{"name":"SELLR LTD","company_number":"03895705","status":"Active","type":"Private Limited Company","incorporated":"1999-12-16","dissolved":null,"registered_office":"1 Queen Square, Bath, England, BA1 2HA","postcode":"BA1 2HA","sic_codes":[{"code":62012,"description":"Business and domestic software development"}],"principal_activity":"Business and domestic software development","previous_names":[{"name":"ROMANCART LIMITED","changed_on":"2022-02-07"},{"name":"ROMAN INTERACTIVE LIMITED","changed_on":"2008-06-17"}],"warnings":[],"accounts":{"category":"Total Exemption Full","year_end":"30 September","last_made_up_to":"2025-09-30","next_due":"2027-06-30"},"employees":{"count":2,"accounts_date":"2025-09-30"},"financials":[{"financial_date":"2025-09-30","net_assets":12599,"cash":124643,"average_employees":2},{"financial_date":"2024-09-30","net_assets":-79229,"cash":34048,"average_employees":4},{"financial_date":"2023-09-30","net_assets":-245178,"cash":246241},{"financial_date":"2022-09-30","net_assets":-232917,"cash":175460},{"financial_date":"2019-12-31","net_assets":52683,"cash":80773}],"officers":{"current":2,"resigned":5,"complete":true,"note":"Names and details of individual officers are on the People page (subscriber-only on this site) and free at Companies House."},"charges":{"total":0,"outstanding":0},"gazette_notices":[],"insolvency_outcome":null,"ai_summary":"SELLR LTD has undergone a significant transformation from a distressed independent e-commerce software provider (accumulating £245k in net liabilities by 2023) to a stabilised entity within the Huboo Technologies group, returning to positive net assets of £12.6k by 2025. The company operates in an increasingly challenging segment of the UK e-commerce enablement market, where consolidation and commoditisation are squeezing smaller independent players. Its future viability now depends less on standalone competitive positioning and more on the strategic value it delivers within the Huboo ecosystem — likely as an integrated commerce layer complementing Huboo's fulfilment services. The dramatic financial recovery, lean cost structure, and group backing are positive indicators, but the company's minimal equity buffer and intense competitive pressures mean it remains a niche player rather than an emerging leader.","website":"https://www.romancart.com","links":{"page":"https://www.companiesintheuk.co.uk/ltd/sellr-1","people":"https://www.companiesintheuk.co.uk/company/sellr-1/people","filing_history":"https://www.companiesintheuk.co.uk/company/sellr-1/filing-history","companies_house":"https://find-and-update.company-information.service.gov.uk/company/03895705","financials":"https://www.companiesintheuk.co.uk/company/sellr-1/financial","control":"https://www.companiesintheuk.co.uk/company/sellr-1/control","charges":"https://www.companiesintheuk.co.uk/company/sellr-1/charges","ai_analysis":"https://www.companiesintheuk.co.uk/company/sellr-1/analysis"},"source":"CompaniesInTheUK, from Companies House, The Gazette and other public registers (see /support/about). Cite as: CompaniesInTheUK, https://www.companiesintheuk.co.uk/ltd/sellr-1"}