Aleena London Ltd
Reference number: 1052718
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Introducer appointed representative
This firm can only introduce you to its principal, and cannot give financial advice, recommend products, or arrange deals alone.
- Appointed for under a year
- Protected through the principal
- No FCA actions
- Active company since 2021
- Accounts filed up to 31 May 2025
- On its latest accounts it owed £161k more than it owned
Responsible principal firm
IDEAL SALES SOLUTIONS LTD Reference number: 703401 View firm →What does this mean?
- An introducer appointed representative can only pass your details to its principal firm. It cannot recommend products, give financial advice, or arrange deals on its own.
- Aleena London Ltd (FRN 1052718) introduces customers to IDEAL SALES SOLUTIONS LTD (FRN 703401). Any regulated advice or arranging is done by the principal, not Aleena London.
- Example: if Aleena London refers you to a financial adviser, the advice should come from the principal firm, not from Aleena London itself.
- Before you proceed, confirm contact details match the official FCA register for both firms. Scammers sometimes clone legitimate AR names and FRNs but use fake phone numbers and websites.
Website, phone number and address
Compare these against whatever you were given. Scammers clone real firm names and reference numbers but use their own phone number and website, so a detail that does not match the register is the clearest warning sign there is.
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Phone number
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Address
2 Manor House Lane, Datchet, Slough, Windsor And Maidenhead, SL3 9EB, United Kingdom
In the full report: 3 background checks
- When sofadeal.co.uk first appeared online, and whether it can receive email
- What kind of line 07306 12748 is
- Who else gives the postcode SL3 9EB
Other names (1)
If you were contacted under any of these names, it is this firm.
- Sofa Deal Trading name: A name it trades under now.
FCA permissions and consumer protection
- Protection through the principal firmProtection works through Ideal Sales Solutions Ltd, the principal firm responsible for this firm's regulated activity. FSCS cover and the Financial Ombudsman Service apply as they would to the principal.
- Complaints Ombudsman, freeYou can refer a complaint about this firm to the Financial Ombudsman Service for free, whichever activity it relates to.
FCA disciplinary action and complaints
No FCA disciplinary action.
The Financial Ombudsman Service only publishes complaint figures for firms with 30 or more new complaints in six months, so there are none here for this firm.
Companies House record
The company behind the firm: its status, age, registered office and directors.
- Company number
- 13421856 (opens Companies House in a new tab)
- Company status
- Active
- Company type
- Private limited company
- Incorporated
- 26 May 2021 (5 years old)
- Registered office
- 2 Manor House Lane, Datchet, Slough, SL3 9EB, England
- Nature of business
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- Retail of furniture, lighting, and similar (not musical instruments or scores) in specialised store (SIC 47599)
- Retail sale via mail order houses or via Internet (SIC 47910)
- Freight transport by road (SIC 49410)
Directors and company secretaries
| Name | Role | Born | Appointed | Other companies |
|---|---|---|---|---|
| Athar Ali Shafiq | Director | Jul 1984 | 26 May 2021 | None |
In the full report: every company its directors have run
- Confirmation that its director runs no other company
Filed accounts and finances
Total equity
−£161k
Down £94.4k from −£66.7k
Cash at bank
£3,035
+131% from £1,316
Employees (average)
5
+67% from 3
Owed within a year
£265k
+52% from £174k
Total equity is negative: on its last balance sheet the company owed £161k more than it owned.
Assets and liabilities
In the full report: all 4 years of accounts
- Every year from 2022 to 2025
- The chart, over every year
- Every filed figure, year by year
About these figures
- Turnover
- Money taken from sales in the year, before any costs.
- Profit before tax
- What was left after the year’s costs, before corporation tax. A minus figure is a loss.
- Net assets, or total equity
- Everything the company owns minus everything it owes. A minus figure means it owes more than it owns.
- Total assets and total liabilities
- Everything the company owns, and everything it owes, on the last day of the year. The gap between them is its net assets.
- Cash at bank
- Money in the company’s accounts on the last day of the year.
- Owed within a year, owed after a year
- Debts and bills due in the next twelve months, and those due later.
There is no turnover or profit: small companies do not have to publish them.
Accounts filed at Companies House for company 13421856. Every figure is as filed, apart from total assets and total liabilities, which are added up from filed figures. Nothing is estimated.
Key dates in its history
Aleena London’s history from the FCA register and Companies House, newest first.
2026
6 March 2026
- Became an introducer appointed representative
- Began trading as "Sofa Deal"
FCA register
2021
26 May 2021
- Incorporated at Companies House
- Athar Ali Shafiq took control (75–100% of shares)
- Athar Ali Shafiq appointed as a director
Companies House
Director appointments and resignations, and trading names, appear under All events.
Firms like Aleena London
Other firms of the same type (retailer), nearest first.
In Slough
Firms are listed by type and location, best known first. Being listed is not a recommendation: check any firm before you deal with it.
Get the full report on Aleena London
Everything on this page, plus everything locked above, in one dated PDF you can keep, file or send on.
- Every company its directors have run, named
- 3 background checks on its contact details
- 4 years of accounts, charted
- All 5 events in its history
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Frequently asked questions about this firm
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Does Aleena London use any other names?
Sources and links
- Its entry on the FCA register register.fca.org.uk
- Its Companies House record gov.uk
- Complaints the Financial Ombudsman Service can help with financial-ombudsman.org.uk
- Report a scam to the FCA fca.org.uk