Omni-channel Growth and Financial Performance
Iconic brand with 75 years of history
1947-1996
1997-2018
O1947
2019-Today
First store with the name of
"Detsky Mir" was established
O1997
✓
Sistema consolidated 100% of
"Detsky Mir" company
detsky mir
Establishment of
Detsky Mir store
chain and brand
in USSR
Active expansion of
Detsky Mir retail chain
to become
#1 children's goods
market player in Russia
Transformation into a
fully-fledged omni-
channel player with well-
known brand strength
2011-2012
✓
Launch of e-commerce
Entering Kazakhstan market
Acquisition of ELC retail chain in
Russia
O 2015-2017
✓ Sale of 23.1% in DM to RCIF
Successful IPO on MOEX with over
30.5% free float
Детский мир раза
2019
✓
✓
Launch of own marketplace
Entering Belarus market
Revenue has increased -6x since 2012 while number of stores
performed 5.2x growth reaching 1,119 stores by December 2021
O 2020-2021
New Strategy 2020-2024
Online channel development with
focus on mobile
Introduction of Detsky Mir 3.0
Developing new verticals
(Zoozavr), digital services and own
marketplace
Sources: Company data
детский мир
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