Lindex Group Plc Class B · OMXHEX:LINDEX
Lindex Group Plc Class B — Investor Day (2011)
28 slides from Lindex Group Plc Class B's investor day presentation, 2011
Slide 1: Seppälä – International fashion from Finland
Seppälä – International fashion from Finland Terhi Okkonen Managing Director, Seppälä
Slide 2: Our Mission & Vision
OUR MISSION & VISION Seppälä inspires and encourages MISSION people to enjoy fashion according to their own style. Seppälä is a brave and VISION easy-to-approach fashion chain. Customers’ most wanted choice. 2
Slide 3: From Clothing Store to Fashion House
FROM CLOTHING STORE TO FASHION HOUSE 1960 1970 1988 1996 2000 2004 2010 3
Slide 4: 227 Stores in Over a Hundred Cities in 6 Countries
227 STORES IN OVER A HUNDRED CITIES IN 6 COUNTRIES Finland 137 Russia 46 Estonia 21 Latvia 11 Lithuania 10 Ukraine 2 Moscow 10 St Petersburg 15 Ekaterinburg 4 Others 17 Mega South Primorskij Mega Samara Park House Nizhny Novgorod: Mega North Udelnyj Park Karnaval Yaroslavl Vernissage - Mega Marino G
Slide 5: Expansion in Russia in 2011
EXPANSION IN RUSSIA IN 2011 • Galleria St Petersburg 4/2011 • Gagarinski Moscow 4/2011 • Kolpino St Petersburg 6/2011 • Chertanavo Moscow 10/2011 • Victoria Plaza Ryazan 10/2011 5
Slide 6: Key Figures in 2010
KEY FIGURES IN 2010 40 million visitors Revenue 143 m€ 20 million products sold Operating profit 9 m€ 700 000 Seppälä Club members 225 stores in 6 countries, in 4 time zones, 1 500 employees with a total of approx. 100 000 m2, in 6 countries avg. store size 500 m2 6
Slide 7: Revenue by Market in 2010
REVENUE BY MARKET IN 2010 Seppala Russia & Ukraine 22 % \
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Slide 9: Seppälä Collections
SEPPÄLÄ COLLECTIONS • Seppälä’s designers create 12 collections annually • Over 5 000 unique Seppälä products per year FOR WOMEN: FOR MEN: FOR YOUTH: FOR KIDS: 9
Slide 10: Target Customers
TARGET CUSTOMERS Seppälä’s main focus is on women of age 25–35, interested in fashion. The Seppälä collections are affordable priced fashion for women, men, teenagers, and children. Packed with extensive assortments and fun shopping experiences, each store offers everyday fashion for customers of ev
Slide 11: Revenue by Business Areas in 2010
REVENUE BY BUSINESS AREAS IN 2010 11
Slide 12: Fashion Oriented Russian Women
FASHION ORIENTED RUSSIAN WOMEN 2004 - 2011 12 12
Slide 13: Fashion Competitors in Russia
FASHION COMPETITORS IN RUSSIA High price Top Shop Promod Zara Sela Stradivarius Vero Moda Bershka High Low Reserved Lindex Pull&Bear Fashion Fashion O´stin InCity level level Zolla Oggi H&M Terranova Jennifer New Yorker Low price Low price 13
Slide 14: Operating Model
OPERATING MODEL • Headquarters in Vantaa, Finland Chain management and support to stores in every country • In Russia local sales organization, administration services from the Group • Own design in Finland and most of purchases from Asia • Logistics centre in Vantaa, Finland, replenishments servi
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Slide 17: Revenue in January - June
REVENUE IN JANUARY - JUNE +8% +4% - 4% + 6% - 3% 17
Slide 18: Operating Profit in January - June
OPERATING PROFIT IN JANUARY - JUNE 18
Slide 19: Development of Revenue
DEVELOPMENT OF REVENUE 2006–2010 +11% +5% +2% - 8% +3% 19
Slide 20: Development of Gross Margin
DEVELOPMENT OF GROSS MARGIN 2006–2010 56.9 57.9 57.9 58.2 59.8 20
Slide 21: Development of Operating Profit
DEVELOPMENT OF OPERATING PROFIT 2006–2010 Operating profit % of revenue 21
Slide 22: Keys to Success
KEYS TO SUCCESS • From international trends to commercial collections • More fashionable volume products with a good market price • Fashionable, easy-to-combine total outfits • Main focus in fashion-oriented women of age 25–35 years 22
Slide 23: Seppälä Fashion Community
SEPPÄLÄ FASHION COMMUNITY • www.seppala.fi is an active place to enjoy fashion, 800 000 unique visitors in 2010 • Seppälä Fashion Community to be opened in every country in the local language in November 2011 • Shop Online opening in Finland in November 2011 • All products presented with pictures, a
Slide 24: Growth Strategy
GROWTH STRATEGY • Moderate expansion in the near future – Approx. 3–5 stores annually in 2012–2013 – Focus on St Petersburg and Moscow and their nearby cities during 2012 and 2013 – Continuous following of store profit, unproductive stores will be closed – Refurbishing existing stores • Developing t
Slide 25: Seppälä Club
SEPPÄLÄ CLUB • Seppälä Club was launched in Finland in 2008 and in the Baltic countries in 2010 • Today Seppälä Club is a community of 700 000 Finnish and Baltic women interested in fashion • Seppälä Club offers customers fashion trends, happenings and special offers • Seppälä Club members receive f
Slide 26: Paola Suhonen by Seppälä
PAOLA SUHONEN BY SEPPÄLÄ • Co-operation with the famous Finnish designer Paola Suhonen • Special collection with 13 products Marketing: Short film (27 min) produced and shot by Paola Suhonen tv, fashion magazines, online advertising Press launch 17 August In stores 1 November 2011 26
Slide 27: Autumn Fashion – Trust Yourself
AUTUMN FASHION – TRUST YOURSELF • New differentiating marketing concept – Trust Yourself - Encouraging women to enjoy fashion and look good - Core idea from the Seppälä mission • Supermodels of your own life, vol. 2 - New campaign faces are well known people with self confidence, charisma, passion a
Slide 28: Thank You
_ Thank You ChNACUBO