Omni-channel Growth and Financial Performance
Detsky Mir core store format overview
-
Detsky Mir Classic
Presence in large cities with >100k
population
Sales channel mix with focus on in-store
(70% offline, 30% online)
1,057 sqm
Average selling
space(1)
Product assortment is almost equally
allocated across toys, products for
newborns and apparel & footwear
18-24 months stores maturity period
-
2.5 3.0 years payback period
99% stores leased
Detsky Mir Mini (2)
detsky mir
20-30k
in-store SKUs
855
# of stores
RUB 1,210
Average ticket
Presence in smaller cities with 5k-100k
population, expanding Company's
market size by 30%+ to c. RUB 700bn
Balanced sales channel mix
(50% offline, 50% online)
800+ stores in medium-term, 1,200+
additional stores in longer term
Pick-ups with an unlimited shelf from
DCs focused on products for newborns,
clothing, footwear
Relying on regional DCs coverage
138 sqm
Average selling
space (1)
~2k
in-store SKUs
110
# of stores
RUB 856
Average ticket
ИГРАЙ
ИГРАЙ
детский мир
Sources: Company data
Notes: (1) Including a newer format of smaller selling space stores in less profitable locations; (2) Rebranded Detsky Mir Pick Up Points (PUPs)
гrsona
within 500km
detmir.ru
3 Скачай с
уход за детьми
Забери заказ
delinir.ru
Здесь
detmir
Pickup point
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