TIDMFIRE 
 
THE INFORMATION CONTAINED WITHIN THIS ANNOUNCEMENT IS DEEMED BY IAMFIRE PLC TO 
CONSTITUTE INSIDE INFORMATION AS STIPULATED UNDER THE MARKET ABUSE REGULATION 
(EU) NO. 596/2014, AS AMENDED ("MAR"). ON THE PUBLICATION OF THIS ANNOUNCEMENT 
VIA A REGULATORY INFORMATION SERVICE ("RIS"), THIS INSIDE INFORMATION IS NOW 
CONSIDERED TO BE IN THE PUBLIC DOMAIN. 
 
IamFire plc 
 
AQSE: FIRE 
 
("FIRE", "IamFire" or the "Company") 
 
WeShop Update 
 
Extension of Conversion Date of CLNs in WeShop 
 
IamFire plc is pleased to provide an update on progress within its primary 
portfolio company, WeShop Holdings Limited ("WeShop"), showing an increase of 
240% in annualised sales figures through the platform for the 3 months ending in 
November 2023 compared to the 3 months ending in May 2023.  This increase is 
accompanied by a 52% increase in user numbers, showing strong growth and an 
increase in spend per customer. 
 
As announced on 21 September 2023, FIRE's holding in WeShop has a see-through 
value of £22.5m based on WeShop's last fundraising at £4.76 per share and 
assuming that the Convertible Loan Notes outlined below convert to equity. 
Taking in to account a Discounted Capital Bond ("DCB") liability of around 
£5.5m, the £17m equity value equates to a net asset value ("NAV") per share in 
FIRE of around 4.9p per share from this investment holding alone. 
 
IamFire is also pleased to announce that it has extended the date at which the 
CLNs convert from 18 May 2024 to 24 November 2024, to coincide with the maturity 
of a DCB with Hawk Investment Holdings Limited. 
 
WeShop Update Highlights 
 
  · £112.4m Annualised Gross Merchant Value ("GMV") based on £28.1m of sales in 
the 3 months to 30 November 2023.  240% increase as at 30 November 2023, on the 
3 months to 31 May 2023 figure (£33m). 
 
  · Over 505,000 total purchases through the platform to date, with an increase 
of 180% since 31 May 2023 to 30 November 2023 (c.180,000 for the six months to 
30 November 2023). 
 
  ·  £66.2m of cumulative sales through the platform as at 30 November 2023, 
with an increase of 230% since 31 May 2023 (c.£20.1m). 
 
  · Over 350,000 user downloads for the WeShop platform as at 30 November 2023, 
an increase of 52% since 31 May 2023. 
 
For ease of reference the figures above are contained in the following table: 
 
                      31-May   31-Aug-23  30-Nov-23  % change (from May 23) 
                        -23 
Annualised GMV (£M)    33.0      72.0       112.4            +240% 
(trailing 3 months) 
Cumulative GMV (£M)    20.1      38.1       66.2             +230%% 
(end-period) 
No. of Transactions   180,000   315,000    505,000           +180% 
(end-period, 
cumulative) 
User Downloads (end   230,000   290,000   c.350,000           +52% 
-period, cumulative) 
 
John Taylor, Executive Director of IamFire, said: 
 
"The growth figures for WeShop over the 6 months from May 2023 are phenomenal 
and indicate the viral nature of the WeShop proposition.  Although the increase 
in user numbers is highly impressive, the increase in sales volumes indicate 
that those users are using the platform more.  This bodes very well for the 
stickiness of customers and indicates that churn rates are likely to be low. 
WeShop represents the vast majority of IamFire's Net Asset Value and we will 
seek to continue to support WeShop going forward as it expands.  2024 will 
likely prove to be the seminal year in WeShop's ambition to gain its own listing 
and should it do so, IamFire will be in a position to provide our shareholders 
with a transformational liquidity event." 
 
IamFire Investments in WeShop and Community Social Investment Limited ("CSIL") 
 
IamFire currently holds £6.85m of Convertible Loan Notes ("CLNs") directly 
in WeShop.  It also holds the right to subscribe for a further £0.9m in CLNs. 
Should the current CLNs convert, it would result in FIRE holding 2,758,333 
shares in WeShop (prior to any further CLN subscription). 
 
IamFire also holds approximately 23.6% of the issued share capital of CSIL which 
in turns holds 8,333,333 shares in WeShop as its only asset.  FIRE believes that 
these shares will be distributed in specie to CSIL shareholders in due course. 
 
The aggregate holdings of IamFire in relation to WeShop and CSIL are outlined in 
the following table: 
 
Instrument  Amount Held                Conversion  Conversion  Notes 
                                       Price       Date 
CLN in      £4m                        £3 per      24 Nov      Convertible 
WeShop                                 share in    2024        into 
                                       WeShop                  1,333,333 
                                                               shares in 
                                                               WeShop. 
CLN in      £2.85m                     £2 per      24 Nov      Convertible 
WeShop                                 share in    2024        into 
                                       WeShop                  1,425,000 
                                                               shares in 
                                                               WeShop. £0.9m 
                                                               capacity 
                                                               remaining in 
                                                               CLN option. 
Equity      2,452,675 shares23.5% of                           CSIL holds 
Holding in  CSIL issued share capital                          8,333,333 
CSIL                                                           shares in 
                                                               WeShop.  In 
                                                               specie 
                                                               distribution 
                                                               would result 
                                                               in approx. 
                                                               1,950,000 
                                                               shares in 
                                                               WeShop to 
                                                               IamFire. 
 
There are currently 28,669,415 shares in issue in WeShop.  Should the CLNs in 
the table convert and CSIL conducts a distribution in specie of its WeShop 
shares, then IamFire would hold approximately 4,718,333 shares in WeShop 
representing approximately 15% prior to any further share issuance. 
 
Based on the most recent fundraising in WeShop outlined above, the value of the 
resultant IamFire holdings in WeShop would be £22.5m.  Deducting around £5.5m 
for a Discounted Capital Bond in FIRE, held by Hawk Investment Holdings Ltd, the 
value of this investment can be derived at £17m, representing 4.9p of Net Asset 
Value per IamFire share currently in issue. 
 
Extension of Conversion Date of CLNs in WeShop Holdings Limited 
 
IamFire announced on 23 May 2023 that it had extended the date on which it has 
the right to convert its CLNs in to shares in WeShop to 18 May 2024.  Given that 
it has recently agreed to extend the maturity date of the DCB held by Hawk 
Holdings to 24 November 2024, the Board felt it prudent to extend both the 
conversion date of the CLNs, and accordingly the maturity date has been extended 
to 24 November 2024, and this is also the agreed date up to which it can 
exercise its right to subscribe for an additional £900k of these CLNs. 
 
REGULATORY ANNOUNCEMENT ENDS 
 
Enquiries: 
 
Company: 
info@iamfireplc.com 
 
Corporate Advisor: 
 
Peterhouse Capital Limited 
Guy Miller/Narisha Ragoonanthun: + 44 (0) 20 7469 0930 (Direct) 
 
Corporate Broker 
 
Tennyson Securities Limited 
Peter Krens: +44 (0) 20 7186 9033 (Direct) 
 
About WeShop: 
 
WeShop is a social commerce platform that allows users to shop and help each 
other by reviewing, asking about or recommending products. It is affiliated to 
the vast majority of the UK's top 1,000 online retailers.  Instead of rewarding 
the users with cashback, discount codes or vouchers, WeShop allows users to earn 
shares in the business. 
WeShop intends to be 90% owned by its community of users, so the more users 
shop, recommend and refer friends the more shares they will own in WeShop and 
the more they will share in its financial success.  Users of WeShop buy products 
from retailers through the platform, as they would normally, but in doing so 
they will earn shares in WeShop and benefit from aggregation as a community and 
the revenue streams generated from affiliate programs, data, promotion and 
advertising that the community through WeShop will generate. 
WeShop intends to be the first truly shoppable social network owned by its 
community of users.  By creating a disruptive online model it hopes to create a 
retail revolution which shares the financial success of online businesses with 
the users of those online businesses whose data, transactions and engagement has 
created them in the first place. 
 
 
This information was brought to you by Cision http://news.cision.com 
 
 
END 
 
 

(END) Dow Jones Newswires

December 04, 2023 04:09 ET (09:09 GMT)

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