Good morning. Welcome to the Half Year Results for Victorian Plumbing for the Financial Year 2022. Just a quick review of the agenda. We'll go through the results, and look at some of the key drivers and strategic progress, and current trading and outlook, and then there'll be some time for Q&A at the end. As an overview for the H1, results in line with expectations in a challenging environment as we lap a period of COVID-19 related lockdowns, consolidating our position as the U.K.'s number one online retailer for bathroom products. Strategic increase in marketing activity, which has enabled us to continue taking market share. Given the current increasing inflationary pressures, we will continue to manage price increases appropriately in the H2 of this financial year.
Victorian Plumbing's key strengths remain, industry-leading margins, a robust balance sheet, highly cash generative, and a great inventory availability. We're using these factors to our advantage in a competitive market as consumer behavior patterns continue to normalize. Our well-defined strategy has three horizons, the core B2C, trade, and adjacent products. Continued confidence in the medium-term targets and the growth opportunities that we see. Moving over to the half- year results, which Paul will go through now.
Thanks a lot, Mark and everyone. Just taking you through the highlights, financials. Revenue of just under GBP 134 million is a two-year growth rate of just under 40%. Obviously last year we were in the most severe period of lockdown restrictions in the U.K., so a 5% decline on last year's revenues for H1 . Gross profit margin, we guided at IPO that we thought 49% was exceptional, exceptionally high gross margin, and that we'd be around 45%, going forward. We're 44% this year given the inflationary issues that Mark mentioned, supply chain issues and so on. 44% margin for H1 . Then EBITDA, adjusted EBITDA of GBP 6.7 million, in line with guidance for H1 .
EBITDA margin at 5% versus 14% for last year. Strong net cash position coming out of H1 . A small increase in cash in the period to give us net cash of GBP 33.7 million at the end of March. We took the decision to use our balance sheet strength in H1 to maximize stock holding and availability to customers, which we think was the right decision. Free cash flow in half one is GBP 4.4 million. Cash conversion of 34%, and that goes to reflect that investment in stock holding in H1 . Some operational highlights. Total orders of 453,000.
As you'd expect, 7% down on last year, given the lockdown restrictions last year, which are now, of course, come to an end in terms of the comparatives. Average order value is again up 2% to GBP 296 in H1 . As Mark said, in a period of reduced demand, as previously guided, then we increased marketing spend to make sure that we took market share in a time of reduced demand. Marketing spend as a percentage of revenue is 30% in H1 . H1 marketing spend is always higher than H2 , not least because, of course, almost all of our TV spend is in H1 .
Trade revenue, we're pleased with the 18% growth in trade, which now represents 18% of the business. I think at IPO it was around 14%, and of course is one of our key strategic initiatives, which Mark will cover later on. We're pleased that our trust score continues to improve back to kind of pre-pandemic levels. We're at 4.4 now, and we expect that to go to 4.5 in the near term. Just the detail of the income statement on the page. Revenue of GBP 133.9 million, 5% decline on last year, but 39% increase over a two-year period. Gross profit GBP 58.5 million, 44% of revenue.
Marketing costs then, as I've said, 30% of revenue, compared to 27% last year. Given that decision to, you know, strategically kind of spend heavier to take market share in H1, which we think we did. An increase of 5% in absolute marketing spend. Other underlying costs we'll cover in more detail later on, but 10% increase, which is largely people costs and warehouse costs as we continue to scale the business up to its new levels. Adjusted EBITDA of GBP 6.7 million versus 8.8 last year. Sorry, 6.1 last year. Depreciation pretty much unchanged at GBP 1.7 million. Share-based payments, again, reflecting IPO award. They are almost entirely IPO awards of GBP 2.1 million. Giving us operating profit of GBP 2.9 million, and EBITDA of GBP 2.7 million.
Okay, moving on to some of the detail of those, numbers then. Revenue, 39% up on a two-year basis, 5% down on last year. The split, as you can see, shows an 18% increase in trade, 9% decline in B2C, which you'd expect given the market, you know, and the environment. Google data for the bathroom sector shows year-on-year decline in searches of 15% for the sector. Which of course, you know, against our 5% decline shows that we've taken market share, and therefore you'd expect B2C to see a higher decline than trade.
We're pleased with the trade growth in a period where we haven't yet implemented many of the initiatives that will drive that trade growth in the future, which Mark will cover. On the right-hand side, just some of the metrics. Total orders, 453,000. AOV at GBP 296, and 339,000 active customers. In terms of gross profit, I've mentioned already the change since IPO, which was mostly guided, 50% down year-on-year. The mix own brand versus third party hasn't changed, as you'll see. 75-25, again, we've said previously that we see that as a mature mix, and we've no great desire for, you know, own brands to take a higher share of that total.
Own brand margin 49%. Third-party margin at 29%. Own brand takes a greater share of the declining margin because of course, all the things that drive a lower gross margin in terms of freight costs and shipping costs weigh more heavily on own brand because own brand comes entirely, almost entirely, from China. Those things impact own brand margin more than they do third-party margins. Hence the numbers that you see on the right-hand side. Going on to underlying costs. In total, a 6% change year-on-year. Obviously, marketing went up. The line shows that spend GBP 40.2 million, 5% increase year-on-year for the reasons that I've covered already.
The other element, 80% increase in people cost is broadly split. You know, the increase is broadly split between inflationary impact of about 9%, and then annualization of the PRC costs. Full-year costs and subsidiary management costs, year-on-year. While headcounts increases, shown on the right-hand side, most of those heads are tech heads which are capitalized and therefore don't follow these numbers directly. The property costs, 21% increase reflects increased cost of short-term warehouse space. Again, which reflects the kind of environment in the U.K. for warehousing. This is the small amount of space that we take on short-term lease rather than a long-term lease, which is of course captured in the IFRS 16 accounting.
The reduction in the other is largely FX gains and increase in rebates. The right-hand side, you can see two of those trends. Customer acquisition costs of course increases because of the decision to increase marketing spend in H1 . You can see marketing spend went 27% to 30%. We've said previously that that normalized towards the end of H1 , so during February into March and now beyond, that has normalized back to the levels we expect. Half two is always lower than H1 for the reasons I said before, which is most of the brand and TV spend is in H1 . Average order value is an average. It was actually steep increase last year.
FTE increases have more or less plateaued now as you'd expect. The increase though was the continuation of the build of our own U.K.-based tech team. Just to leave it there, just largely as I've already described. Free cash flow on the right-hand side. Our working capital outflow is entirely related to investments in stock holding. That outflow is all around investment in stock, which will unwind to a certain extent in H2 , was a decision we took in H1 given the ongoing global supply chain risks, plus things like Chinese New Year and so on, then, and given the strength of our balance sheet, it made sense that we ensured we had the stock rather than disappoint customers.
CapEx spend is largely tech investment, capitalized tech investment, release payments for the lease warehouse that we have. Free cash flow, GBP 1.4 million, 21%. We'd expect that investment in stock to unwind to an extent in H2 . Further detail on cash flow. We started the period with GBP 32.7 million of net cash. We generate EBITDA of GBP 6.7 million. The outflow, as I said, is almost entirely down to the stockholding position that we took. Giving us a net increase in cash of GBP 1 million. Net cash at the end of the half, GBP 32.7 million. Obviously, we have no debt, and there's GBP 10 million RCF that has remained undrawn since IPO. Finally, no interim dividend.
Current intention again is that we come back to this at year-end and intend to be dividend paying going forward. The statement really just reflects that, so I won't repeat it all really because it is, it's all the things we've talked about. Outflow is inventory. Small spend on exceptionals that were accrued at previous year-end, which we paid this time. Tax paid at GBP 0.2 million because we had some large tax refunds. CapEx is largely tech investment, giving us GBP 32.7 million cash at the end of the period. In terms of balance sheet, strong net asset position going into H2 . I guess some of the highlights, the stockholding increased as I've discussed already, given the global supply chain risks.
The reduction in trade and other receivables versus last year H1 was a settlement of related party debt, hence the big decrease. Trade and other payables increased to reflect the increase in stock levels. Strong net asset position going into H2 . Then just hand over to Mark for updates on the strategic progress.
Thanks, Paul. Okay. Our strategy is divided over three horizons, as we previously detailed during the AGM. The core B2C, customer acquisition, new product development and innovation, that continues as always. Market growth further amplified by the current RMI cycle. Further market share gains, ongoing competitor weakness. Opportunity for international expansion in key European territories in the medium term. Still something that's, you know, very much in our plans. Horizon two, trade. I know Paul mentioned it briefly there in his financial report. We've got a focus on the sole traders, SME, plumbers, and builders. A dedicated trade portal which can be improved and supported by, a trade dedicated app, which is nearing completion, just gone into UAT as we speak.
An increase in product choice to ensure that we're a one-stop shop for trade as well as consumers. Again, this is well underway. Horizon three, the adjacent categories, a big subject. Support the existing projects for both consumer and trade. Products already available including flooring and tiles. Step change in investment to drive share in target segments to support customer projects. Organic investment in infrastructure, especially distribution and skills. Moving on to cover the marketing. The brand, again, you know, this has been, you know, one of the fundamentals of our business always and continues to be so. Ad creative builds awareness through distinctive brand assets. Creative memorable ads drive distinction in a busy and competitive market. Strong levels of ad recall.
With regards to our media, potentially the TV advertising continues and is dominant in our media spend. We've got a slight shift in that with a lot of it going over towards some of the on-demand TV advertising. There's been an increased focus on diverse media including YouTube, and then there's been a test of radio advertising, which is the first time for ourselves, and that's been targeted towards the trade element for the time being, but with plans for that to also include consumer. Target media audience continues to be homeowners aged 25-55 years old. With regards to search marketing, very much data-driven. In market share acquisition at efficient cost per sale in PPC. Largest PPC keyword coverage versus competitors at somewhere in the region of 200,000 keywords.
Dominant approach supports expansion to new categories and increasing market share. We also have the highest performing SEO channel of all competitors. You can see there's a graph there that details the brand mix, performance, spend, which is largely unchanged. All this allows us to maintain our market leading position. There's a graph there indicating the uniqueness to trends that has gone on since October 2019. If you look towards the end of the graph there, you can see how the trend is shifting in our favor. This investment has been paying off in marketing and continues to do so. We're very much on the up where everybody else seems to be moving away, further evidence of our market share gains.
I think Paul mentioned our Trustpilot rating has continued to improve, you know, in comparison to pre-pandemic. Brand awareness, there was a slight drop in brand awareness. This can more than likely be attributed to the change in TV coverage. Although we spent relatively the same or a little bit more, the actual reach was reduced based on the increase in cost with the TV stations. It's the reason we didn't get quite the same reach as we would for the same pound previously. That's just an industry cost increase. You know, to counter that, as I say, we're working on the radio plan as we speak. Moving on to our tech and our platform.
You know, a very important part of our future growth. Our in-house technology and infrastructure team are developing bespoke software solutions continuously. We've got a relaunch of the new website, which has been the key focus for the team for quite some time now. The UAT is underway as we speak, and we're coming close to the end of that. The new platform will allow more incremental changes that we can test at speed. We've pretty much stood still for the last couple of years with regards to, you know, what we present and offer to the consumer via the sites. You know, a really interesting and exciting period that we're about to enter with this now. In addition, we have delivered new purchasing and forecasting applications that the team have built.
Although we were super efficient and very good at within these areas without this software, this software is definitely gonna improve that further for us. Hopefully we'll see that in future results that are yet to come through. Moving on to the trade portal that we have. You know, it's given you know, customers, you know, a much easier overview of their account. You know, we increased the team that sits behind this, and it's the early stages of the progress in this category. We've already seen some results come through as a result of this initial work. However, the big increases we expect to come with some of the other pieces that are yet to be introduced.
The portal works really well, and the prices are shown to customers, you know, showing their discount and a good overview of the offering. The trade app that we've been working on, as I just mentioned a few moments ago, is nearing completion. We hope this will increase engagement and efficiency with trade customers. We have a tile calculator priced for trade customers with a really handy tool, and also promotes that adjacent product category. Call me back function increases the efficiency for our trade customers and encourages that point of contact. There's been a big focus on KPI reporting, which has allowed the teams to engage quickly with customers and, you know, encourage more spend.
Again, I think we've seen some of that come through in the numbers. Moving on to the adjacent products and the range expansion. This has been slightly delayed and slightly behind our original ambitions, purely down to the investment in the core of the business and the additional stock we've brought in to cover the supply chain issues. That has probably limited some of our ambitious growth areas of this. Regardless, we've still increased tile ranges by 38% in H1. The layout of the tile offering on the site is under review for the new site and sort of really change the way that we present the product to consumers. I think there's a really interesting and exciting opportunity there.
The samples that we provide to customers, there's a whole revamp going on the process for that. We're gonna launch with the new site. In-house design of our own tiles has commenced, and that's moving along really well. Designing our own tiles, as we previously alluded to in our previous reports, you know, looks like it's gonna be a big success for us and give us a real differentiating factor against the competition. The range of tile accessories and tools has also begun to increase. We've also just produced a dedicated brochure for the tile category that can go out to customers or they can request. Lighting. We increased our supply base for lighting. The number of products available has increased to over 750.
Other categories, plumbing accessories have been added to support the rollout of the trade app, as we mentioned earlier. Increasing range of the instant hot water tap solutions and continue to build a range of sinks and taps for use in the kitchen. Another category that's under expansion. I'll hand over to Paul to cover the ESG.
Thanks, Mark. Just an update on the ESG. Again, we said previously we recognize that we're on a journey here, but we're making good progress. I'll just pick out the kind of main progress since last year- end, really. Board governance ethics. You know, we continue to assess our compliance with the main code. We have a recruitment process underway for a new non-exec director. And we continue to build our supplier audit program for the factories obviously the third-party factories. We don't own factories, but a kind of audit program is ongoing for those factories. In terms of diversity and inclusion, so we launched our first employee engagement survey last year, and we've had since then a pulse check-in survey in February this year, so we're pleased with that progress.
We launched a whole new range of benefits during half one around holiday entitlement, alternative pay, employee discounts and a company-wide SAY scheme. We now have an employee engagement committee. Again, all these things have been launched in H1 . Environmental, we've kicked off the process to understand our Scope 3 emissions, which hopefully we'll be able to report at the back end of this year and then agree or set ourselves a net zero target. We continue to develop a range of sustainable bathroom products and work with suppliers to increase levels of recyclable packaging. Just moving on, I guess the final two slides, I'll do the first one, and Mark the second. Current trading then to summarize then.
The first quarter of FY 2022, demand and revenue were both observed last year as previously reported, but 47% up on FY 2020. Then we went into a period, like everyone else did, I guess in Q2, when the comparatives were much tougher because the U.K. was in a full lockdown for three months last year, where we delivered 33% revenue growth versus FY20. 8% decline versus that period that I've talked about. Overall, I guess, you know, 5% decline versus last year.
Again stress that if you look at that data, the market we were seeing before on the Similarweb trends and the Google data, a 50% decline year-on-year, we think our actions around marketing spend together with lots of other things have driven market share gain in that period. Q3 trading has begun well. I guess we're what, six, seven weeks in. We know we've got softer comparatives to come and, as previously stated, we're confident that we can deliver more digital revenue growth in H2. We are of course very cost-conscious of the wider macroeconomic environment and, we'll tailor our approach to pricing and marketing spend and all those things in line with, how we see demand and consumer behavior in the rest of this year.
Hand you over to Mark to close really.
Yeah, just to summarize, the H1 performance. Our business is built on good foundations. We have grown revenue rapidly over a number of years and operate within industry-leading margins, driving highly cash generative model with no debt. Our strong balance sheet is an advantage in a competitive market, supporting being bold in our marketing, investing in stock as we deal with the near-term uncertainty and challenges. We have a well-defined and unchanged growth strategy centered on the core B2C, trade and adjacent products. Our long-term goals and strategy are unchanged. Despite current market challenges, we are fully confident in future growth prospects going forward. Thank you.