Alpha Brand Holdco Limited

Dissolved 24 Mar 202611635011 Private limited company

Incorporated: 22 October 2018
Previously known as: Sdi Brands 11 Limited (until 16 March 2024)
Sdi (Retail Co 4) Limited (until 9 October 2023)
Industry: Dormant Company (99999)
Directors at dissolution: Adam Lee Moore
Alastair Peter Orford Dick
Owners at dissolution: Brands Holdings Limited
Accounts type: Dormant
Region: East Midlands
Address: Unit A
Brook Park East
Shirebrook
NG20 8RY

Officers 2 at dissolution

Officer details are public data from the Companies House register.

Director · Appointed 6 December 2024

Also at 1428 Corpstreet Bham (Freeholdco) Limited, Heaven Or Hell Limited, 3274 Fremlin Walk SC Maidstone (Freeholdco) Limited · more companies

British

Born August 1986 (40)

Dick, Alastair Peter Orford

Director · Appointed 14 March 2019

Also at 3940 Q SQ Corby (Freeholdco) Limited, Heaven Or Hell Limited, 0174 Quedgeley RP (Freeholdco) Limited · more companies

British

Born June 1983 (43)

Officer history (4 former)

6 December 2024

Appointed Moore, Adam Lee as Director

5 December 2024

Resigned Adegoke, Adedotun Ademola as Director

28 July 2022

Resigned Piper, Thomas James as Secretary

1 July 2019

Appointed Piper, Thomas James as Secretary

1 July 2019

Resigned Olsen, Cameron John as Secretary

14 March 2019

Appointed Dick, Alastair Peter Orford as Director

14 March 2019

Resigned Stockton, Rachel Isabel Lilian as Director

22 October 2018

Appointed Stockton, Rachel Isabel Lilian as Director

22 October 2018

Appointed Olsen, Cameron John as Secretary

22 October 2018

Appointed Adegoke, Adedotun Ademola as Director

Ownership 1 at dissolution

People and entities with significant control, from the Companies House PSC register

Brands Holdings Limited

Corporate entity · Notified 9 October 2023

Owns 75–100% of shares

Holds 75–100% of voting rights

Limited By Shares

Reg. no. 04087435

Former controllers (1)

9 October 2023

Ceased Sportsdirect.Com Retail Limited — Owns 75–100% of shares

Group structure 60 shown

Ownership group derived from the Companies House PSC register

Frasers Group PLC

2Care4 Limited Proposed for strike-offOwns 75–100% of shares

Aviation (Investco) Limited Owns 75–100% of shares

Brands Holdings Limited Owns 75–100% of shares

Activator Brands Limited Owns 75–100% of shares

Activator Products Limited Owns 75–100% of shares

Alpha Brand Holdco Limited This company DissolvedOwns 75–100% of shares

Amara Retail Limited Owns 75–100% of shares

Beta Brand Holdco Limited DissolvedOwns 75–100% of shares

Brands 001 Limited Owns 75–100% of shares

Brands Holdings Sponsorship Limited Owns 75–100% of shares

Campri Limited Owns 75–100% of shares

Charlie Brand Holdco Limited DissolvedOwns 75–100% of shares

Delta Brand Holdco Limited DissolvedOwns 75–100% of shares (as a firm)

Eladsnol Strops Limited Owns 75–100% of shares

FG Usa Trade Group Limited Owns 75–100% of shares (as a firm)

Firetrap Limited Owns 75–100% of shares

Gelert IP Limited Owns 75–100% of shares

Gelert Limited Owns 75–100% of shares

And 34 more

Coggles Luxury (Investco) Limited DissolvedOwns 75–100% of shares

FG (AF Holdings) Limited Owns 75–100% of shares

FGFS Holdco Limited Owns 75–100% of shares

Frasers Group Financial Services Limited Owns 75–100% of shares

Frasers Group Loyalty Services Limited Owns 75–100% of shares

Fitness Estates Limited Owns 75–100% of shares

0008 Mansfieldfit (Leaseco) Limited DissolvedOwns 75–100% of shares

0010 Rosemossleyfit (Leaseco) Limited DissolvedOwns 75–100% of shares

0015 Mansfieldfitness2 (Leaseco) Limited DissolvedOwns 75–100% of shares

0016 Bryanston St LDN Fit (Leaseco) Limited Owns 75–100% of shares

0018 (Propcoso) Limited Proposed for strike-offOwns 75–100% of shares

0019 (Propcoso) Limited Proposed for strike-offOwns 75–100% of shares

0020 (Propcoso) Limited Proposed for strike-offOwns 75–100% of shares

0023 Brombroughfit (Leaseco) Limited DissolvedOwns 75–100% of shares

0027 Oxfordtfit (Leaseco) Limited DissolvedOwns 75–100% of shares

0033 (Propcoso) Limited Proposed for strike-offOwns 75–100% of shares

0034 Gloucesterfit (Leaseco) Limited DissolvedOwns 75–100% of shares

0035 Bristolfit (Leaseco) Limited DissolvedOwns 75–100% of shares

0040 Blackburnfit (Leaseco) Limited Owns 75–100% of shares

0045 Derbyfit (Leaseco) Limited Owns 75–100% of shares

0050 Nottsfit (Leaseco) Limited DissolvedOwns 75–100% of shares

And 42 more

Forever Media Limited Owns 75–100% of shares

Forever Sports Limited Owns 75–100% of shares

Frasers Group (European Holdings) Limited Owns 75–100% of shares

Frasers Group Credit Broking Limited DissolvedOwns 75–100% of shares

Frasers Group Trading Limited Owns 75–100% of shares

0112 Bridge St Lion Hot (Freeholdco) Limited Owns 75–100% of shares

18Montrose Retail Limited Owns 75–100% of shares

2929 Row Brook (Freeholdco) Limited Owns 75–100% of shares

68UK (Investco) Limited Owns 75–100% of shares

Agapanthus Investco Holdco Limited Owns 75–100% of shares (as a firm)

Boronia Investco Holdco Limited Owns 75–100% of shares (as a firm)

Brasher Leisure Limited In liquidationOwns 75–100% of shares

BSL International Limited Owns 75–100% of shares

Caspia Investco Holdco Limited Owns 75–100% of shares (as a firm)

Cruise Clothing Limited Owns 75–100% of shares

Dahila Investco Holdco Limited Owns 75–100% of shares

And 50 more

FRS Estates Limited Owns 75–100% of shares

Game Digital Limited Owns 75–100% of shares

Heatons (N.I.) Limited Owns 75–100% of shares

International Brand Management Limited Owns 75–100% of shares

And 4 more

Financials

Balance sheet as at 26 April 2025 · dormant accounts · dormant

Net Assets: £100

Trend

Net Assets

Balance sheet detail

	2025	2024	2023	2022	2021	2020	2019
Net Assets	£100	£100	£100	£100	£100	£100	£100
Shareholder Funds	£100	£100	£100	£100	£100	£100	£100

Filings 31

Date	Description	Made Up To
24 March 2026	Final Gazette dissolved via voluntary strike-off
6 January 2026	First Gazette notice for voluntary strike-off
29 December 2025	Application to strike the company off the register
4 December 2025	Accounts for a dormant company	26 April 2025
28 October 2025	Confirmation statement with no updates	26 October 2025