Detsky Mir Expansion Strategy

2 Category-defining brand with highly popular customer proposition Leading customer proposition Brand positioning Iconic Russian household name with 70-year history 98% prompted awareness (1) 82% unprompted awareness (1) Product offering and convenience One-stop-shop across key children's categories Product offering of ~20,000 SKUs for a typical store and ~321,000 SKUs for online Fast fashion (8 seasons) Full omni-channel model with convenient delivery options Convenient locations in high foot traffic areas Attractive pricing and promotions Price segment from medium to medium-low We aim to offer highly competitive pricing in baby food and hygiene products Periodic sales and promotions detsky mir Loyalty program c.28.0m loyalty cards c.11.1m active loyalty cards (2) (34% online customers) c.16.1m contact base of users as of June 2021 Average ticket for loyalty card holders is significantly higher vs. customers without cards Bigger, better and more recognizable than the competition Number of stores (Q2 2021)(3) Well-balanced product mix across traffic generators and high-margin products Gross 847 Product segment margin Traffic generation Revenue breakdown (4) (2020 and 2019) Net store openings 173 120 116 44 Newborns 30% 31% +53 (14) (24) detsky mir Дочки- Сыночки Brand recognition (Aided and Spontaneous awareness, December 2020) кораблик Дарим улыбку детям (5) mothercare (1) EYBADFM Toys ✓ ✓ 31% 32% 98% 82% 91% Fashion ✓ ✓ ✓ 55% 43% 29% 27% 30% 22% 22% 3% 4% Large items and other ✓ ✓ ✓✓ 10% 10% detsky mir Дочки- Сыночки кораблик mothercare Дарим улыбку датям Source: Detsky Mir for Company and peers data; Ipsos Comcon for brand recognition metrics (1) Based on consumer survey conducted in December 2020 (3) Excluding Kazakhstan and Belarus stores, as well as Zoozavr stores (2) Cardholders who made at least one purchase at Detsky Mir during the last 12 months to 31 December 2020 are considered active (4) Retail revenue only 14

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