Detsky Mir Expansion Strategy

Solid online performance with strong loyal customer base detsky mir Continuous growth in traffic and improving conversion rate (Web and mobile platforms) Click & collect and Mobile app are largest channels (Russia) 4.6% 5.6% 159,0 4.9% 5.2% 85,7% 78,9% 20 141,6 85,7% 85,8% 86,3% 74,0% 65,9% 84,4 8,9 77,8 3,9 3,9 7,4 47,5% 25,3% 54,2% Q4'19 Q4'20 Q1'20 Q1'21 Q1'20 Q2 '20 Q3 '20 Q4'20 Q1'21 Online Visitors (m) Online Orders (m) Click & collect (online sales), % Mobile platform (online orders), % Healthy mobile app metrics Installations (1) 2.1m Q1'20 +4.1x Strong loyal customer base (3) MAU(2) +3.4x 81% 8.7m 0.9m 3.0m Q1'21 Q1'20 Q1'21 86% 10.6 10.8 34% 18% Q1'20 Loyalty card holders in total sales, % Q1'21 Q1'20 Q1'21 Share of online active loyalty card holders, % Active loyalty card holders, m (1) Reflects the total number of app installations between its launch (December 2019) and the end of the reporting period. (2) MAU monthly active users - the average number of active mobile app users in a month. (3) Cardholders who made at least one purchase at Detsky Mir during the last 12 months are considered active. Online loyalty card holders who made at least one online purchase through the Company website or mobile application within the last 12 months are considered active cardholders. Source: Company data. 30

View entire presentation