If you look at Companies House, the register of British businesses, Celsius' directors are all resident in the United States, and Celsius' headquarters a shared office space called The Harley Building, a shared office space in the West End of London. The only vaguely British link resigned last year, and seems to actually not be a real entity or business.<br>It explains why this hasn't been a story over here, they were registered here, presumably because our laws are a bit laxer in that regard, yet did all their business with the American market, judging by their valuations all being dollar, not sterling.