Omni-channel Growth and Financial Performance

Private label and direct import – value accretive differentiating factor - Private label development is to support margin growth Share of private labels and direct imports in total sales, % 60.0% 44.5% 46.2% 41.6% 35.9% 33.1% 2017 2018 2019 2020 2021 2024E +10p.p. Gross margin in private labels and direct import vs other brands detsky mir Exclusive value offers and direct contracts with large manufacturers Fashion 1 Large-Size products Stationery and others Toys Products for newborns Private labels & direct imports % in total sales, 2021 (vs 2017) 97.4% (90.3% in 2017) 71.5% (64.6% in 2017) 52.8% (31.7% in 2017) 31.7% (18.1% in 2017) 7.7% (1.6% in 2017) Share of private labels and direct imports in sales by category, % 7.7% 6.4% 5.6% 2.9% 31.7% 1.6% 30.7% 29.2% 18.1% 22.9% I 50.3% 52.8% FUTURINO 38.9% 31.7% 33.4% FUTURING Моя Горошина Orsolini Римано в Расены B Baby Go MAMA -TREND- futurino SCHOOL! babyton ute 64.6% 64.6% 67.6% 68.9% 71.5% Own brands CHESSFORD Erhaft RUN JOMOTO JUST MOM ¡Olsson LIFEWEAR ULLA 90.3% 92.9% 95.9% 96.5% 97.4% | Шарро JOOK Futurino Côôl 2017 2018 2019 2020 2021 Fashion Toys ■Large-size products ■Stationery and other Products for newborns Sources: Company data FASHION FUTURINO DINI Demi Star GLOBAL BROS Laffi nearest & deares Baby Go Attivio MANY MOBICARO OKREISS 12

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