other 
key management which require disclosure.
There are three sub-committees of the Board:
The Remuneration Committee is wholly composed of Non-Executive 
Directors and is normally attended by the Chief Executive Officer who 
takes no part in discussions on his own remuneration. The Remuneration 
Committee is chaired by J M Moore.
The Audit Committee, which is wholly composed of Non-Executive Directors, 
meets at least three times per year to receive reports from Executive 
management and external Auditors and is normally attended by the 
Finance Director. The Audit Committee has been chaired by M Payne.
The Nomination Committee, which is wholly composed of Non-
Executive Directors, meets at least twice per year to discuss forward 
Board succession. A formal process has been established to deal with 
succession planning across the business. The Committee also considers 
the training and development needs of Directors. The Nomination 
Committee is chaired by R G W Williams.
Terms of reference for all three Committees and a Remuneration Policy 
statement have been agreed by the Board.
Shareholder engagement
The Company has a wide range of Shareholders including major financial 
institutions and private investors. Regular contact is made with Shareholders 
through presentations, direct contact and most importantly both formally 
and informally at the Company’s Annual General Meeting. M Cunningham, 
Finance Director, is the main point of contact for Shareholders, and the 
Chairman, Senior Independent Director are also available. The Board 
considers feedback received from Shareholders carefully.
Internal control
The Board of Directors has overall responsibility for the Group’s system 
of internal control and is responsible for reviewing its effectiveness. This 
system is designed to manage rather than eliminate the risk of failure to 
achieve business objectives and provides reasonable, but not absolute, 
assurance against material misstatement or loss.
The Board has established a system for ongoing review of risk assessment 
and management procedures to ensure that the controls on which it 
places reliance are operating satisfactorily and those new risks to which 
the business becomes exposed through its activities are recognised and 
appropriate controls implemented. These procedures have been in 
operation throughout the year and in the period to the date of this report.
The risks to which the Group is exposed are formally reviewed by the 
Board on a regular basis. Individual reviews of risk areas are carried out 
and the results reported to the Board. Operational responsibility for each 
of the main risk areas has been clearly identified and is allocated to 
either Directors of the Company or of the Company’s principal operating 
subsidiary Churchill China (UK) Limited, under the supervision of the Board 
as a whole. Individual managers and employees are also aware, where 
appropriate, of their responsibilities in both identifying and controlling risk.
The Company’s systems in relation to risk assessment and control seek 
to ensure that, as part of the normal process of business management, 
material risks are identified and brought to the attention of the Board. 
Directors review risk as part of a regular programme of meetings covering 
both general business processes and specific risk areas, risk is assessed 
as part of the strategic process. A system of reporting is in place to 
provide control information on key risk areas within reports submitted to 
the Board and reviewed. In addition to this, Directors and managers are 
aware of their responsibility to monitor both changes in business activity 
and changes to the economical legislative environment in which the 
Company operates. Potential new risk areas have been identified and 
control procedures documented.
The Board and the Audit Committee have reviewed the effectiveness of 
the system of internal control during the year.
Internal financial control 
The Board of Directors has overall responsibility for the Group’s systems 
of internal financial control which it exercises through an organisational 
structure with authorisation, monitoring and reporting procedures which 
are appropriate to the needs of the business. These systems have been 
designed to give the Board reasonable, but not absolute, assurance 
against material misstatement or loss. The principal features of the 
Group’s system of internal financial control are: the maintenance of 
a control environment in which the need for the highest standards of 
behaviour and integrity are communicated to employees; the use of a 
detailed reporting system covering performance against comprehensive 
financial and other key operating indicators. The Board and the Audit 
Committee have reviewed the operation and effectiveness of the 
system of internal financial control during the year. 
By order of the Board
D M O’Connor 
CEO 
8 April 2025
Corporate 
Governance
Churchill China plc Annual Report for the year ended 31 December 2024    29

This section of the financial statements is unaudited
Annual statement
The role of the Committee is to determine and recommend to the Board 
the remuneration policy and to set Executive Director remuneration. 
The Committee also adopts a wider oversight role with respect to the 
broader Company leadership team’s remuneration but does not set 
this. In setting Executive pay, the Committee considers various factors, 
including, wider workforce remuneration, structure and alignment of 
reward to performance, both personal and Company, with the aim of 
improving long-term Company success. Where the Committee feels it 
does not have the relevant knowledge or expertise it utilises external 
expert advice.
The key areas of focus for the year were:
•	 Review of remuneration outcomes – assessing the progress of equity 
and variable remuneration elements to ensure that the current 
policies and remuneration levels are achieving the desired outcomes 
for all stakeholders.
•	 Base salary levels – a review was carried out and an increase 
awarded of 4%. The size of increase was determined through 
inflationary pressures prevalent during the period.
•	 Target setting – appropriate targets were set for variable 
remuneration, both LTIP awards, where grant size and performance 
criteria were set in 2024 and 2025 bonus targets. In addition to 
target setting, the level of new grants of LTIPs was assessed by the 
Committee. 
•	 LTIP targets – the Committee has reviewed the appropriateness of 
targets for the LTIP scheme and have concluded that a review of 
these may occur for the 2025 grant and that the reliance on EPS 
should be changed to include other metrics.
•	 Workforce pay – the Committee reviewed and had input over the 
pay awards given to the wider workforce. During the period the 
Company was influenced in this decision by the wider increase in 
national living wage which significantly influenced decision making.
The Company adopts a long-term approach to the development of 
its business emphasising steady growth and the management of risk. 
The remuneration policy seeks to reflect this and to balance fixed and 
variable pay components accordingly. The design of variable pay 
does not encourage short-term decision making and the Remuneration 
Committee believes that there is an appropriate balance between 
annual profit bonus targets, medium-term development objectives and 
the promotion of longer-term growth. 
In each case the Committee was conscious of the need to clearly align 
Executive Directors’ remuneration packages with Shareholders’ interests 
and with consideration of wider workforce remuneration.
Details of the outcome of this work are set out below and later in the 
Annual Report on Remuneration.
The Remuneration Committee has considered overall performance in 
the year to 31 December 2024 and is satisfied that the outcome of the 
remuneration policy in 2024 is consistent with both the results delivered 
in year and progress against longer-term targets and other metrics. Profit 
before taxation decreased in the year by 20.9% due to weak market 
conditions. Despite these performance issues, the Company has made 
solid progress in many of its strategic objectives, continuing to deliver on 
improving factory performance, improving the energy footprint of the 
Company and cementing its position as the supplier of choice in the 
hospitality tableware sector. 
Whilst as an AIM-listed Company, we are not required to satisfy the 
Directors’ Remuneration Report (‘DRR’) guidelines, we continue to 
provide information on certain requirements of the Regulations to reflect 
good practice where this is in the interests of Shareholders and where the 
cost and benefit of supplying this information is appropriate.
The Remuneration Committee is composed of J M Moore, who acts 
as Chair, C J Stephens and M Payne. B M Hynes retired from the 
Committee on 4 June 2024. All members of the Committee are Non-
Executive Directors. D M O’Connor (Chief Executive Officer) attended 
Remuneration Committee meetings but withdrew from any meeting 
where his remuneration was discussed. The Remuneration Committee 
has received advice from FIT Remuneration Consultants LLP during the 
year. The total fees paid to FIT Remuneration Consultants were £875.
Directors’ remuneration policy
This section sets out the Company’s Directors’ Remuneration policy. The 
Policy is determined by the Remuneration Committee of the Company 
and is subject to regular and detailed review in relation to market 
practice and alignment with the Group’s strategy. This policy has applied 
from the date of the 2020 Annual General Meeting. 
The Remuneration Committee also reserves the right to make any 
remuneration payments and payments for loss of office notwithstanding 
that they are not in line with the Policy set out below where the terms of 
the payment were agreed: 
•	 before the Policy came into effect or; 
•	 at a time when the relevant individual was not a Director of the 
Company and, in the opinion of the Remuneration Committee, the 
payment was not in consideration for the individual becoming a 
director of the Company. 
For these purposes ‘payments’ includes the Remuneration Committee 
satisfying awards of variable remuneration and, in relation to an award 
over shares, the terms of the payment are ‘agreed’ at the time the 
award is granted. For the avoidance of doubt, the Remuneration 
Committee’s discretion includes discretion to determine, in accordance 
with the rules of the LTIP, the extent to which awards under that plan 
may vest in the event of a change of control or in a ‘good leaver’ 
circumstance. 
The Remuneration Committee may make minor changes to this policy, 
provided they do not materially advantage Directors, to aid in its 
operation or implementation.
30    Churchill China plc Annual Report for the year ended 31 December 2024
Remuneration Report 
For the year ended 31 December 2024

Future policy table
Executive Directors
The table below describes each of the elements of the remuneration package for the Executive Directors.
This policy has been applied since June 2023.
Purpose and link to 
strategy
Operation
Maximum potential value
Performance metrics
Basic pay 
Core element of fixed 
remuneration to help 
recruit and retain 
employees of the 
appropriate calibre and 
experience
Basic pay for Executive Directors 
is normally reviewed annually (but 
may be reviewed more frequently if 
required).
Consideration is given to the 
following when determining basic 
pay levels:
•	 Market conditions including 
typical pay levels for comparator 
companies taking into account 
the relative scale and complexity 
of the role and business
•	 Scale and scope of the role, 
experience and performance of 
the individual
•	 Average change in salary for the 
workforce as a whole
•	 The annual pay review is 
conducted on 1 April each year.
There is no prescribed maximum 
annual increase. However, 
consideration is normally given to 
the average change in salary for the 
workforce as a whole.
The Remuneration Committee 
considers any salary increases above 
the workforce average carefully.
The Remuneration Committee 
may award salary increases above 
the workforce average in certain 
circumstances including, but not 
limited to:
•	 A Director assuming additional 
responsibilities
•	 Significant improvement in 
individual performance
•	 Significant change in the size or 
scope of a Director’s role
•	 Where salary is initially set 
below market levels for a newly 
appointed Director to allow for 
progress in their role.
Not applicable, although overall 
performance of the individual and 
the Company is considered by the 
Remuneration Committee when 
setting and reviewing salaries.
Annual Bonus 
Rewards the achievement 
of annual financial and 
strategic business targets 
as well as the delivery of 
personal objectives
Clawback and malus 
applies in a number 
of circumstances to 
enable the Company to 
mitigate risk
Bonus payments are made in cash 
following the completion of the audit 
for the year in which bonuses are 
earned.
The Remuneration Committee may 
adjust the bonus pay-out should the 
formulaic outcome be considered 
not to reflect underlying business 
performance.
The Remuneration Committee has 
the right to operate both clawback 
and malus provisions in respect of 
bonus scheme awards in relation 
to circumstances of material 
misstatement of results, serious 
misconduct or reputational damage 
and corporate failure which may 
have occurred at any time before 
claw back is operated.
Bonus payments are 
non-pensionable.
Executive Directors are entitled to 
earn up to 100% of basic pay as a 
bonus.
The bonus plan is based on the 
achievement of challenging 
performance targets. The financial 
measures, which account for the 
majority of the bonus, will generally 
include a measure of profitability and/
or cash generation. Other targets may 
include the achievement of strategic 
objectives and specific personal 
objectives.
Benefits 
Provide a market 
competitive benefits 
package to help recruit 
and retain employees of 
the appropriate calibre 
and experience
Executive Directors are entitled 
to receive benefits including 
healthcare benefits and a fully 
expensed company car (or cash 
allowance) where it is deemed 
necessary to their role.
Executive Directors are entitled to 
receive repayment of costs deemed 
necessary for them to perform their 
duties.
Other benefits may be provided 
based on individual circumstances 
including, but not limited to, housing 
or relocation expenses.
Set at a level which the 
Remuneration Committee 
considers to be appropriately 
positioned taking into account the 
scale and scope of the role and 
market conditions in comparator 
companies.
Not applicable.
Churchill China plc Annual Report for the year ended 31 December 2024    31

Purpose and link to 
strategy
Operation
Maximum potential value
Performance metrics
Pensions 
Provide market 
competitive post-
employment benefits 
to help recruit and 
retain employees of the 
appropriate calibre and 
experience
Executive Directors are entitled to 
membership of Company pension 
schemes in operation from time to 
time.
The Company currently operates a 
defined contribution scheme. 
The Company previously operated 
a defined benefit scheme, which 
was closed for future accrual in 2006. 
One Executive Director is a deferred 
member of this scheme.
Executive Directors may choose to 
receive a salary supplement in lieu 
of pensions up to the value of the 
normal contribution level at no extra 
cost to the Company.
Bonus and other benefits received 
by Executive Directors do not count 
towards pensionable pay.
Up to 10% of basic pay under the 
defined contribution scheme.
Not applicable.
Long term incentive 
schemes 
Incentivises employees 
to achieve a higher and 
sustained level of return to 
shareholders over a longer 
period of time
Supports retention and 
promotes share ownership 
Clawback and malus 
applies in a number 
of circumstances to 
enable the Company to 
mitigate risk
The Company operates an LTIP 
approved by shareholders on 22 
June 2022.
LTIP awards are made on an annual 
basis typically in the form of nil or 
nominal cost options with vesting 
dependent on the achievement of 
performance conditions, normally 
over a three year period. Vested 
LTIP options must be exercised within 
ten years of the date of grant. Once 
exercised the net shares remaining 
after the payment of associated 
tax charges must be retained for a 
further two years.
The Remuneration Committee has 
the right to operate both clawback 
and malus provisions in respect of 
LTIP awards in relation to material 
misstatement of results, serious 
misconduct or reputational damage 
and corporate failure which may 
have occurred at any time before 
claw back is operated.
LTIP payments are non-pensionable.
Executive Directors may normally be 
granted LTIP awards up to 100% of 
salary each year.
For threshold performance, 25% of 
the award vests. 
For on-target performance, 40% of 
the award vests. 
For maximum performance, 100% of 
the award vests. 
Straight line vesting applies between 
threshold, target and maximum 
vesting.
In exceptional circumstances, such 
as recruitment where it may be 
necessary to grant a buy-out award, 
Executive Directors may be granted 
LTIP awards of up to 150% of salary 
each year.
Challenging performance targets are 
set each year reflecting the business 
priorities that underpin longer term 
Group strategy. 
At least 50% of the LTIP award will 
normally vest based on adjusted 
Basic Earnings Per Share performance 
targets.
During the year the only change to remuneration policy was the addition of an underpin to the bonus which is that in order to achieve bonus based 
on Company performance the result should exceed that of the prior year.
Non-Executive Directors
The table below sets out an overview of the remuneration of Non-Executive Directors.
Purpose and link to strategy
Operation
Chairman and  
Non-Executive Director fees 
Provide an appropriate reward 
to help recruit and retain 
Non-Executive Directors of 
the appropriate calibre and 
experience
Fees for Non-Executive Directors are normally reviewed annually (but may be reviewed more frequently if required).
Consideration is given to the following when determining fee levels:
•	 Market conditions including typical fee levels for comparator companies
•	 A Non-Executive Director’s role and responsibilities
•	 Non-Executive Directors do not participate in any incentive scheme.
32    Churchill China plc Annual Report for the year ended 31 December 2024
Remuneration Report 
For the year ended 31 December 2024

Explanation of performance metrics chosen
The annual bonus is assessed against financial, strategic and personal performance conditions, as determined by the Remuneration Committee. This 
incentivises Executive Directors to focus on delivering the strategic and financial goals of the Company, wider Company performance and bespoke 
individual objectives for each Executive Director. We believe that this encourages behaviour that facilitates the future development of the business.
The LTIP is assessed against longer term financial performance conditions, including adjusted earnings per share, to provide a robust measurement of 
the Company’s financial performance over the longer term and ability to deliver a higher and sustained level of return to shareholders.
The Remuneration Committee retains the discretion to adjust the performance conditions and targets where it considers it appropriate to do so.
Pay policy for other employees
The Company values its wider workforce and aims to provide a remuneration package that is market competitive, complies with any statutory 
requirements and is applied fairly and consistently across the wider employee population. Where remuneration is not determined by statutory 
regulation, the key principles of the compensation philosophy are as follows:
•	 We remunerate people in a manner that allows for stability of the business and the opportunity for sustainable long term growth; 
•	 We seek to remunerate fairly and consistently for each role with due regard to market conditions, internal consistency and the Company’s 
ability to pay. 
Total reward for Executive Directors will be set with sensitivity to subordinate staff within the Group with whom the packages will, as far as possible, be 
consistent and fair.
The Company takes into account the following when setting the remuneration policy for Executive Directors:
•	 Salary increases for the wider workforce; 
•	 Company-wide benefit (including pension) offerings; and
•	 Overall spend and participation levels in the annual bonus and LTIP.
Statement of consideration of shareholder views
The Remuneration Committee considers a pro-active and transparent dialogue with its shareholders to be important. The Remuneration Committee will 
consult with major shareholders when it proposes to make any major changes to the remuneration policy for Directors.
Annual report on remuneration
This section of the Remuneration Report is audited. 
Emoluments of the Directors were as follows:
Salary
£
Pension
£
Benefits
£
Pay in lieu
 of pension
£
Annual 
 bonus
£
Total 
remuneration
£
2024
Executive
D M O’Connor
345,921
–
1,978
31,044
83,021
461,964
M Cunningham
223,813
–
824
14,774
53,715
293,126
J A Roper
283,314
–
1,030
20,080
64,395
368,819
Non-Executive
B M Hynes*2
26,371
–
–
–
–
26,371
J M Moore
53,258
–
–
–
–
53,258
M Payne*1
49,785
–
–
–
–
49,785
C Stephens
53,258
–
–
–
–
53,258
R G W Williams
96,779
–
–
–
–
96,779
1,132,499
–
3,832
65,898
201,131
1,403,360
2023
Executive
D J S Taylor
412,945
–
–
7,012
42,460
462,417
D M O’Connor
329,626
–
1,680
29,436
194,480
555,222
M Cunningham*3
124,667
5,000
980
6,154
118,460
255,261
J A Roper*4
270,675
–
875
21,243
152,125
444,918
Non-Executive
A J McWalter
38,558
–
–
–
–
38,558
B M Hynes
51,050
–
–
–
–
51,050
J M Moore
51,050
–
–
–
–
51,050
C Stephens
46,960
–
–
–
–
46,960
R G W Williams
74,951
–
–
–
–
74,951
1,400,482
5,000
3,535
63,845
507,525
1,980,387
M Payne*1 From date of appointment 16 January 2024
B M Hynes*2 Until date of resignation 4 June 2024
M Cunningham*3 From date of appointment 1 June 2023
J Roper*4 In the 2023 annual report a car allowance of £15,000 was omitted from the emoluments table and has been corrected here.
Churchill China plc Annual Report for the year ended 31 December 2024    33

This section of the Remuneration Report is not audited
All Directors received an increase in base salary of 4.0% during the year. 
There were no contracts of significance during or at the end of the financial year in which a Director of the Company was materially interested. 
Pension costs above represent contributions made by the Group to defined contribution schemes or payments in lieu of such contributions. 
Performance bonuses
Performance bonuses are awarded for the achievement of growth in Operating Profit before exceptional items substantially above target levels and 
also in relation to the achievement of personal objectives. 
During 2024, Executive Directors were able to earn a maximum of 100% of salary as a performance bonus. Of this figure 14% of salary was payable for 
achievement of threshold profit levels, 28% for on target performance, 56% for maximum profit objectives and 76% for the achievement of super-
maximum profit objectives. A further 24% of salary could be earned against specified personal objectives. Straight line vesting applied between 
threshold, target and maximum performance levels.
In 2024, threshold profit bonus levels were payable on the achievement of an operating profit before exceptional items of £10,217,000, on target profit 
levels were payable on the achievement of operating profits before exceptional items of £10,759,000, maximum target profit levels were operating 
profits before exceptional items of £11,802,000 and super-maximum target profit levels were operating profits before exceptional items of £12,426,000.
As a result of performance during the year, no profit bonus was achieved by the executive directors. Personal objectives represented a maximum of 
24% of base salary. 
Reflecting performance against the financial and personal objectives, the bonus payouts for 2024 are 24%, 24% and 24% of salary for D O’ Connor, J 
Roper and M Cunningham, respectively.
The operation of the annual performance bonus scheme for 2025 has been amended to reflect increased performance targets taking into 
consideration the interests of shareholders. 
Long term incentive plan
This section of the Remuneration Report is audited. 
Details of share options granted under the Long Term Incentive Plan are as follows. Each option has an exercise price of 10p per ordinary share.
Number of 
options 
31 December 
2023
Options 
granted
Options 
lapsed
Number of 
options 
31 December 
2024
Date from 
which 
exercisable
Expiry 
date
D M O’Connor
2022 grant
21,977
–
–
21,977
June 2025
June 2032
2023 grant
24,425
–
–
24,425
June 2026
June 2033
2024 grant
–
32,191
–
32,191
June 2027
June 2034
M Cunningham
2023 grant
14,545
–
–
14,545
June 2026
June 2033
2024 grant
–
20,704
–
20,704
June 2027
June 2034
J A Roper
2022 grant
17,046
–
–
17,046
June 2025
June 2032
2023 grant
18,945
–
–
18,945
June 2026
June 2033
2024 grant
–
24,969
–
24,969
June 2027
June 2034
Exercise of the above options is subject to the achievement of performance conditions as specified by the Remuneration Committee and they are 
also subject to clawback and malus provisions which may be enacted in certain circumstances. The above number of options represent the amount 
that will vest based on the achievement of maximum performance targets. A lower percentage of the above options will vest given the achievement 
of lower than maximum performance. At target performance levels, 40% of the above options would be expected to vest. Below threshold 
performance no options will vest.
Notional pension fund interest has been excluded from both the base and target EPS levels.
Share price movements during the year
The market price of the Company’s shares at the end of the financial year was 700p (2023: 1,450p). The range of prices for the year to 31 December 
2024 was 1,450p to 652.5p (2023: 1,085p to 1,640p) per ordinary share.
Remuneration Report 
For the year ended 31 December 2024
34    Churchill China plc Annual Report for the year ended 31 December 2024

Pensions
This section of the Remuneration Report is audited.
M Cunningham, D M O’Connor and J A Roper were not active members of a Company pension scheme during the year. Directors are allowed to 
exchange pension benefits for additional salary. Pension contributions and payments in lieu of contributions made by the Group were as shown on 
page 33 and were at an equivalent rate of 10% of basic salary for D J S Taylor and D M O’Connor, 7% for J A Roper and 5% for M Cunningham. 
All scheme members have the opportunity to pay Additional Voluntary Contributions. Neither the contributions nor the resulting benefits are included 
in the above table.
During the year D M O’Connor transferred out of the Churchill Retirement Benefit Scheme and is no longer a member. 
Directors’ service contracts
Executive Directors are not appointed on contracts for a fixed duration. All Executive Directors have contracts of service which can be terminated with 
a notice period of twelve months from the Company or six months from the Director. 
Non-Executive Directors are generally initially appointed on fixed term contracts for a period of three years before moving to renewal every twelve 
month but may normally be terminated with a notice period of three months. 
There are no defined contractual payments in the event of termination of a Directors’ service contract other than the specified notice period.
Date of signature
Unexpired term at 
31 December 2024
Executive
M Cunningham
1 June 2023
12 months
D M O’Connor
15 May 2012
12 months
J A Roper
3 November 2015
12 months
Non-Executive
J M Moore
25 January 2021
12 months
R G W Williams
29 September 2022
10 months
C J Stephens
1 February 2023
1 year 11 months
M Payne*
16 January 2024
2 years 1 month
* M Payne’s service contract was signed on 16 January 2024
Directors’ interests
This section of the Remuneration Report is audited.
The interests of the Directors and their immediate families and family trusts at 31 December 2024 in the 10p ordinary shares of the Company were as 
follows:
2024
2023
D M O’Connor
23,655
23,655
J A Roper
1,024,035
994,035
J M Moore
270
270
C Stephens
819
–
M Payne
1,000
–
M Cunningham
2,033
2,033
R G W Williams
2,000
1,000
1,053,812
1,020,993
J A Roper’s interest in the 10p ordinary shares of the Company at 31 December 2024 represented 9.3% (2023: 9.0%) of the Company’s issued 
share capital.
There has been no change in the interests set out above between 31 December 2024 and 8 April 2025.
Churchill China plc Annual Report for the year ended 31 December 2024    35

Director shareholding requirements
Directors are expected to hold shares in the Company in order to align their interests with those of shareholders. In the longer-term Executive Directors 
are encouraged to hold the equivalent of 100% of annual base salary as shares in the Company and it is expected that this target level will be 
achieved by the retention of shares vesting under the Long-Term Incentive Plan after the payment of associated tax. 
Shareholder consultation 
The Remuneration Committee will consult with major shareholders in relation to its operation and particularly in relation to any major changes in 
remuneration policy. During the year, with the exception of the standard resolution at the Annual General Meeting, the Remuneration Committee did 
not believe there was any requirement to make any approach to shareholders on remuneration issues. No significant comments have been received 
from shareholders in relation to remuneration matters.
At the 2023 Annual General Meeting, the standard resolution in relation to the approval of the Report of the Remuneration Committee contained in 
the Annual Report for 2023 was passed. 99.9% of votes were cast in favour of the resolution, 0.1% against, with abstentions of 0.0%. 
140.00
120.00
100.00
80.00
60.00
40.00
20.00
0.00
2019
Total Shareholder Return – rebased to 100
2020
2021
2022
2024
Churchill China
FTSE AIM All Share
2023
(Source: Investec Bank plc)
Over a five year period the Group’s total return to shareholders has been below that generated by the AIM All Share index. Total returns from the 
Company in the year have decreased as a result of a fall in our share price. The Group has increased dividend payments to shareholders during 
the year. 
Our overall five-year return has risen to an average compound rate of -9.57% (AIM: -4.24%). Over the five year period total shareholder return from the 
Group has been -39.52% whilst that achieved by the AIM index as a whole was -19.48%. In the year to 31 December 2023 the overall return from the 
Group was -27.59%, (AIM: -3.95%).
In the opinion of the Directors, the above index is the most appropriate against which to measure the total shareholder return of Churchill China plc.
Over the same period the Chief Executive Officer’s remuneration has been as follows:
2019
2020
2021
2022
2023
2024
Single figure of remuneration (£’000)
810
293
605
543
555
462
Bonus payout (of base salary)
70%
0%
99%
68%
60%
24%
LTIP vesting (of maximum)
100%
0%
0%
0%
0%
0%
Profit before exceptional items and  
income tax (£’000)
11,176
848
5,963
9,054
10,788
8,536
Share price at 31 December 
1,820p
1,340p
1,762.5p
1,175p
1,450p
700p
On behalf of the Board
J M Moore 
Chair of the Remuneration Committee 
8 April 2025
Remuneration Report 
For the year ended 31 December 2024
36    Churchill China plc Annual Report for the year ended 31 December 2024

Annual statement
During the year the Company has continued its succession activities. Martin Payne joined the board as both Chair of the Audit Committee and 
Senior Independent Director. The Committee has also been addressing strengthening of the senior management team and has had oversight of the 
recruitment of a Chief Operating Officer below board level.
The Nomination Committee has considered a number of matters during the year including:
•	 Consideration of the current and future structure, size and composition of the Board, and the next level of management, including assessment of its 
skills, knowledge and experience. Levels of diversity and independence within the Board have been clear areas of focus;
•	 Further development and implementation of a formal succession plan covering the Company’s Board and the Board of its principal subsidiary 
Churchill China (UK) Limited; 
•	 A review of the terms of reference of the committee which has since been agreed and approved by the full Board.
The Board recognises the need for independence within its Non-Executive Directors and has a Board with four independent members. Alongside this 
desire to maintain an appropriate level of independence, the Board also recognises the benefit that experience and knowledge of the business and 
its values bring to the Company. Our succession planning and nomination processes will always attempt to balance these two objectives.
The Nomination Committee operates under Terms of Reference agreed by the Board. 
On behalf of the Board
R G W Williams 
Chair of the Nomination Committee 
8 April 2025
Nomination Committee Report 
For the year ended 31 December 2024
Churchill China plc Annual Report for the year ended 31 December 2024    37

Audit Committee Report 
For the year ended 31 December 2024
Dear Shareholders
I am pleased to present my first Audit Committee (AC) Report for 2024. 
I would like to thank Brendan Hynes for his long and dedicated service to the Company and wish him all the best in his retirement.
The primary role of the Audit Committee is to oversee the controls and processes within the business and assess the suitability of the management 
framework. In addition, the committee is responsible for assessing the independence, objectivity and quality of the external auditor and in assessing 
the suitability of the fee levels being charged. 
During the year the Committee met three times in line with the agreed schedule. During the year the committee discussed and agreed the terms of 
reference of the committee and agreed these with the wider board.
The Audit Committee has considered a number of matters since the beginning of 2024 including:
•	 Review of the annual and interim financial results and the Annual Report;
•	 Consideration of the Report of the External Auditors, PricewaterhouseCoopers LLP, to the Audit Committee; 
•	 Agreement of the Audit Plan of the External Auditors for the year to 31 December 2024 including the scope of work to be carried out;
•	 Review of the independence, effectiveness and level of fees to be paid to the External Auditors; 
•	 A review of the Company’s risk management process and the resulting key risks which are highlighted in the principal risks section of the strategic 
report. Also assessed is how these risks are impacted by the wider business environment.
Financial reporting and significant financial issues
The Audit Committee assesses whether suitable accounting policies have been adopted, whether management have made appropriate estimates 
and judgements and reviews reports prepared by management in relation to major judgements.
The Audit Committee has considered the position of the Group’s Defined Benefit Pension Scheme and believes that it is appropriate to recognise the 
surplus of £8.2m as calculated under IAS 19 as an asset within the Financial Statements.
Stock valuation has been reviewed in depth to ensure that the balance sheet accurately reflects the value being held. This is particularly critical as the 
Company has been increasing its stock holding position in order to improve customer service levels.
Auditors
The Board, on the recommendation of the Audit Committee, has appointed PwC to complete the audit. The company carried a retendering process 
in 2022 and is satisfied as to the independence, quality and value offered by PwC.
Internal audit
The Company does not use an internal audit department and currently does not believe that, given the size and structure of the business, the 
geographic proximity of its major operations and the close control affected by the involvement of Executive Directors in the day to day running of the 
business, such a department would provide an effective means of gaining significant improvements in internal control. The requirement for an internal 
audit function is reviewed annually.
On behalf of the Board
M Payne 
Chair of the Audit Committee 
8 April 2025
38    Churchill China plc Annual Report for the year ended 31 December 2024

Report on the audit of the financial statements
Opinion
In our opinion:
•	 Churchill China plc group financial statements and company 
financial statements (the “financial statements”) give a true and fair 
view of the state of the group’s and of the company’s affairs as at 31 
December 2024 and of the group’s profit and the group’s cash flows 
for the year then ended;
•	 the group financial statements have been properly prepared in 
accordance with UK-adopted international accounting standards 
as applied in accordance with the provisions of the Companies Act 
2006;
•	 the company financial statements have been properly prepared in 
accordance with United Kingdom Generally Accepted Accounting 
Practice (United Kingdom Accounting Standards, including FRS 101 
“Reduced Disclosure Framework”, and applicable law); and
•	 the financial statements have been prepared in accordance with the 
requirements of the Companies Act 2006.
We have audited the financial statements, included within the Annual 
Report, which comprise: the Consolidated and Company Statements 
of Financial Position as at 31 December 2024; the Consolidated Income 
Statement and Consolidated Statement of Comprehensive Income, 
the Consolidated Statement of Cash Flows and the Reconciliation of 
Operating Profit to Net Cash Inflow from Operating Activities, and the 
Consolidated and Company Statements of Changes in Equity for the 
year then ended; and the notes to the financial statements, comprising 
material accounting policy information and other explanatory 
information.
Basis for opinion
We conducted our audit in accordance with International Standards on 
Auditing (UK) (“ISAs (UK)”) and applicable law. Our responsibilities under 
ISAs (UK) are further described in the Auditors’ responsibilities for the 
audit of the financial statements section of our report. We believe that 
the audit evidence we have obtained is sufficient and appropriate to 
provide a basis for our opinion.
Independence
We remained independent of the group in accordance with the ethical 
requirements that are relevant to our audit of the financial statements in 
the UK, which includes the FRC’s Ethical Standard, as applicable to other 
listed entities of public interest, and we have fulfilled our other ethical 
responsibilities in accordance with these requirements.
To the best of our knowledge and belief, we declare that non-audit 
services prohibited by the FRC’s Ethical Standard were not provided.
We have provided no non-audit services to the company or its controlled 
undertakings in the period under audit.
Our audit approach
Overview
Audit scope
•	 We conducted a full scope audit of Churchill China (UK) Limited and 
Churchill China plc, as well as targeted procedures on a specific 
balance in Furlong Mills Limited
•	 The consolidation adjustments included within the consolidated 
results of the group have been audited to overall group performance 
materiality.
Key audit matters
•	 Inventory provision for slow moving or obsolete items (group)
•	 Valuation of defined benefit pension liability (group)
•	 Valuation of the investments in subsidiaries (parent)
Materiality
•	 Overall group materiality: £427,000 (2023: £539,000) based on 5% of 
profit before tax.
•	 Overall company materiality: £89,000 (2023: £102,000) based on 1% of 
total assets.
•	 Performance materiality: £320,000 (2023: £404,000) (group) and 
£67,000 (2023: £77,000) (company).
The scope of our audit
As part of designing our audit, we determined materiality and assessed 
the risks of material misstatement in the financial statements.
Key audit matters
Key audit matters are those matters that, in the auditors’ professional 
judgement, were of most significance in the audit of the financial 
statements of the current period and include the most significant 
assessed risks of material misstatement (whether or not due to fraud) 
identified by the auditors, including those which had the greatest effect 
on: the overall audit strategy; the allocation of resources in the audit; 
and directing the efforts of the engagement team. These matters, and 
any comments we make on the results of our procedures thereon, were 
addressed in the context of our audit of the financial statements as a 
whole, and in forming our opinion thereon, and we do not provide a 
separate opinion on these matters.
This is not a complete list of all risks identified by our audit.
The key audit matters below are consistent with last year.
Independent auditors’ report 
to the members of Churchill China plc
Churchill China plc Annual Report for the year ended 31 December 2024    39

Independent auditors’ report 
to the members of Churchill China plc
Key audit matter
How our audit addressed the key audit matter
Inventory provision for slow moving or obsolete items (group)
Refer to the summary of significant accounting policies in note 1 to the 
financial statements, and note 14 (Inventories).
Inventory represents a significant asset on the group’s balance sheet 
and is carried at the lower of cost and net realisable value (“NRV”). 
The group’s accounting policy is to determine a provision based upon 
obsolete, slow moving or defective inventories, taking into account 
historical sales volumes, agreed stock levels and expected scrap values. 
There is a risk that the provision is materially misstated given the quantum 
and inherent levels of estimation uncertainty in its determination.
We assessed management’s policy for providing for obsolete and slow 
moving stock.
For a sample of inventory lines in the year end inventory listing, we 
tested a sample of quantities on hand to the provision calculation. We 
recomputed the excess quantities above the agreed stock level and for 
this excess stock we validated the provision rate applied with reference 
to historical actual sales below cost and other supporting evidence. For 
inventory categorised as clearance stock, we analysed the ageing of this 
stock and the provision rate applied.
We tested the integrity of the provision calculation model to assess 
whether it was mathematically accurate.
In order to assess the level of inventory provision held at year end, we 
have performed several lookback assessments and other analytical 
procedures which include considering; the inventory SKU’s where total 
contribution in the year was negative, any damaged stock that has had 
to be written down and any SKUs which have not been sold for a period of 
time and hence would be classified as clearance stock.
We found the inventory valuation provisions to be materially appropriate 
and consistent with the audit evidence obtained. We also tested the 
sensitivity disclosures provided in note 1 to the financial statements and 
found them to be consistent with the conclusions reached.
Valuation of defined benefit pension liability (group)
Refer to the summary of significant accounting policies in note 1 to the 
financial statements and note 19 (Retirement benefit asset).
The valuation of the defined benefit obligation requires estimation in 
determining appropriate assumptions such as salary increases, mortality 
rates, discount rates and inflation levels. Movement in these assumptions 
can have a material impact on the determination of the liability.
Management uses external actuaries to assist in determining these 
assumptions, and this is considered to be the significant audit risk.
We used our actuarial experts to assess whether the assumptions used 
in the calculation of the defined benefit liability were reasonable and 
in line with accounting standards. We assessed the reasonableness of 
those assumptions by comparing to our own independently determined 
benchmarks considering the potential impact if these assumptions are to 
be changed within a reasonable range.
We ensured the disclosures in note 19, and sensitivity analysis disclosed in 
the financial statements was consistent with the actuarial report.
We found that the final assumptions utilised were reasonable and within 
our expected ranges and supported by available evidence.
Valuation of the investments in subsidiaries (parent)
Refer to the summary of significant accounting policies in note 1 to the 
financial statements, and note 13 (Investments in subsidiaries).
Investments in subsidiary companies are stated at cost less any provisions 
for impairment. Where an event has occurred that gives rise to doubt 
about the recovery of the carrying value an impairment assessment 
is made. The impairment is calculated by comparing the investments 
carrying value to the recoverable amount as required by FRS 101. This 
balance remains the largest single balance in the Company’s accounts 
and so has been the principal focus of our audit effort.
We evaluated whether there were any indicators of an impairment trigger 
in relation to the parent company’s investments balance, with specific 
consideration given to the following:
•	 the trading results of the subsidiaries, forecasts results and market 
capitalisation of the Group;
•	 any significant changes with an adverse impact in relation to the 
market in which the subsidiaries operates, noting that there were no 
such changes.
We consider management’s conclusion that there are no indicators of 
impairment to be appropriate.
How we tailored the audit scope
We tailored the scope of our audit to ensure that we performed enough 
work to be able to give an opinion on the financial statements as a 
whole, taking into account the structure of the group and the company, 
the accounting processes and controls, and the industry in which they 
operate.
The group financial statements are predominantly a consolidation of 
three UK statutory entities, comprising the group’s main trading entity, 
Churchill China (UK) Limited, the Churchill China plc company and 
Furlong Mills Limited. In establishing the overall approach to the group 
audit strategy, we concluded that Churchill China (UK) Limited and 
Churchill China plc are full scope components. The cash balance in 
Furlong Mills Limited is in excess of group performance materiality and 
was also subject to audit procedures. For the two full scope components, 
we have allocated materiality to these components and designed our 
audit testing for each financial statement line item based on the size 
and nature of the transactions and balances for that line item and our 
assessment of the risk of material misstatement. We used our professional 
judgement to determine the nature and extent of testing required over 
each line item in the company financial statements.
The impact of climate risk on our audit
As part of our audit we made enquiries of management to understand 
the extent of the potential impact of climate risk on the group’s 
and company’s financial statements, and we remained alert when 
performing our audit procedures for any indicators of the impact of 
climate risk. Our procedures did not identify any material impact as a 
result of climate risk on the group’s and company’s financial statements.
Materiality
The scope of our audit was influenced by our application of materiality. 
We set certain quantitative thresholds for materiality. These, together 
with qualitative considerations, helped us to determine the scope of our 
audit and the nature, timing and extent of our audit procedures on the 
individual financial statement line items and disclosures and in evaluating 
the effect of misstatements, both individually and in aggregate on the 
financial statements as a whole.
Based on our professional judgement, we determined materiality for the 
financial statements as a whole as follows:
40    Churchill China plc Annual Report for the year ended 31 December 2024

Financial statements - group
Financial statements - company
Overall materiality
£427,000 (2023: £539,000).
£89,000 (2023: £102,000).
How we determined it
5% of profit before tax
1% of total assets
Rationale for  
benchmark applied
Profit before tax (PBT) is the primary measure  
used by the shareholders in assessing the 
performance of the group and is a generally 
accepted auditing benchmark.
The Company is not a profit oriented entity and is a 
holding company. As such it is considered that total 
assets is the most appropriate basis upon which to 
determine materiality and this is  
a generally accepted auditing benchmark.
For each component in the scope of our group audit, we allocated a 
materiality that is less than our overall group materiality. The range of 
materiality allocated across components was between £89,000 and 
£383,000.
We use performance materiality to reduce to an appropriately low level 
the probability that the aggregate of uncorrected and undetected 
misstatements exceeds overall materiality. Specifically, we use 
performance materiality in determining the scope of our audit and 
the nature and extent of our testing of account balances, classes of 
transactions and disclosures, for example in determining sample sizes. 
Our performance materiality was 75% (2023: 75%) of overall materiality, 
amounting to £320,000 (2023 : £404,000) for the group financial 
statements and £67,000 (2023: £77,000) for the company financial 
statements.
In determining the performance materiality, we considered a number of 
factors - the history of misstatements, risk assessment and aggregation risk 
and the effectiveness of controls - and concluded that an amount at the 
upper end of our normal range was appropriate.
We agreed with those charged with governance that we would report 
to them misstatements identified during our audit above £21,300 (group 
audit) (2023: £26,000) and £4,000 (company audit) (2023: £4,000) as 
well as misstatements below those amounts that, in our view, warranted 
reporting for qualitative reasons.
Conclusions relating to going concern
Our evaluation of the directors’ assessment of the group’s and the 
company’s ability to continue to adopt the going concern basis of 
accounting included:
•	 Evaluating management’s detailed cash flow forecasts and liquidity 
headroom under both a base case and stress test scenario;
•	 Testing that the cash flows are consistent with board approved 
forecasts;
•	 Assessing management’s track record of forecasting accuracy;
•	 Testing the integrity of management’s cash flow models; and
•	 Assessing whether any mitigating actions are within the control of 
management.
Based on the work we have performed, we have not identified any 
material uncertainties relating to events or conditions that, individually 
or collectively, may cast significant doubt on the group’s and the 
company’s ability to continue as a going concern for a period of at least 
twelve months from when the financial statements are authorised for 
issue.
In auditing the financial statements, we have concluded that the 
directors’ use of the going concern basis of accounting in the 
preparation of the financial statements is appropriate.
However, because not all future events or conditions can be predicted, 
this conclusion is not a guarantee as to the group’s and the company’s 
ability to continue as a going concern.
Our responsibilities and the responsibilities of the directors with respect to 
going concern are described in the relevant sections of this report.
Reporting on other information
The other information comprises all of the information in the Annual 
Report other than the financial statements and our auditors’ report 
thereon. The directors are responsible for the other information. Our 
opinion on the financial statements does not cover the other information 
and, accordingly, we do not express an audit opinion or, except to the 
extent otherwise explicitly stated in this report, any form of assurance 
thereon.
In connection with our audit of the financial statements, our responsibility 
is to read the other information and, in doing so, consider whether the 
other information is materially inconsistent with the financial statements 
or our knowledge obtained in the audit, or otherwise appears to be 
materially misstated. If we identify an apparent material inconsistency 
or material misstatement, we are required to perform procedures to 
conclude whether there is a material misstatement of the financial 
statements or a material misstatement of the other information. If, based 
on the work we have performed, we conclude that there is a material 
misstatement of this other information, we are required to report that 
fact. We have nothing to report based on these responsibilities.
With respect to the Strategic report and Directors’ report, we also 
considered whether the disclosures required by the UK Companies Act 
2006 have been included.
Based on our work undertaken in the course of the audit, the Companies 
Act 2006 requires us also to report certain opinions and matters as 
described below.
Strategic report and Directors’ report
In our opinion, based on the work undertaken in the course of the 
audit, the information given in the Strategic report and Directors’ report, 
for the year ended 31 December 2024 is consistent with the financial 
statements and has been prepared in accordance with applicable legal 
requirements.
In light of the knowledge and understanding of the group and company 
and their environment obtained in the course of the audit, we did not 
identify any material misstatements in the Strategic report and Directors’ 
report.
Responsibilities for the financial statements 
and the audit
Responsibilities of the directors for the financial statements
As explained more fully in the statement of directors’ responsibilities in 
respect of the financial statements, the directors are responsible for 
the preparation of the financial statements in accordance with the 
applicable framework and for being satisfied that they give a true and 
fair view. The directors are also responsible for such internal control 
as they determine is necessary to enable the preparation of financial 
statements that are free from material misstatement, whether due to 
fraud or error.
In preparing the financial statements, the directors are responsible for 
assessing the group’s and the company’s ability to continue as a going 
concern, disclosing, as applicable, matters related to going concern and 
using the going concern basis of accounting unless the directors either 
intend to liquidate the group or the company or to cease operations, or 
have no realistic alternative but to do so.
Churchill China plc Annual Report for the year ended 31 December 2024    41

Auditors’ responsibilities for the audit of the financial statements
Our objectives are to obtain reasonable assurance about whether the 
financial statements as a whole are free from material misstatement, 
whether due to fraud or error, and to issue an auditors’ report that 
includes our opinion. Reasonable assurance is a high level of assurance, 
but is not a guarantee that an audit conducted in accordance with 
ISAs (UK) will always detect a material misstatement when it exists. 
Misstatements can arise from fraud or error and are considered material 
if, individually or in the aggregate, they could reasonably be expected 
to influence the economic decisions of users taken on the basis of these 
financial statements.
Irregularities, including fraud, are instances of non-compliance with laws 
and regulations. We design procedures in line with our responsibilities, 
outlined above, to detect material misstatements in respect of 
irregularities, including fraud. The extent to which our procedures are 
capable of detecting irregularities, including fraud, is detailed below.
Based on our understanding of the group and industry, we identified that 
the principal risks of non­ compliance with laws and regulations related to 
health and safety and employments laws, and we considered the extent 
to which non-compliance might have a material effect on the financial 
statements. We also considered those laws and regulations that have a 
direct impact on the financial statements such as Companies Act 2006 
and taxation legistlation. We evaluated management’s incentives and 
opportunities for fraudulent manipulation of the financial statements 
(including the risk of override of controls), and determined that the 
principal risks were related to posting inappropriate journal entries that 
increase profit and management bias in accounting estimates. Audit 
procedures performed by the engagement team included:
•	 Discussions with management, including consideration of known or 
suspected instances of non- compliance with laws and regulations 
and fraud;
•	 Reviewing minutes of meetings of those charged with governance;
•	 Made enquiries as to whether there was any correspondence with 
legal advisors;
•	 Challenging assumptions and judgements made by management in 
their significant accounting estimates; and
•	 Testing of journals posted to revenue and expenses that have unusual 
account combinations.
There are inherent limitations in the audit procedures described above. 
We are less likely to become aware of instances of non-compliance 
with laws and regulations that are not closely related to events and 
transactions reflected in the financial statements. Also, the risk of not 
detecting a material misstatement due to fraud is higher than the risk of 
not detecting one resulting from error, as fraud may involve deliberate 
concealment by, for example, forgery or intentional misrepresentations, 
or through collusion.
Our audit testing might include testing complete populations of certain 
transactions and balances, possibly using data auditing techniques. 
However, it typically involves selecting a limited number of items for 
testing, rather than testing complete populations. We will often seek to 
target particular items for testing based on their size or risk characteristics. 
In other cases, we will use audit sampling to enable us to draw a 
conclusion about the population from which the sample is selected.
A further description of our responsibilities for the audit of the  
financial statements is located on the FRC’s website at:  
www.frc.org.uk/auditorsresponsibilities. This description forms  
part of our auditors’ report.
Use of this report
This report, including the opinions, has been prepared for and only for 
the company’s members as a body in accordance with Chapter 3 of 
Part 16 of the Companies Act 2006 and for no other purpose. We do 
not, in giving these opinions, accept or assume responsibility for any 
other purpose or to any other person to whom this report is shown or into 
whose hands it may come save where expressly agreed by our prior 
consent in writing.
Other required reporting
Companies Act 2006 exception reporting
Under the Companies Act 2006 we are required to report to you if,  
in our opinion:
•	 we have not obtained all the information and explanations we 
require for our audit; or
•	 adequate accounting records have not been kept by the company, 
or returns adequate for our audit have not been received from 
branches not visited by us; or
•	 certain disclosures of directors’ remuneration specified by law are not 
made; or
•	 the company financial statements are not in agreement with the 
accounting records and returns.
We have no exceptions to report arising from this responsibility.
Sarah Phillips (Senior Statutory Auditor) 
for and on behalf of PricewaterhouseCoopers LLP  
Chartered Accountants and Statutory Auditors  
Birmingham
8 April 2025
Independent auditors’ report 
to the members of Churchill China plc
42    Churchill China plc Annual Report for the year ended 31 December 2024

Consolidated Income Statement
for the year ended 31 December 2024
Note
2024
£’000
2023
£’000
Revenue
2
78,279
82,339
Operating profit
3
7,995
10,252
Finance income
6
631
611
Finance costs
6
(90)
(75)
Profit before income tax
8,536
10,788
Income tax expense
8
(2,171)
(3,071)
Profit for the year 
6,365
7,717
Basic earnings per ordinary share
9
57.9p
70.2p
All of the above figures relate to continuing operations.
The notes on pages 51 to 71 are an integral part of these consolidated financial statements.
Churchill China plc Annual Report for the year ended 31 December 2024    43

Consolidated Statement of Comprehensive Income
for the year ended 31 December 2024
Note
2024
£’000
2023
£’000
Profit for the year
6,365
7,717
Other comprehensive (expense)/income
Items that will not be reclassified to profit and loss:
Remeasurements of post-employment benefit obligations net of tax
19
(835)
(900)
Items that may be reclassified subsequently to profit and loss:
Currency translation differences
4
(25)
Other comprehensive (expense) for the year 
(831)
(925)
Total comprehensive income for the year
5,534
6,792
Amounts in the statement above are disclosed net of tax. The income tax relating to each component of other comprehensive income is disclosed in 
note 8. 
44    Churchill China plc Annual Report for the year ended 31 December 2024

Consolidated Statement of Financial Position
as at 31 December 2024
Note
2024
£’000
2023
£’000
Assets
Non-current assets
Property, plant and equipment
11
24,578
25,085
Intangible assets
12
616
663
Deferred income tax assets
18
131
82
Retirement benefit assets
19
8,179
7,855
33,504
33,685
Current assets
Inventories
14
23,318
21,896
Trade and other receivables
15
12,191
11,036
Cash and cash equivalents
10,100
13,933
45,609
46,865
Total assets
79,113
80,550
Liabilities
Current liabilities
Trade and other payables
16
(11,508)
(14,355)
(11,508)
(14,355)
Non-current liabilities
Lease liabilities
17
(550)
(677)
Deferred income tax liabilities
18
(5,792)
(5,577)
Non-current liabilities
(6,342)
(6,254)
Total liabilities
(17,850)
(20,609)
Net assets
61,263
59,941
Equity attributable to owners of the Company 
Issued share capital
20
1,103
1,103
Share premium account
20
2,348
2,348
Treasury shares
21
(431)
(431)
Other reserves
1,160
1,363
Retained earnings
57,083
55,558
Total equity
61,263
59,941
The notes on pages 51 to 71 are an integral part of these consolidated financial statements. The financial statements on pages 43 to 71 were 
approved by the Board of Directors on 8th April 2025 and were signed on its behalf by:
D M O’Connor	
M Cunningham 
Director	
Director
Company number 02709505
Churchill China plc Annual Report for the year ended 31 December 2024    45

Company Statement of Financial Position
as at 31 December 2024
Note
2024
£’000
2023
£’000
Fixed assets
Intangible assets
12
399
531
Investments
13
7,032
7,008
7,431
7,539
Current assets
Debtors: non-current
15
487
1,951
Debtors: current
15
860
307
Cash at bank and in hand
79
362
1,426
2,620
Total assets
8,857
10,159
Creditors: amounts falling due within one year
Creditors
16
(32)
(71)
Net assets
8,825
10,088
Equity attributable to owners of the Company
Called up share capital
20
1,103
1,103
Share premium account
20
2,348
2,348
Treasury shares
21
(431)
(431)
Other reserves
–
198
Retained earnings
5,805
6,870
Total equity
8,825
10,088
The notes on pages 51 to 71 are an integral part of these financial statements.
The financial statements on pages 43 to 71 were approved by the Board of Directors on 8th April 2025 and were signed on its behalf by:
D M O’Connor	
M Cunningham	
 
Director	
Director
The Company has elected to take the exemption under section 408 of the Companies Act 2006 not to present the Company profit and loss account. 
The profit of the Company for the year was £2,949,197 (2023: £3,311,000).
46    Churchill China plc Annual Report for the year ended 31 December 2024

Consolidated Statement of Changes in Equity
for the year ended 31 December 2024
Note
Retained 
earnings
£’000
Issued share 
capital
£’000
Share 
premium 
account
£’000
Treasury 
shares
£’000
Other
reserves
£’000
Total equity
£’000
Balance at 1 January 2023
52,284
1,103
2,348
(431)
1,344
56,648
Comprehensive Income/(expense):
Profit for the year
7,717
–
–
–
–
7,717
Other comprehensive
income/(expense):
Depreciation transfer – gross
12
–
–
–
(12)
–
Depreciation transfer – tax
(3)
–
–
–
3
–
Re-measurement of post-employment 
benefit obligations – net of tax
(900)
–
–
–
–
(900)
Currency translation
–
–
–
–
(25)
(25)
Total comprehensive income
6,826
–
–
–
(34)
6,792
Transactions with owners
Dividends 
10
(3,519)
–
–
–
–
(3,519)
Share based payment
20
–
–
–
–
53
53
Deferred tax – share based payments
18
(33)
–
–
–
–
(33)
Total transactions with owners
(3,552)
–
–
–
53
(3,499)
Balance at 31 December 2023
55,558
1,103
2,348
(431)
1,363
59,941
Comprehensive Income/(expense):
Profit for the year
6,365
–
–
–
–
6,365
Other comprehensive
income/(expense):
Depreciation transfer – gross
12
–
–
–
(12)
–
Depreciation transfer – tax
(3)
–
–
–
3
–
Re-measurement of post-employment 
benefit obligations – net of tax
(835)
–
–
–
–
(835)
Currency translation
–
–
–
–
4
4
Total comprehensive income
5,539
–
–
–
(5)
5,534
Transactions with owners
Dividends 
10
(4,014)
–
–
–
–
(4,014)
Share based payment
20
–
–
–
–
(198)
(198)
Total transactions with owners
(4,014)
–
–
–
(198)
(4,212)
Balance at 31 December 2024
57,083
1,103
2,348
(431)
1,160
61,263
Other Reserves
Included within other reserves are the revaluation, currency reserve and share based payment reserves.
Churchill China plc Annual Report for the year ended 31 December 2024    47

Company Statement of Changes in Equity
for the year ended 31 December 2024
Note
Retained 
earnings
£’000
Issued share 
capital
£’000
Share 
premium 
account
£’000
Treasury 
shares
£’000
Other
reserves
£’000
Total 
equity
£’000
Balance at 1 January 2023
7,111
1,103
2,348
(431)
145
10,276
Comprehensive income:
Profit for the year
3,311
–
–
–
–
3,311
Total comprehensive income
3,311
–
–
–
–
3,311
Transactions with owners
Dividends relating to 2023
10
(3,519)
–
–
–
–
(3,519)
Share based payment
20
–
–
–
–
53
53
Deferred tax – share based payments
18
(33)
–
–
–
–
(33)
Total transactions with owners
(3,552)
–
–
–
53
(3,499)
Balance at 31 December 2023
6,870
1,103
2,348
(431)
198
10,088
Comprehensive income:
Profit for the year
2,949
–
–
–
–
2,949
Total comprehensive income
2,949
–
–
–
–
2,949
Transactions with owners
Dividends relating to 2024
10
(4,014)
–
–
–
–
(4,014)
Share based payment
20
–
–
–
–
(198)
(198)
Total transactions with owners
(4,014)
(198)
(4,212)
Balance at 31 December 2024
5,805
1,103
2,348
(431)
–
8,825
Other Reserves
Included within other reserves are the revaluation, currency and share based payment reserves.
48    Churchill China plc Annual Report for the year ended 31 December 2024

Consolidated Statement of Cash Flows
for the year ended 31 December 2024
2024
£’000
2023
£’000
Cash flows from operating activities
Cash generated from operations 
5,085
8,321
Interest received
227
229
Interest paid
(90)
(75)
Income taxes paid
(1,574)
–
Net cash generated from operating activities
3,648
8,475
Cash flows from investing activities
Purchases of property, plant and equipment
(3,003)
(5,334)
Proceeds on disposal of property, plant and equipment
39
54
Purchases of intangible assets
(135)
(73)
Repayment of other financial assets
–
5,057
Net cash used in investing activities
(3,099)
(296)
Cash flows from financing activities
Dividends paid
(4,014)
(3,519)
Principal elements of leases
(368)
(330)
Net cash generated used in financing activities
(4,382)
(3,849)
Net (decrease)/increase in cash and cash equivalents
(3,833)
4,330
Cash and cash equivalents at the beginning of the year
13,933
9,604
Effects of exchange rate changes on cash and cash equivalents
–
(1)
Cash and cash equivalents at the end of the year
10,100
13,933
Churchill China plc Annual Report for the year ended 31 December 2024    49

Reconciliation of Operating Profit to Net Cash
Inflow from Operating Activities
for the year ended 31 December 2024
2024
£’000
2023
£’000
Continuing operating activities
Operating profit 
7,995
10,252
Adjustments for:
Depreciation and amortisation
3,666
3,510
Gain on disposal of property, plant and equipment
(13)
(16)
(Reversal) / charge for share-based payments
(198)
53
Defined benefit pension cash contribution (see note 19)
(1,167)
(1,750)
Pension administrative costs
94
–
Changes in working capital:
Inventory
(1,422)
(6,007)
Trade and other receivables
(1,150)
2,346
Trade and other payables
(2,720)
(67)
Net cash inflow from operations
5,085
8,321
50    Churchill China plc Annual Report for the year ended 31 December 2024

Notes to the Financial Statements
for the year ended 31 December 2024
1.	 Summary of significant accounting policies
Churchill China plc is a public company limited by shares that is incorporated and domiciled in the United Kingdom. The address of its registered 
office is No.1 Marlborough Way, Tunstall, Stoke-on-Trent, Staffordshire, ST6 5NZ, England. The Company’s ordinary shares are publicly traded on 
AIM and it is not under the control of any single shareholder.
Group significant accounting policies
Basis of Preparation
The consolidated financial statements of Churchill China plc have been prepared in accordance with UK-adopted International Accounting 
Standards and with the requirements of the Companies Act 2006 as applicable to companies reporting under those standards.
The consolidated financial statements have been prepared under the historical cost convention, financial assets and financial liabilities 
(including derivative instruments) at fair value through profit or loss and defined benefit pension plan measured at fair value.
The preparation of financial statements in conformity with IFRS requires the use of certain key sources of estimation uncertainty. It also requires 
management to exercise its judgement in the process of applying the Group’s accounting policies. The areas involving a higher degree of 
judgement or complexity, or areas where assumptions and estimates are significant to the consolidated financial statements are disclosed in 
note 1.
The principal accounting policies applied in the preparation of these consolidated financial statements are set out below. These policies have 
been consistently applied to all the years presented, unless otherwise stated.
Going concern
The Board confirms that, having made enquiries, the Directors have a reasonable expectation that the Group and the Company have 
adequate resources to continue in operational existence for the foreseeable future. For this reason they continue to adopt the going concern 
basis in the preparation of the financial statements.
The Board has considered alternative scenarios in relation to the effect of loss of revenues. This review has included consideration of the impact 
of different levels of reduction in revenue, different periods of effect, alternative operational responses and cost reduction plans, the high level of 
cash and deposits held by the Group and additional available financing. 
These reviews indicate that it is reasonable for the business to expect to continue in operational existence for at least the next twelve months.
New standards and interpretations not yet adopted 
There are no other IFRSs or IFRIC interpretations that are not yet effective that would be expected to have a material impact on the Group.
Basis of consolidation
The consolidated financial statements of Churchill China plc include the results of the Company and its subsidiaries.
The financial statements of each undertaking in the Group are prepared to the balance sheet date under FRS 101. Subsidiary accounting 
policies are amended, where necessary, to ensure consistency with the Group accounting policies under IFRS. 
Subsidiaries 
Subsidiaries are all entities over which the Group has the power to govern the financial and operating policies generally accompanying a 
shareholding of more than one half of the voting rights. The existence and effect of potential voting rights that are currently exercisable or 
convertible are considered when assessing whether the Group controls another entity. Subsidiaries are fully consolidated from the date on which 
control is transferred to the Group. They are de-consolidated from the date that control ceases. 
The acquisition method of accounting is used to account for the purchase of subsidiaries by the Group. The cost of an acquisition is measured as 
the fair value of the assets given, equity instruments issued and liabilities incurred or assumed at the date of exchange. Acquisition related costs 
are expensed as incurred. Identifiable assets acquired and liabilities and contingent liabilities assumed in a business combination are measured 
initially at their fair values at the acquisition date, irrespective of the extent of any minority interest. The excess of the cost of acquisition over the 
fair value of the Group’s share of the identifiable net assets acquired is recorded as goodwill. If the cost of acquisition is less than the fair value of 
the net assets of the subsidiary acquired, the difference is recognised directly in the income statement. 
Inter-company transactions, balances and unrealised gains on transactions between Group companies are eliminated.
Segment reporting
Segmental information is reported in a way consistent with the internal reporting provided to the chief operating decision maker. The chief 
operating decision maker, who is responsible for allocating resources and assessing performance of the operating segments has been identified 
as the Board of Churchill China plc. Income arising directly from a business segment is identified to that segment. Transactions between 
reportable segments are at arm’s length.
Revenue
The group manufactures and sells a range of ceramic tableware and raw materials to the ceramics industry. Revenue and a corresponding 
receivable are recognised when title and control of the products has transferred, since at this point in time the consideration is unconditional 
because only the passage of time is required before payment is due. Sales of ceramic tableware are made on an ex works basis, with revenue 
being recognised at the point of despatch. Sales of raw materials are made on a delivered basis, with revenue recognised following delivery to 
the relevant customer site.
Products are sometimes sold with retrospective volume discounts based on aggregate sales over a 12 month period. Revenue from these sales 
is recognised based on the price specified in the contract, net of the estimated volume discounts percentage contractually agreed. Actual 
experience is used to estimate and provide for the discounts, using the expected value method, and revenue is only recognised to the extent 
that it is highly probable that a significant reversal will not occur. No significant element of financing is deemed present, because the sales are 
made with a standard credit term, consistent with market practice. The group’s obligation to replace faulty products under the quality and edge 
chip warranty terms is recognised in other creditors.
Churchill China plc Annual Report for the year ended 31 December 2024    51

1.	 Summary of significant accounting policies continued
Interest income is recognised on a time basis by reference to the principal outstanding and at the effective interest rate applicable.
Dividend income is recognised when the Company’s right to receive payment has been established.
Leases
New leases are reviewed and classified in accordance with IFRS 16 based on their length and value. Right of use assets are recognised within 
Property, Plant and Equipment. Current lease liabilities are recognised in trade and other payables and non-current lease liabilities are presented 
on a separate line on the statement of financial position as there are no other non-current trade and other payables.
Operating profit and exceptional items
Operating profit is stated both before and after the effect of exceptional items but before the Group’s finance income, and costs and taxation.
The Group has adopted an income statement format which seeks to highlight significant items within the Group results for the period. Such items 
are considered by the Directors to be exceptional in size and nature rather than being representative of the underlying trading of the Group, 
and may include such items as restructuring costs, non-trading related income, material impairments of non-current assets, material profits and 
losses on the disposal of assets, material increases or reductions in pension scheme charges and material increases or decreases in taxation 
costs as a result of changes in legislation. The Directors apply judgement in assessing the particular items, which by virtue of their size and nature 
are separately disclosed in the income statement and notes to the financial statements as ‘Exceptional items’. The Directors believe that the 
separate disclosure of these items is relevant in understanding the Group’s financial performance.
Dividends
Dividends to the Company’s shareholders are recognised as a liability in the Group’s financial statements in the period in which the dividends are 
paid, following approval by the Company’s shareholders.
Interest received/paid
Interest received and paid is treated in the statement of cash flows as a cash flow from operating activities as this reflects the nature of the 
Group’s business.
Retirement benefit costs
The Group operates a defined benefit pension scheme and defined contribution pension schemes. 
The defined benefit scheme is valued every three years by a professionally qualified independent Actuary. In intervening years, the Actuary 
reviews the continuing appropriateness of the valuation. Scheme liabilities are measured using the projected unit method and the amount 
recognised in the statement of financial position is the present value of these liabilities at the balance sheet date. The discount rate used 
to calculate the present value of liabilities is the interest rate attaching to high quality corporate bonds. The assets of the scheme are held 
separately from those of the Group and are measured at fair value. The net obligation/asset presented in the statement of financial position 
is calculated on an actuarial basis at the reporting date. An asset position is recognised where the assets of scheme exceed the present 
value of the liabilities, if in accordance with the scheme rules and accounting standards, the Group believes any surplus recognised would be 
recoverable. The accrual of further benefits under the scheme ceased on 31 March 2006.
The regular service cost of providing retirement benefits to employees during the year, together with the cost of any benefits relating to past 
service and any benefits arising from curtailments, is charged or credited to operating profit in the year. These costs are included within staff costs.
A net interest income or cost on defined benefit plans is included within finance income or cost, based on the discount rate on the net post-
employment obligation measured at the beginning of the year. The difference between the market value of assets and the present value of 
accrued pension liabilities is shown as an asset or liability in the statement of financial position. 
Remeasurements of post-employment benefit obligations are recognised in the statement of comprehensive income in the year, together with 
differences arising from changes in actuarial assumptions.
Costs associated with defined contribution schemes represent contributions payable by the Group during the year and are charged to the 
income statement as they fall due. 
Share based payments
Where equity settled share options have been issued to employees, the fair value of options at the date of grant is charged to the Income 
Statement over the period over which the options are expected to vest. The number of ordinary shares expected to vest at each balance sheet 
date are adjusted to reflect non market vesting conditions such that the total charge recognised over the vesting period reflects the number 
of options that ultimately vest. Market vesting conditions are reflected within the fair value of the options granted. If the terms and conditions 
attaching to options are amended before the options vest, any change in the fair value of the options is charged to the Income Statement over 
the remaining period to the vesting date.
National insurance contributions payable by the Company in relation to unapproved share option schemes are provided for on the difference 
between the share price at the balance sheet date and the exercise price of the option where the share price is higher than the exercise price. 
Foreign currencies
The individual financial statements of each Group company are presented in the currency of the primary economic environment in which the 
company operates (its functional currency). For the purpose of the consolidated financial statements, the results of each entity are expressed in 
sterling, which is the functional currency of the Group and is the presentation currency for the consolidated financial statements.
For the purpose of presenting consolidated financial statements, the assets and liabilities of the Group’s foreign operations are translated at 
exchange rates prevailing on the balance sheet date. Income and expense items are translated at average exchange rates for the period. 
Exchange differences arising, if any, are accounted for in other comprehensive income.
In order to manage its exposure to certain foreign exchange risks, the Group enters into forward currency contracts (see ‘Derivative financial 
instruments’ below).
Notes to the Financial Statements
continued
52    Churchill China plc Annual Report for the year ended 31 December 2024

1.	 Summary of significant accounting policies continued
Derivative financial instruments
The Group’s operations expose it to the financial risks of changes in exchange rates. The Group uses forward currency contracts to mitigate 
this exposure. The Group does not use derivative financial instruments for speculative purposes. Changes in the fair value of derivative financial 
instruments are recognised immediately in the income statement as soon as they arise. Contracts are initially recognised at fair value, gains and 
losses on all derivatives held at fair value outstanding at a balance sheet date are recognised in the income statement.
Hedge accounting is not considered to be appropriate to the above currency risk management techniques and has not been applied.
Taxation
Income tax expense represents the sum of the current tax and deferred tax.
Current tax is based on the taxable profit for the year. The Group’s liability for current tax is calculated using tax rates that have been enacted or 
substantively enacted by the balance sheet date.
Deferred income tax is provided in full, using the liability method, on temporary differences arising between the tax bases of assets and liabilities 
and their carrying amounts in the consolidated financial statements. However, deferred income tax is not accounted for, if it arises from the 
initial recognition of an asset or liability in a transaction other than a business combination that at the time of the transaction there is no effect 
on either accounting or taxable profit or loss. The Group’s liability for deferred tax is calculated using tax rates that have been enacted or 
substantively enacted by the balance sheet date or are expected to apply when the related deferred income tax asset is realised or deferred 
income tax liability is settled.
Deferred income tax assets are recognised to the extent that it is probable that future taxable profit will be available against which the 
temporary differences can be utilised.
Deferred tax assets and liabilities may be set off against each other provided there is a legal right to do so and it is managements’ intention to 
do so.
Property, plant and equipment
Property, plant and equipment is shown at cost, net of accumulated depreciation, as adjusted for the revaluation of certain land and buildings.
Depreciation is calculated so as to write off the cost, less any provision for impairment, of plant, property and equipment, less their estimated 
residual values over the expected useful economic lives of the assets concerned. The principal annual rates used for this purpose are:
%
Freehold buildings
2 on cost
Plant and machinery
10–25 on cost
Motor vehicles
25 on reducing net book value
Fixtures and fittings
25–33 on cost
Freehold land and assets in the course of construction is not depreciated. 
Right of use assets are depreciated on a straight line basis over the remaining life of the lease in accordance with IFRS 16.
The assets residual values and useful lives are reviewed, and adjusted if appropriate, at each balance sheet date. An asset’s carrying amount is 
written down immediately to its recoverable amount if the asset’s carrying amount is greater than its estimated recoverable amount.
Intangible assets
Intangible assets, which comprise computer software, are shown at cost net of accumulated amortisation. Amortisation is calculated so as to 
write off the cost, less any provision for impairment, of intangible assets, less their estimated residual values over the expected useful economic 
lives of the assets concerned. The principal annual rate used for this purpose is:
%
Computer software
33 on cost
Trademarks acquired
10–20 on cost
Neither the Group nor the Company holds any goodwill.
Impairment of non-financial assets
At each reporting date the Directors assess whether there is any indication that an asset may be impaired. If any such indicator exists, the Group 
tests for impairment by estimating the recoverable amount of the asset. If the recoverable amount is less than the carrying value of an asset an 
impairment loss is required. In addition to this, assets with indefinite lives are tested for impairment at least annually. The recoverable amount is 
measured as the higher of net realisable value or value in use. Non-financial assets other than goodwill that have suffered an impairment are 
reviewed for possible reversal of the impairment at each reporting date.
Churchill China plc Annual Report for the year ended 31 December 2024    53

Notes to the Financial Statements
continued
1.	 Summary of significant accounting policies continued
Inventories
Inventories are stated at the lower of cost and net realisable value. Cost is determined on a first in first out basis and includes, where appropriate, 
direct materials, direct labour, overheads incurred in bringing inventories to their present location and condition, and transport and handling 
costs. Net realisable value is the estimated selling cost less all further costs to sell. Provision is made where necessary for obsolete, slow moving 
and defective inventories.
Trade receivables
Trade receivables are recognised initially at fair value and subsequently measured at amortised cost using the effective interest method, less 
provision for impairment.  A large proportion of the Group’s outstanding Trade Receivables are covered by credit insurance, however where this 
is not in place the Group applies the IFRS 9 expected credit loss model when reviewing the provision against Trade Receivables. Industry and 
sector information is reviewed to ensure any factors that would affect the future ability of these receivables to be collected is recognised.
Other financial assets
Other receivables are non-derivative financial assets with fixed or determinable payments that are not quoted in an active market. They are 
included in current assets, except for maturities greater than twelve months after the end of the reporting period. These are classified as non-
current assets.
Cash and cash equivalents
Cash and cash equivalents includes cash in hand, deposits held on call with banks, other short term highly liquid investments with original 
maturities of three months or less, and bank overdrafts. Cash and cash equivalents are as defined under IAS 7.
Provisions
Provisions are recognised when (i) the Group has a present legal or constructive obligation as a result of past events, (ii) it is probable that an 
outflow of resources will be required to settle the obligation and (iii) the amount has been reliably estimated. The Directors estimate the amount 
of provisions required to settle any obligation at the balance sheet date. Provisions are discounted to their present value where the effect would 
be material. 
Financial risk management
Financial risk factors
The Group’s activities expose it to a variety of financial risks; market risk (including currency risk, fair value interest rate risk, cash flow interest 
rate risk), credit risk, price risk and liquidity risk. The Group’s overall risk management programme focuses on the unpredictability of financial 
markets and seeks to minimise potential adverse effects on the Group’s financial performance. The Group uses derivative financial instruments to 
manage certain risk exposures.
Financial risk management is carried out by the finance department under policies approved by the Board of Directors.
(a) Market risk
(i) Currency risk
The Group operates internationally and is exposed to foreign exchange risk arising from various currency exposures, primarily in relation to the US 
dollar and Euro. Foreign exchange risk arises from future commercial transactions, recognised assets and liabilities and net investments in foreign 
operations. Details of the year end receivables in their respective currency can be found in note 15.
The Group’s treasury risk management policy is to secure all of the contractually certain cash flows (mainly export sales and the purchase 
of inventory) and to review likely forward exposures in each major currency. Contractual certainty is considered to be where the Group has 
received a firm sales order or placed a firm purchase order.
At 31 December 2024, if Sterling had weakened by 5% against the US dollar with all other variables held constant, post-tax profit for the year 
would have been £234,000 (2023: £303,000) higher, mainly as a result of foreign exchange gains on translation of US dollar denominated trade 
receivables, payables and cash balances. Equity would have been a further £26,000 (2023: £25,000) higher mainly as a result of differences 
in the translation of US dollar investments in subsidiary undertakings. If Sterling had weakened by 5% against the Euro with all other variables 
held constant, post tax profit for the year would have been £812,000 (2023: £937,000) higher, mainly as a result of foreign exchange gains on 
translation of Euro denominated trade receivables and cash balances. There would have been no substantial other changes in Equity. 
(ii) Cash flow and fair value interest rate risk
The Group holds significant interest bearing assets and its finance income and operating cash flows are linked to changes in market interest 
rates. The Group has no significant short or long term borrowings.
The Group identifies cash balances in excess of short and medium term working capital requirements (see liquidity risk) and invests these 
balances in short and medium term money market deposits.
At 31 December 2024, had the interest rates achieved been 5% higher with all other variables held constant then post tax profit for the year 
would have been £11,000 (2023: £9,000 higher). Other components of equity would have been unchanged.
54    Churchill China plc Annual Report for the year ended 31 December 2024

1.	 Summary of significant accounting policies continued
(b) Credit risk
Credit risk is managed on a Group basis. Credit risk arises from cash and cash equivalents, other financial assets and credit exposures including 
outstanding trade receivables and committed transactions. 
Cash and cash equivalents are as follows:
2024 
£’000
2023 
£’000
A1/A+ institutions
10,100
13,933
Other financial assets are as follows:
Risk attached to the receipt of UK trade receivables is largely controlled through the assessment of the credit quality of each customer, taking 
into account its financial position, past experience and third party credit information. Risks attaching to export trade receivables are controlled 
through the use of export credit insurance and confirmed letters of credit. Where these cannot be obtained the credit control department 
assesses the credit quality of the customer, taking into account its financial position, past experience and other factors.
The Group manages its debtor position and considers it is in a position of having limited credit risk (see note 15).
(c) Price risk 
As explained in the Strategic report, the Group results are affected by changes in market prices. The risk attached to this is managed by close 
relationships with suppliers and ongoing product development.
(d) Liquidity risk 
Prudent liquidity risk management implies maintaining sufficient cash and available funding through committed credit facilities. Liquidity risk is 
managed on a Group basis with expected cash flows being monitored against current cash and cash equivalents and committed borrowing 
facilities.
The Group has no long term borrowing and funds its operations from its own cash reserves and the Directors do not consider there to be 
significant liquidity risk. All liabilities are generally due within 3 months with the exception of lease liabilities for which the maturity profile is set out 
in note 22.
Capital risk management
The Group’s objectives when managing capital are to safeguard the Group’s ability to continue as a going concern, to provide finance for the 
long term development of the business and to generate returns for shareholders and benefits for other stakeholders in the business.
In order to maintain or adjust the capital structure, the Group may adjust the amount of dividends paid to shareholders, return capital to 
shareholders, issue new shares or sell assets to reduce debt.
The Group currently has no external debt.
Fair value estimation
The carrying value of trade and other receivables and trade and other payables are assumed to approximate their fair values.
Key sources of estimation uncertainty
Estimates and judgements are continually evaluated and are based on historical experience and other factors, including expectations of future 
events that are believed to be reasonable under the circumstances.
The Group makes estimates and assumptions concerning the future. The resulting accounting estimates will, by definition, seldom equal the 
related actual results. The estimates and assumptions that have a significant risk of causing a material adjustment to the carrying amount of 
assets and liabilities are discussed below.
(a) Net realisable value of excess inventories (estimate):
The Group identifies inventory where it is believed that the quantity held is in excess of that which may be realised at normal price levels. The 
realisable value of this inventory is assessed taking into account the estimated sales price less further costs to sell. If the net realisable value of 
excess inventories were to be 10% higher than management’s estimates the value of this provision would reduce by £371,000 (2023: £358,000). If 
the net realisable value of excess inventories were to be 10% lower than management’s estimates the value of this provision would increase by 
£371,000 (2023: £379,000).
(b) Pension benefits assumptions (estimate):
The present value depends on several factors on an actuarial basis using a number of assumptions. The assumptions used in determining the net 
cost of income for pensions include the discount rate. Any changes in these assumptions will impact the carrying amount of pension obligations. 
The Group determines the appropriate discount rate at the end of each year. This is the interest rate that should be used to determine the 
present value of estimated future cash outflows expected to be required to settle the pension obligations. In determining the appropriate 
discount rate the Group considers the interest rates of high quality corporate bonds that are denominated in the currency in which the benefits 
will be paid, and that have terms to maturity approximating the terms of the related pension liability.
Other key assumptions for pension obligations are based in part on current market conditions. Additional information is disclosed in note 19.
Churchill China plc Annual Report for the year ended 31 December 2024    55

Notes to the Financial Statements
continued
1.	 Summary of significant accounting policies continued
(c) Pension surplus (judgement):
The retirement benefit asset / obligations recognised on the statement of financial position represents the surplus or deficit in the Group’s defined 
benefit pension scheme calculated on an IAS 19 basis at the end of the reporting period. The Group has assessed the recoverability of any net 
asset arising from a surplus position as applicable under IFRIC 14. The Group considers that based on the Trust Deed and Scheme rules, that 
any surplus would be recoverable on cessation of the scheme.
It is not considered that any items meet the definition of a key source of estimation uncertainty for the Company.
Parent Company significant accounting policies
Basis of preparation
The Company financial statements are prepared in accordance with The Companies Act 2006 as applicable to companies using Financial 
Reporting Standard 101 ‘Reduced Disclosure Framework’. The financial statements have been prepared under the historical cost convention. 
The principal accounting policies applied in the preparation of the Company financial statements are set out below. These policies have been 
consistently applied to all the years presented, unless otherwise stated. 
Disclosure exemptions
The Company has adopted the disclosure exemptions covering the following standards as permissible by Financial Reporting Standard 101 
‘Reduced Disclosure Framework’:
(a)	 The requirements of paragraphs 45(b) and 46 to 52 of IFRS 2 Share-based Payment
(b)	 The requirements of IFRS 3 Business Combinations
(c)	 The requirements of paragraph 33(c) of IFRS 5 Non-current Assets Held for Sale and Discontinued Operations
(d)	 The requirements of IFRS 7 Financial Instruments: Disclosures
(e)	 The requirements of paragraphs 91 to 99 of IFRS 13 Fair Value Measurement
(f)	 The requirement in paragraph 38 of IAS 1 Presentation of Financial Statements to present comparative information
(g)	 The requirements of IAS 7 Statement of Cash Flows.
(h)	 The requirements of paragraphs 30 and 31 of IAS 8 Accounting Policies, Changes in Accounting Estimates and Errors. 
(i)	
The requirements of paragraphs 17 and 18A of IAS 24 Related Party Disclosures. 
(j)	
The requirements in IAS 24 Related Party Disclosures to disclose related party transactions entered into between two or more members of a 
group, provided that any subsidiary which is a party to the transaction is wholly owned by such a member.
Fixed asset investments
Fixed asset investments, comprising investment in subsidiaries are stated at cost less any provisions for impairment. 
Where an event has occurred that gives rise to doubt about the recovery of the carrying value, an impairment assessment is made. The 
impairment is calculated by comparing the investment’s carrying value to the recoverable amount as required by FRS 101.
Other
Policies in relation to dividends and share based payments are the same as the Group accounting policies.
There are no significant estimates or judgements relating to the parent company.
56    Churchill China plc Annual Report for the year ended 31 December 2024

2.	 Segmental Analysis
The Group reports to the Chief Operating Decision Maker, the Board, on two distinct segments of revenue. The Group’s reportable segments 
are as follows; Ceramics, the sale of ceramic tableware and complementary items and; Materials, the sale of materials for the production of 
ceramics, predominantly to the tableware industry.
2024
£’000
2023
£’000
Market segment – Revenue
Ceramics
71,097
74,159
Materials
13,059
14,687
84,156
88,846
Intra group revenue
(5,877)
(6,507)
78,279
82,339
2024
£’000
2023
£’000
Geographical segment – Revenue
United Kingdom
32,790
34,004
Rest of Europe
30,790
32,949
USA
7,232
8,399
Rest of the World
7,467
6,987
78,279
82,339
The profits of the business are allocated as follows:
Operating profit 
2024
£’000
2023
£’000
Ceramics
6,999
9,106
Materials
996
1,146
7,995
10,252
Unallocated items
2024
£’000
2023
£’000
Finance Income
631
611
Finance costs
(90)
(75)
Profit before income tax
8,536
10,788
Segmental Assets
2024
£’000
2023
£’000
Ceramics
69,791
71,491
Materials
9,322
9,059
79,113
80,550
Segmental Liabilities
2024
£’000
2023
£’000
Ceramics
15,601
18,305
Materials
2,249
2,304
17,850
20,609
Capital expenditure on tangible and intangibles assets was made as follows:
Ceramics £ 2,788,000 (2023: £5,013,000), Materials £ 350,000 (2023: £394,000).
Churchill China plc Annual Report for the year ended 31 December 2024    57

Notes to the Financial Statements
continued
3.	 Operating profit
2024
£’000
2023
£’000
(Income)/Expenses by nature
Changes in inventories of finished goods and work in progress
(1,857)
(6,464)
Raw materials used
8,371
9,580
Purchase of goods for resale
4,383
4,375
Employee benefit expense (note 5)
30,066
31,155
Other external charges 
26,123
30,001
Depreciation and amortisation charges
3,666
3,510
Profit on disposal of property, plant and equipment
(13)
(16)
Foreign exchange gain
(455)
(54)
Total cost of sales, distribution costs and administrative expenses
70,284
72,087
4.	 Average number of people employed
The average monthly number of persons (including Executive Directors) employed by the Group during the year was:
2024
Number
2023
Number
By activity
Production and warehousing
515
619
Sales and administration
208
217
723
836
The Company had no employees other than Directors (2023: none).
5.	 Employee benefit expense
2024
£’000
2023
£’000
Staff costs (for the employees shown in note 4)
Wages and salaries
26,296
27,332
Social security costs
2,939
2,865
Defined contribution pension cost (see note 19)
972
876
Other pension costs (see note 19)
57
29
Share options granted to directors and employees (see note 20)
(198)
53
30,066
31,155
Directors’ emoluments
The statutory disclosures for Directors’ emoluments, being the aggregate emoluments, the aggregate amount of gains made by Directors on 
the exercise of share options and the amount of money receivable by Directors under long term incentive plans in respect of qualifying services 
have been included within the Remuneration Report (page 30). In addition, statutory disclosures in respect of the number of Directors to whom 
retirement benefits are accruing is disclosed. There are no ‘non-directors’ that are considered to be key management personnel. 
Company
The Company did not make any payments to employees (2023: nil). Directors’ emoluments disclosed within the Remuneration Report include 
fees for services provided for the Company.
6.	 Finance income and costs
2024
£’000
2023
£’000
Interest income on cash and cash equivalents
227
229
Interest on defined benefit schemes (note 19)
404
382
Finance income
631
611
Interest on lease liabilities
(74)
(64)
Other interest
(16)
(11)
Finance costs
(90)
(75)
Net finance income/(costs)
541
536
58    Churchill China plc Annual Report for the year ended 31 December 2024

7.	 Auditors’ remuneration
2024
£’000
2023
£’000
During the year the Group obtained the following services from the Company’s auditors:
Fees payable to the Company’s auditors for the audit of the Company and consolidated financial statements 
(Company £6,000, 2023: £6,000)
318
290
Total fees payable to the Group’s auditors
318
290
8.	 Income tax expense
Group
2024
£’000
2023
£’000
Current tax – current year
1,679
1,507
Current tax – adjustment in respect of prior periods
9
128
Current tax
1,688
1,635
Deferred tax (note 18)
Current year
489
1,144
Current year – adjustment in respect of prior periods
(6)
292
Deferred tax
483
1,436
Income tax expense
2,171
3,071
The tax on the Group’s profit before tax differs from the theoretical amount that would arise using the weighted average tax rate applicable to 
profit of the consolidated entities as follows:
2024
£’000
2023
£’000
Profit before income tax
8,536
10,788
Tax calculated at domestic tax rates applicable to profits in the respective countries
2,134
2,535
Expenses not deductible for tax purposes
84
89
Income not subject to tax
(58)
–
Adjustment in respect of prior periods
3
420
Other
8
27
Tax charge
2,171
3,071
The weighted average tax rate for the year was 25% (2023: 23.5%). 
9.	 Earnings per ordinary share 
Basic earnings per ordinary share is based on the profit after income tax and on 10,997,835 (2023: 10,997,835) ordinary shares, being the weighted 
average number of ordinary shares in issue during the year.
2024
Pence per 
share 
2023
Pence per 
share
Basic earnings per share 
(Based on earnings £6,365,000 (2023: £7,717,000))
57.9
70.2
10.	Dividends
The dividends paid in the year were as follows:
Group and Company
Ordinary
2024
£’000
2023
£’000
Final dividend 2023 25.0p (2022: 21.0p) per 10p ordinary share
2,749
2,309
Interim 2024 11.5p (2023: 11.0p) per 10p ordinary share paid 
1,265
1,210
4,014
3,519
The Directors now recommend payment of the following dividend:
Ordinary dividend:
Final dividend 2024 26.5p (2023: 25.0p) per 10p ordinary share
2,914
2,749
Dividends on treasury shares held by the Company are waived.
Churchill China plc Annual Report for the year ended 31 December 2024    59

Notes to the Financial Statements
continued
11.	Property, plant and equipment
The Company has no property, plant and equipment (2023: none). Details of property, plant and equipment relating to the Group are as follows:
Group
Freehold 
land and 
buildings
£’000
Plant 
and 
machinery 
£’000
Motor 
vehicles
£’000
Fixtures and 
fittings
£’000
Total
£’000
At 1 January 2023
Cost 
18,927
40,996
806
2,674
63,403
Accumulated depreciation
(6,899)
(30,575)
(450)
(2,440)
(40,364)
Net book amount
12,028
10,421
356
234
23,039
Year ended 31 December 2023
Opening net book amount
12,028
10,421
356
234
23,039
Additions
465
4,535
222
112
5,334
Disposals
–
–
(37)
–
(37)
Depreciation charge
(423)
(2,556)
(140)
(132)
(3,251)
Closing net book amount
12,070
12,400
401
214
25,085
At 31 December 2023
Cost 
19,063
45,362
829
2,786
68,040
Accumulated depreciation
(6,993)
(32,962)
(428)
(2,572)
(42,955)
Net book amount
12,070
12,400
401
214
25,085
Year ended 31 December 2024
Opening net book amount
12,070
12,400
401
214
25,085
Additions
198
2,211
298
296
3,003
Disposals 
–
–
(26)
–
(26)
Depreciation charge
(428)
(2,694)
(226)
(136)
(3,484)
Closing net book amount
11,840
11,917
447
374
24,578
At 31 December 2024
Cost 
19,261
47,338
955
3,082
70,636
Accumulated depreciation
(7,421)
(35,421)
(508)
(2,708)
(46,058)
Net book amount
11,840
11,917
447
374
24,578
Net book value of right-of-use assets included within property, plant and equipment:
Note
At 31 December 2024
22
348
56
428
36
868
At 31 December 2023
22
487
100
341
46
974
Included within Property, Plant and Equipment is £ 2,151,000 classified as Plant and Machinery and £139,000 classified as Fixtures and Fittings 
(2023: £1,242,000 classified in Land and Buildings), which meet the classification of Assets In the Course of Construction.
60    Churchill China plc Annual Report for the year ended 31 December 2024

12.	Intangible assets
The Company holds intangible assets with a cost of £1,500,000 (2023: £1,500,000) and a net book value of £399,000 (2023: £531,000) in relation to 
Dudson trademarks. These are the only intangible assets the Company holds and it is the only individually material intangible asset to the group. 
The remaining weighted average amortisation period of the Dudson trademark is 4.2 years (2023: 4.8 years).
Details of intangible assets relating to the Group are as follows:
Group
Computer 
software
£’000
Trademarks
£’000
Total 
£’000
At 1 January 2023
Cost
1,351
1,500
2,851
Accumulated amortisation
(1,237)
(765)
(2,002)
Net book amount
114
735
849
Year ended 31 December 2023
Opening net book amount
114
735
849
Additions
73
–
73
Amortisation charge
(55)
(204)
(259)
Closing net book amount
132
531
663
At 31 December 2023
Cost
1,424
1,500
2,924
Accumulated amortisation
(1,292)
(969)
(2,261)
Net book amount
132
531
663
Year ended 31 December 2024
Opening net book amount
132
531
663
Additions	
135
–
135
Amortisation charge
(50)
(132)
(182)
Closing net book amount
217
399
616
At 31 December 2024
Cost
1,559
1,500
3,059
Accumulated amortisation
(1,342)
(1,101)
(2,443)
Net book amount
217
399
616
13.	Investments in subsidiaries 
Company
2024
£’000
2023
£’000
Cost
At 1 January 
7,440
7,440
Addition – Incorporation of subsidiary
24
–
At 31 December
7,464
7,440
Impairment
At 1 January and 31 December
(432)
(432)
Net book value
At 1 January
7,008
7,008
Addition – Incorporation of subsidiary
24
–
At 31 December
7,032
7,008
Churchill China plc Annual Report for the year ended 31 December 2024    61

Notes to the Financial Statements
continued
13.	Investments in subsidiaries continued
Interests in Group undertakings
Interests in Group undertakings comprise the cost of investments in subsidiary undertakings. The principal operating subsidiaries of the Group are 
as follows:
Name of company 
Country of incorporation
Description of 
shares held
Proportion of nominal 
value of issued shares 
held and voting rights
Principal activity
Churchill China (UK) Limited*
England and Wales
Ordinary
100%
Manufacture and sale 
of ceramic and related 
products
Furlong Mills Ltd*
England and Wales
Ordinary
100%
Manufacture and sales 
of raw material for the 
ceramics industry
Churchill China, Inc**
USA
Ordinary
100%
Sale of ceramic and 
related products
Churchill Ceramica Iberia, S.L.***
Spain
Ordinary
100%
Provision of sales and 
management services 
within the Group
Churchill China RM S.R.L.****
Romania
Ordinary
100%
Provision of management 
services
Churchill China (Deutschland) GmbH *****
Germany
Ordinary
100%
Provision of management 
services
Churchill Housewares Limited*
England and Wales
Ordinary 
100%
Dormant
Churchill Ceramics (UK) Ltd.*
England and Wales
Ordinary 
100%
Dormant
James Broadhurst & Sons Ltd.*
England and Wales
Ordinary 
100%
Dormant
Churchill Tableware Limited*
England and Wales
Ordinary 
100%
Dormant
Churchill Fine Bone China Holdings* Limited England and Wales
Ordinary 
100%
Dormant
Churchill Fine Bone China Limited*
England and Wales
Ordinary 
100%
Dormant
Elizabethan Fine Bone China Limited*
England and Wales
Ordinary 
100%
Dormant
Crown Clearance Limited*
England and Wales
Ordinary
100%
Dormant
The Directors believe the carrying value of subsidiaries is supported by their recoverable amounts. All subsidiaries are directly held with exception 
of Churchill Tableware Limited, Churchill Fine Bone China Limited and Elizabethan Fine Bone China Limited.
The consolidated financial statements include the results of each of the subsidiaries listed in the table above. Churchill China (UK) Limited and 
Furlong Mills Ltd have taken an exemption from audit for the year ended 31 December 2024 by virtue of s479A of the Companies Act 2006. In 
order to allow these subsidiaries to take the audit exemption, Churchill China plc has provided a guarantee to these subsidiaries, in accordance 
with s479C of the Companies Act 2006. This guarantees that Churchill China plc will support these subsidiaries in full going forward, will not recall 
any loans and will provide financial support should it be required. 
* Registered address: No.1, Marlborough Way, Tunstall, Stoke on Trent, ST6 5NZ, United Kingdom
** Registered address: 2043, Corporate Lane, Suite 115, Naperville, Illinois 60563. USA
*** Registered address: Ortega y Gasset, 22-24, Planta 3ª 28006 Madrid
****Registered address: 32 Dorobanti Way, 1st District, Bucharest, Romania
***** Registered address: Rankestraße 8, 10789 Berlin
14.	Inventories
The Company has no inventory (2023: none). 
Details of inventory relating to the Group are as follows:
2024
£’000
2023
£’000
Raw materials
2,741
3,176
Work in progress
3,533
3,183
Finished goods
17,044
15,537
23,318
21,896
The Directors do not consider there is a material difference between the carrying value and replacement cost of inventories. The potential 
impact of changes in the net realisable value of inventories is shown in note 1. 
The cost of inventories recognised as an expense and included in the income statements amounted to £ 49,479,000 (2023: £50,094,000). The 
movement in impairment provisions against the value of inventory in relation to slow moving and obsolete items during the year was an increase 
for the Group of £ 54,000 (2023: decrease of £156,000). 
62    Churchill China plc Annual Report for the year ended 31 December 2024

15.	Trade and other receivables
Group
Company
2024
£’000
2023
£’000
2024
£’000
2023
£’000
Trade receivables
11,343
10,712
–
–
Less: provision for impairment of trade receivables
(54)
(219)
–
–
Trade receivables – net
11,289
10,493
–
–
Prepayments and other debtors
902
543
–
–
Corporation tax
–
–
–
–
Receivables from group undertakings 
–
–
1,347
2,258
12,191
11,036
1,347
2,258
Less non-current portion: loans to group undertakings
–
–
(487)
(1,951)
Current portion
12,191
11,036
860
307
All non-current receivables are due within five years from the balance sheet date, are not interest bearing and are unsecured.
As of 31 December 2024, trade receivables of £9,692,000 (2023: £7,223,000) were fully performing.
As of 31 December 2024, trade receivables with a gross value of £358,000 (2023: £1,926,000) were impaired and provided for. The amount 
of provision for 31 December 2024 was £54,000 (2023: £219,000). The individually impaired receivables relate to customers which are in 
unexpectedly difficult economic conditions. It was assessed that a portion of the receivables is expected to be recovered. The ageing of these 
receivables is as follows:
2024
£’000
2023
£’000
Up to 3 months
350
1,894
3 to 6 months
8
25
Over 6 months
–
7
358
1,926
The Directors consider that the carrying value of trade and other receivables is approximate to their fair value.
Movements on the Group provision for impairment of trade receivables are as follows:
2024
£’000
2023
£’000
At 1 January 
219
326
(Decrease) in provision for receivables impairment
(150)
(107)
Written back during the year
(15)
–
At 31 December
54
219
The creation and release of provision for impaired receivables have been included in ‘other external charges’ in the income statement (note 3). 
Amounts charged to the allowance account are generally written off, when there is no expectation of recovering additional cash.
The carrying amounts of the Group’s trade and other receivables are denominated in the following currencies:
2024
£’000
2023
£’000
Pounds
7,065
6,897
Euros
3,545
3,113
US dollars
1,581
1,026
12,191
11,036
During the year the Group realised gains of £ 290,000 (2023: £56,000) on settled forward option contracts that have been recognised in the 
Income Statement and as at 31 December 2024 held foreign currency exchange contracts for the sale of Euros of £ 13,140,000 (2023: £9,786,000) 
and the sale of US dollars of £ 4,736,000 (2023: £3,068,000). These contracts are held at their fair value with a loss of £ 277,000 (2023: £63,000) 
recognised in relation to the contracts outstanding at the year end. 
Churchill China plc Annual Report for the year ended 31 December 2024    63

Notes to the Financial Statements
continued
15.	Trade and other receivables continued
Company
As of 31 December 2024, all Company trade receivables were fully performing. Amounts receivable are repayable in accordance with agreed 
terms. No interest is chargeable.
The carrying amounts of the Company’s receivables are denominated in the following currencies:
2024
£’000
2023
£’000
Pounds
1,191
2,112
US dollars
156
146
1,347
2,258
We have assessed amounts receivable from Group undertakings in accordance with the expected credit loss model prescribed by IFRS 9. The 
provision for impairment against these balances is considered to be immaterial.
16.	Trade and other payables
Group
Company
Note
2024
£’000
2023
£’000
2024
£’000
2023
£’000
Trade payables
2,605
2,658
–
–
Social security and other taxes
760
1,120
–
–
Accrued expenses
6,993
9,572
19
58
Lease liabilities
17
368
336
–
–
Corporation tax
782
669
–
–
Payable to group companies
–
–
13
13
11,508
14,355
32
71
All the above liabilities mature within twelve months from the year end.
17.	Lease liabilities
Group
2024
£’000
2023
£’000
Lease liabilities – current
368
336
Lease liabilities – non-current
550
677
918
1,013
Further analysis relating to the lease liabilities acquired is included in Note 22.
18.	Deferred income tax 
Deferred income tax assets and liabilities are offset when there is a legally enforceable right to offset current tax assets against current tax 
liabilities and when the deferred income taxes relate to the same fiscal authority. The offset amounts are as follows:
Group
2024
£’000
2023
£’000
Deferred tax assets:
– Deferred tax asset to be recovered after more than 12 months
–
4
– Deferred tax asset to be recovered within 12 months
131
78
131
82
Deferred tax liabilities:
– Deferred tax liabilities to be recovered after more than 12 months
(3,701)
(4,019)
– Deferred tax liabilities to be recovered within 12 months
(2,091)
(1,558)
(5,792)
(5,577)
Deferred tax liability
(5,661)
(5,495)
64    Churchill China plc Annual Report for the year ended 31 December 2024

18.	Deferred income tax continued
The net movement on the deferred income tax account is as follows:
2024
£’000
2023
£’000
At 1 January 
(5,495)
(4,326)
Income statement charge (note 8)
(483)
(1,151)
Tax debits / (credits) relating to components of comprehensive income
314
(50)
Tax (charged) / credited directly to equity
3
32
At 31 December 
(5,661)
(5,495)
The movement in deferred income tax assets and liabilities during the year, without taking into consideration the offsetting of balances within the 
same tax jurisdiction, is as follows:
Deferred tax liabilities
Accelerated 
tax 
depreciation
£’000
Land and 
building 
revaluation
£’000
Retirement 
Benefit
£’000
Other
£’000
Total
£’000
At 1 January 2023
2,427
271
1,731
29
4,458
Charged / (credited) to the income statement
889
(3)
533
–
1,419
Tax credits relating to components of comprehensive 
income
–
–
(300)
–
(300)
At 31 December 2023
3,316
268
1,964
29
5,577
Charged / (credited) to the income statement
160
3
369
–
532
Tax debits relating to components of equity
–
–
–
(3)
(3)
Tax credits relating to components of comprehensive 
income
–
–
(314)
–
(314)
At 31 December 2024
3,476
271
2,019
26
5,792
Deferred tax assets
Total
£’000
At 1 January 2023
132
Charged to the income statement
(18)
Tax charges relating to components of comprehensive income
(32)
At 31 December 2023
82
Charged to the income statement
49
At 31 December 2024
131
The deferred tax asset relates entirely to unrealised profit on stock from inter group sales. 
Deferred income tax of £3,000 (2023: £3,000) was transferred from other reserves to retained earnings. This represents deferred tax on the 
difference between the actual depreciation on buildings and the equivalent depreciation based on the historical cost of buildings.
Deferred income tax assets are recognised for tax losses carried forward to the extent that the realisation of the related tax benefit through the 
future taxable profits is probable. The Group has not recognised deferred income tax assets of £1,226,000 (2023: £1,147,000) in respect of capital 
losses amounting to £ 4,906,000 (2023: £4,587,000) that can be carried forward against future capital gains.
19.	Retirement benefit asset
2024
£’000
2023
£’000
Statement of financial position asset / (obligations)
Pension benefits
8,179
7,855
Income statement charge
Pension benefits
1,029
902
Administrative costs 
94
–
Finance costs
(404)
(382)
Churchill China plc Annual Report for the year ended 31 December 2024    65

Notes to the Financial Statements
continued
19.	Retirement benefit asset continued
The Group has operated four principal pension schemes during the year. The cost of these schemes is as follows; 
Scheme
2024
2023
Nature
Churchill Group Retirement Benefit 
Scheme
–
–
Final salary defined benefit plan. Closed to new entrants in 1999 and 
to which the accrual of future benefits ceased in 2006
Churchill China 2019 Pension Scheme
£933,000
£836,000
Defined contribution (Master Trust)
Furlong Mills Ltd. Pension Plan
£7,000
£7,000
Defined contribution plan
Furlong Mills Ltd. section of the Now 
Pension scheme
£32,000
£30,000
Defined contribution auto enrolment scheme
The assets of the schemes are held separately from those of the Group. The total pension cost for the Group was £1,029,000 (2023: £902,000). The 
balance of cost was incurred in respect of overseas and other pension arrangements.
At the year-end amounts due to pension funds in respect of Company contributions were £110,000 (2023: £13,000). 
No contributions have been made to the Churchill Group Retirement Benefit Scheme (‘the RBS’) in relation to current service since the date 
of cessation of the future accrual of benefits on 31 March 2006. A contribution of £ 1,167,000 (2023: £1,750,000) was made in respect of the 
amortisation of past service liabilities during the year.
The Board of Trustees of the Churchill RBS are responsible for the administration and governance of the scheme. The forward funding rate of the 
Scheme was agreed with the Scheme Trustees and Actuary following the completion of the 31 May 2023 triennial actuarial valuation in August 
2024. The Group has agreed to make the following payments in respect of the amortisation of past service deficits:
•	 £ nil per annum for the period from 1 September 2024 to 31 August 2026
•	 £1.75m per annum from 1 September 2026 to 30 June 2029.
Any deficit in the RBS is a liability of the Group as Scheme employer and the deficit amortisation payments aimed at removing this deficit may 
vary dependant on changes in the assumptions underlying the calculation of liabilities and actual experience. The Group takes into account 
the level of present and future payments into the RBS along with capital expenditure and other investments, when considering the allocation of 
available cash flow and setting dividend policy. 
The amounts recognised in the statement of financial position are determined as follows:
2024
£’000
2023*
£’000
Present value of funded obligations
(37,144)
(40,741)
Fair value of plan assets
45,323
48,596
Asset in statement of financial position
8,179
7,855
* The figures for 2023 in the table have been represented with no change to the net asset position. The present value of funded obligation and fair value of plan assets 
have both been increased by £701,000 to correct an error. 
The funding level of the RBS has improved substantially during the last two years as a result of an increase in discount rates applied to scheme 
liabilities following higher general interest rates. The scheme’s investment strategy has been adjusted to reflect revised market conditions.
The movement in the present value of defined benefit obligation over the year is as follows:
2024
£’000
2023
£’000
At 1 January
40,741
39,700
Interest cost
1,911
1,891
Administrative costs
94
–
Experience gains on liabilities
(19)
(533)
Re-measurements from change in demographic assumptions
(67)
441
Re-measurements from change in financial assumptions
(3,535)
1,467
Benefits paid
(1,981)
(2,225)
At 31 December
37,144
40,741
Included within net scheme liabilities is a liability of £682,000 (2023: £701,000) offset by a matching insurance policy asset of £682,000 (2023: 
£701,000) in respect of annuitised member benefits. 
66    Churchill China plc Annual Report for the year ended 31 December 2024

19.	Retirement benefit asset continued
The movement in the fair value of plan assets over the year is as follows:
2024
£’000
2023
£’000
At 1 January
48,596
46,624
Expected return on plan assets
2,315
2,273
Re-measurement of return on plan assets excluding amounts included in interest expense
(4,774)
174
Employer contributions
1,167
1,750
Benefits paid
(1,981)
(2,225)
At 31 December
45,323
48,596
Plan assets are comprised as follows:
2024
£’000
2023
£’000
Other investment funds
21,924
48%
12,746
26%
Debt investments
20,136
44%
34,295
71%
Cash and cash equivalents
2,581
6%
854
2%
Insurance policy asset
682
2%
701
1%
45,323
48,596
The expected return on plan assets under IAS 19 (revised) is calculated at the same rate used to discount scheme liabilities. Nil (2023: Nil) of plan 
assets are quoted. 
The amounts recognised in the income statement are as follows:
2024
£’000
2023
£’000
Interest cost on defined benefit plans 
(404)
(382)
Administrative costs
94
–
The actual return on plan assets was a loss of £ 2,459,000 (2023: £1,746,000).
Re-measurement loss of £ 1,153,000 (2023: gain of £701,000) gross of tax was recognised in the Statement of Other Comprehensive Income 
during the year. The cumulative amount of actuarial losses recognised in the Statement of Other Comprehensive Income is £11,091,000 
(2023: £9,938,000).
The principal actuarial assumptions used were as follows:
Pension benefits
2024 
% per annum
2023 
% per annum
Discount rate
5.6%
4.8%
Inflation rate	– RPI
3.3%
3.1%
	
– CPI
2.9%
2.7%
Duration used to set discount rates
12 years
14 years
Rate of increase of pensions in payment
2.8%
2.6%
Rate of increase of deferred pensions
2.9%
2.7%
Post retirement mortality assumptions 
111% (males) and 107% females 
of the standard tables S3PMA/
S3PFA_M, Year of birth, no age 
rating projected using CMI_2023 
converging to 1.25% p.a.
111% (males) and 107% females 
of the standard tables S3PMA/
S3PFA_M, Year of birth, no age 
rating projected using CMI_2022 
converging to 1.25% p.a. 
The average life expectancy in years of a pensioner retiring now at age 65 at the balance sheet date is as follows:
2024
Years
2023
Years
Male
20.6
20.7
Female
22.8
22.8
Churchill China plc Annual Report for the year ended 31 December 2024    67

Notes to the Financial Statements
continued
19.	Retirement benefit asset continued
The average life expectancy in years of a pensioner retiring at age 65, 20 years after the balance sheet date, is as follows:
2024
Years
2023
Years
Male
21.8
21.9
Female
24.3
24.3
Risks
Through its defined benefit pension plan, the Group is exposed to a number of risks, the most significant of which are detailed below:
Asset volatility
The plan liabilities are calculated using a discount rate set with reference to corporate bond yields; if plan assets underperform this yield, this will 
create a deficit. The plan holds an allocation of investments which are not solely corporate bonds and so volatility on the statement of financial 
position is expected in the short-term. 
The Group believes that due to the long-term nature of the plan liabilities and the strength of the supporting group, the current investment 
strategy is appropriate for the group’s long term strategy to manage the plans efficiently and to mitigate the impact of interest rate movements. 
The Trustees investment aim is to meet pension liabilities as they fall due.
Changes in bond yields which impact discount rate
A decrease in corporate bond yields will decrease the discount rate, which in turn will increase plan liabilities, although this will be partially offset 
by an increase in the value of the plan’s bond holdings. 
Inflation risk
The Group’s pension obligations are linked to inflation, and higher inflation will lead to higher liabilities (although, in most cases, caps on the level 
of inflationary increases are in place to protect the plan against extreme inflation). The plan’s bond holdings are index linked and provides some 
protection against this. 
Life expectancy
The plan’s obligations are to provide benefits for the life of the member, so increases in life expectancy will result in an increase in the plans’ 
liabilities. This is particularly significant where inflationary increases result in higher sensitivity to changes in life expectancy.
Other
The Virgin Media Limited v NTL Pension Trustees II Limited decision, handed down by the High Court on 16 June 2023 considered the implications 
of Section 37 of the Pension Schemes Act 1993. Section 37 of the Pension Schemes Act 1993 only allowed the rules of contracted-out schemes 
in respect to benefits, to be altered where certain requirements were met. Following an appeal on 25 July 2024, the Court of Appeal upheld 
the High Court’s decision, that the statutory actuarial confirmation was required, and without this, alterations to schemes were void. There is also 
potential for legislative intervention following industry lobbying efforts that may retrospectively validate certain rule amendments.
The Company and Trustees have carried out an initial review of the Scheme’s deeds. They are currently liaising with their advisers to consider next 
steps in light of the appeal. It is not possible at present for the Company or Trustees to estimate the potential impact, if any, on the Scheme.
Sensitivity
A sensitivity analysis has been carried out on effect of varying certain assumptions within the calculation of retirement benefit obligations.
The effect of a 0.5% increase in the discount rate to 6.1% would be to decrease scheme liabilities by £2,047,000 (5.5%).
The effect of a 0.25% increase in RPI inflation to 3.55% would increase scheme liabilities by £787,000 (2.1%).
The effect of a 1-year increase to life expectancy would increase scheme liabilities by £1,062,000 (2.9%).
The amount of net deficit on retirement benefit schemes is also dependant on the valuation and investment performance of scheme assets.
20.	Called up share capital and share premium account
Group and Company
Number 
of shares
‘000s
Ordinary 
shares
£’000
Share 
premium
£’000
At 1 January 2024 and 31 December 2024
11,030
1,103
2,348
The total authorised number of ordinary shares is 14,300,000 (2023: 14,300,000) with a par value of 10p (2023: 10p) per share. All issued shares are 
fully paid.
Share option schemes
The Long-Term Incentive Plan (LTIP) was introduced in May 2012. Options under this scheme are equity settled and are granted with a fixed 
exercise price at a discount to the market price of the share at the date of issue. Options vest after three years from the date of grant and expire 
ten years from the date of grant. Options granted will be exercisable on a pro rata basis based on performance against threshold, target and 
maximum performance levels. Performance targets are set at the date of each grant by the Remuneration Committee. Payment of the exercise 
price of options is received in cash. A charge to the Income Statement is made to reflect the fair value of options granted. Options have been 
valued using the Black Scholes option pricing model. No market-based performance conditions were used in the fair value calculations.
68    Churchill China plc Annual Report for the year ended 31 December 2024

20.	Called up share capital and share premium account continued
The fair value per option granted and the assumptions used in the calculation were as follows:
Long term incentive plan
Grant date
24 May 2024
21 June 2023
Share price at grant date
1,085p
1,375p
Exercise price
10p
10p
Number of employees
13
11
Shares under option 
133,645
94,011
Vesting period (years)
3
3
Expected volatility
38.0%
39.3%
Option life (years)
10
10
Expected life (years)
3
3
Risk free rate
4.3%
4.4%
Expected dividends expressed as a dividend yield
3.1%
2.2%
Fair value per option
861p
1,245p
The following options exercisable over ordinary shares were outstanding at 31 December 2024 under the Long Term Incentive Plan:
Number of shares
2024
2023
Exercise 
price
Date from 
which 
exercisable
Expiry date
June 2022 Grant
–
84,056
10p
June 2025
June 2032
June 2023 Grant
–
94,011
10p
June 2026
June 2033
May 2024 Grant
–
–
10p
May 2027
May 2034
–
178,067
Expected volatility is based on historical volatility over the last three years. The expected life is the average expected period to exercise. The risk-
free rate of return is the yield on zero coupon UK government bonds of a term consistent with the assumed option life. A reconciliation of option 
movements for the year to 31 December 2024 is set out below.
2024
Number
‘000
2024
Weighted 
average 
exercise
 price
2023
Number
‘000
2023
Weighted 
average 
exercise
 price
Outstanding at 1 January
178,067
10.0p
128,821
10.0p
Granted 
133,645
10.0p
94,011
10.0p
Lapsed
(311,712)
10.0p
(44,765)
10.0p
Outstanding at 31 December
–
10.0p
178,067
10.0p
Exercisable at 31 December
–
–
–
–
There were 133,645 share options granted during the year (2023: 94,011).
2024
Weighted 
average 
exercise 
price
2024
Number 
‘000
2024
Weighted 
average 
remaining 
life 
(expected)
2024
Weighted 
average 
remaining 
life 
(contractual)
2023
Weighted 
average 
exercise price
2023
Number 
‘000
2023
Weighted 
average 
remaining 
life 
(expected)
2023
Weighted 
average 
remaining 
life 
(contractual)
0 – 50p
–
–
–
–
10p
178,067
2.0
9.0
The weighted average price for options exercised in the year was nil (2023: nil). The total credit during the year for employee share-based 
payment plans was £ 232,000 (2023: charge of £53,000) before tax, which related to equity settled share based payment transactions. 
During the year, the Group reassessed the likelihood of meeting the performance conditions associated with the LTIP. Based on the latest 
performance assessment, it was determined that the performance condition will not be met and therefore none of the options granted to date 
will vest. Accordingly, the charge previously recognised has been reversed.
21.	Treasury shares
Group and Company
2024
£’000
2023
£’000
As at 1 January and 31 December
431
431
The Group currently holds 32,337 (2023: 32,337) shares in Treasury.
Churchill China plc Annual Report for the year ended 31 December 2024    69

Notes to the Financial Statements
continued
22.	Leases
The Group has recognised assets and financial commitments in respect of non-cancellable leases for Buildings, Plant and Machinery and Motor 
Vehicles as below:
2024
£’000
2023
£’000
Right of Use Assets – Net Book Value
Land and Buildings
348
487
Plant & Equipment
92
146
Motor Vehicles
428
341
868
974
The Group has recognised amounts in the Income Statement for Right of Use Assets included within Fixed Assets.
2024
£’000
2023
£’000
Depreciation charge on Right of Use Assets
Land and Buildings
140
139
Plant & Equipment
53
81
Motor Vehicles
185
114
378
334
Lease Liability
Land and 
Buildings
£’000
Plant & 
Equipment
£’000
Motor 
Vehicles
£’000
Total
£’000
Opening at 1 January 2023
317
179
234
730
Additions
318
73
223
614
Payments
(171)
(103)
(120)
(394)
Interest
45
9
10
64
At 31 December 2023
509
158
347
1,014
Additions
–
–
272
272
Payments
(172)
(67)
(203)
(442)
Interest
42
7
25
74
At 31 December 2024
379
98
441
918
The maturity of lease liabilities is as follows. The amounts disclosed in the table are the contractual undiscounted cash flows.
2024
£’000
2023
£’000
Within 1 year
413
387
Between 1 and 5 years
606
762
1,019
1,149
The total cash outflow for leases in the year was £442,000 (2023: £395,000).
70    Churchill China plc Annual Report for the year ended 31 December 2024

23. 	Capital commitments
Capital expenditure contracted for at the balance sheet date but not yet incurred is as follows:
Group
Company
2024
£’000
2023
£’000
2024
£’000
2023
£’000
Property, plant and equipment
348
1,179
–
–
348
1,179
–
–
24.	Related party transactions
All subsidiaries within the group are wholly owned and therefore the Group has taken the exemption from disclosing the related party 
transactions.
25.	Financial instruments by category
The accounting policies for financial instruments have been applied to the line items in the financial statements. All financial assets including 
cash and cash equivalents, other financial assets and trade and related party receivables are classified as amortised cost, with the exception of 
derivative financial instruments classified as fair value through profit and loss, in both 2024 and 2023, as disclosed in note 15. Derivative financial 
instruments disclosed in note 15 are classified as level 2 in the fair value hierarchy, given this is the fair value of financial instruments not traded in 
an active market and is determined using valuation techniques which maximise the use of observable market data and rely as little as possible 
on entity-specific estimates. All significant inputs required to fair value an instrument are observable and therefore the instrument is included in 
level 2.
All amounts shown in notes 16 and 17 are financial liabilities measured at amortised cost.
The carrying value and fair value of all financial instruments is considered to be materially consistent.
Churchill China plc Annual Report for the year ended 31 December 2024    71

Five-Year Financial Record
(unaudited)
2020
£’000
2021
£’000
2022
£’000
2023
£’000
2024
£’000
Revenue
36,362
60,839
82,528
82,339
78,279
Operating profit before exceptional item
922
6,122
9,142
10,252
7,995
Exceptional items
(757)
–
547
–
–
Operating profit
165
6,122
9,689
10,252
	
7,995
Net Finance (costs)/income
(74)
(159)
(88)
536
541
Profit before exceptional item and income tax
848
5,963
9,054
10,788
8,536
Exceptional items
(757)
–
547
–
–
Profit before income tax
91
5,963
9,601
10,788
8,536
Income tax (expense) / credit
22
(1,797)
(1,706)
(3,071)
(2,171)
Profit for the year
113
4,166
7,895
7,717
6,365
Dividends paid
–
739
3,062
3,519
4,014
Net assets employed
37,141
42,683
56,648
60,316
61,263
Ratios
Operating margin before exceptional items
2.5%
10.1%
11.1%
12.4%
10.2%
Earnings before exceptional items, interest, tax, depreciation and 
amortisation (£’000)
3,508
8,960
12,125
13,762
11,661
Basic earnings per share (p)
1.0
37.8
71.7
70.2
57.9
Adjusted basic earnings per share (p)
6.5
37.8
66.9
70.2
57.9
72    Churchill China plc Annual Report for the year ended 31 December 2024

The production of this report supports the work of the 
Woodland Trust, the UK’s leading woodland conservation 
charity. Each tree planted will grow into a vital carbon store, 
helping to reduce environmental impact as well as creating 
natural havens for wildlife and people.
Churchill China plc Annual Report for the year ended 31 December 2024    73

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