The important thing here is the gross profit margin. Our...

The important thing here is the gross profit margin. Our overheads increased quite a bit with the move to bricks and mortar. Staff costs doubled. As volumes pick up (UK etc. but also same store sales growth) and overheads don't follow by as much, then the reported profit will climb rapidly.
Marketing & Advertising increased 1,670% ($737K) to $781K. From memory the Christmas/back to school budget was below $900,000 so advertising in January was probably well below that of Nov/Dec but sales in Jan remained high. We need that to continue with positive customer reviews and word of mouth to continue to boost sales without an increase in advertising and allow advertising cost per unit sale to fall. That would boost our underlying profit and reported profits. No doubt there will also be another initial advertising budget for the UK rollout but that should also be well worthwhile to build brand awareness overseas.