Investor Presentaiton

2 Iconic, Category Defining Brand with Attractive Multi-Category Customer Proposition Leading Customer Proposition Brand Positioning Iconic Russian household name with 70-year history 99% prompted awareness Product Offering and Convenience One-stop-shop across key children's categories Product range of 20,000 - 30,000 SKUs Fashionable clothes, seasonal collections Special terms arrangements with leading manufacturers Convenient locations Attractive Pricing and Promotions Price segment from medium to medium low Quality servicing Highly competitive pricing in baby food and hygiene products Periodic sales and promotions ✓ Loyalty Program 18.1m loyalty cards as of December 2017 11.5m contact base of users as of December 2017 Average ticket for loyalty card holders is significantly higher vs. customers without cards Detsky MiR RETAIL CHAIN Omni-channel Sales Established online store with rapidly growing assortment Comprehensive omni-channel offering strategy Bigger and Better Than Competition Detsky Mir Total Number of Stores (4Q17) Net Store Openings in 2017 Stores in Moscow and Moscow Region (4Q17) Stores in Other Regions (4Q17) 5561.2 #1881,2 #1 1662 #1 3902 204 15 151 кораблик Дочки- 161 10 Сыночки WA Average Selling Space per Store (ths. sqm) Poll: Prompted Brand Awareness (Dec-17) Poll: Purchases in L12M (Dec-17) 1.43 99% 79% 53 0.7 40% 42 52 109 1.2 mothercare 109 1 55 55 Для мам и малышей GereMOT 56 Source: Company data, Ipsos Comcon report 1 Excluding Kazakhstan 2 Excluding ELC stores 3 New store roll-out: gross space 54 0.5 51% 96% 21% 12% -11 1 55 55 1.0 58% 11% 48% 12

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