Detsky Mir Expansion Strategy

1 Market environment evolution Online is one of the most fast- growing channels... ...while Detsky Mir maintains dominant market position... detsky mir ...building on its market leadership in all segments Detsky Mir market share by segment (²) (%) Russian children's goods market breakdown by channels (%) Market share in total children's goods retail in Russia (2) (%) 22% 13,6% 10,4% 9,4% 7,0% 5,8% detsky mir 10,1% 12,6% 15,6% 8,9% 22,0% WILDBERRIES Toys 19% 9% 7% 6% Stationery 6% 4% OZON 25% 2% 38,6% 39,8% Newborns 39,1% 38,8% 22% 36,4% Дочки- Сыночки 3% 15% Apparel 13% mothercare 3% 15% Shoes 39,1% 39,7% Rich Family 38,9% 38,6% сеть тепермаркетов детских товоров 35,8% 2% 13% 22% 2016 2017 General food retailers 2018 E-commerce" 2019 ■Specialised stores Other 2020 КОРАБЛИК Дарим улыбку детям 2% 2020 2019 | All market 19% 2020 2019 (1) Represents children's goods ordered online (excluding online stores of offline retailers from other sales channels). (2) Market share is based on sales (including VAT of c. 10%) and market volume estimation in Russian total urban population. Market share for Detsky Mir is based on the consolidated IFRS data (excl. Kazakhstan, Belarus and Zoozavr stores). Source: Company data, Ipsos Comcon report, SPARK, Data Insight. 44% 40% 13

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