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Detsky Mir Increased the Share of Private Labels Across Several Categories

Moscow, Russia, 23 June 2022 – Detsky Mir Group, an omnichannel digital retailer and the leader in the children’s goods sector in Russia, posts growth in the sales of private labels across several categories.

Over the course of the period from March to May 2022, the share of private labels in sales at Detsky Mir increased across several categories. The share of private labels in diapers category more than doubled year-on-year and reached 33.2% (+19.4 p.p. compared to the same three-month period last year). In toys, private labels grew 9.6 p.p. to 40% year-to-date, while in apparel and footwear they accounted for 98.8% of revenue, a 1.6 p.p. increase year-to-date. The share of the Company’s private labels in pet supplies, launched in the first half of 2022, reached 10.1%.

Higher sales volumes of private labels were driven by shifting consumer demand, with consumers looking for goods with the best value-for-money, coupled with an expansion of the Company’s exclusive brand range.

Detsky Mir currently owns 18 exclusive brands in apparel and footwear (including Chessford and Futurino), five toy brands (e.g. Demi Star and Mobicaro) and two private labels in diapers (Manu and BabyGo). In the first half of 2022, seven new brands with over 600 SKUs between them hit the shelves of Zoozavr pet supplies stores. Each of Detsky Mir’s private labels has its own target audience and price positioning.

“Private label development is an important strategic area for Detsky Mir Group. Each year, we expand the range of our private-label brands to keep prices competitive and offer our customers a wide choice of the most popular products. We currently see strong growth in sales of our exclusive brands. In the first quarter of 2022, sales of private labels and direct imports in Russia accounted for 44.8% of total sales (+4.3 p.p. year-on-year), and we have seen this positive momentum sustained in the second quarter as well,” said Elvira Kakurkina, Commercial Director for Consumer Goods at Detsky Mir Group.

For additional information:

Natalya Rychkova

Head of Public Relations                

+7 495 781 0808, ext. 2041      

Nikita Moroz

Head of Investor Relations

Tel.: + 7 495 781 08 08, ext. 2315