Detsky Mir Today
Detsky Mir Group is a multi-format omnichannel retailer and an undisputed leader in the children’s goods sector in Russia and Kazakhstan, as well as a significant player in Belarus. The Company is one of the largest and fastest growing online players in the children’s goods market in Russia. Detsky Mir is the most identifiable brand among children’s goods retail chains in Russia with 75 years of history.
The Group comprises the Detsky Mir and the Detmir Pickup retail chains, the detmir.ru online store and marketplace, as well as the Zoozavr pet supplies retail chain. Detsky Mir Group operates 1119 stores located in 445 cities and towns in Russia, Kazakhstan and Belarus as of 31 December 2021. The total space of the retail chains was approximately 1,220,000 sq. m.
Detsky Mir Group is strengthening its leading position in the children’s goods market and has maintained high top-line growth over recent years.
The Company’s online segment remains its fastest-growing sales channel since launching in 2011 – therefore, now children’s products can be ordered via home or office delivery, as well as in-store pickup. Online revenue increased by 2.4x year-on-year to RUB 34.8 bn in 2020.
The Company’s target audience is medium-income families. The total assortment of Detsky Mir features around 250 thousand SKUs of children’s goods priced in the medium range: toys, apparel and footwear, products for newborns, stationery, art and craft sets, recreational goods, car seats, and furniture.
In September 2020, Sistema and RCIF ceased to hold any ownership interest in the Company. Detsky Mir became the First Russian Company with 100% Free Float. In December 2020, Gulf Investments Limited (Altus Capital) acquired a 25% stake in Detsky Mir