Detsky Mir Today
Detsky Mir Group is a Russia’s and Kazakhstan’s largest specialized children’s goods retailer
Detsky Mir Group is a multi-format retailer, as well as Russia’s and Kazakhstan’s largest specialized children’s goods retailer. The Group comprises the Detsky Mir and the Detmir.ru retail chains, ELC (Early Learning Centre in Russia) and the ABC retail chains, as well as the Zoozavr pet supplies retail chain. The brand of Detsky Mir turned 72 in 2019, and it’s one of the most identifiable brands among children’s goods retail chains.
PJSC Detsky Mir owns the “Detsky Mir” trademark and manages all stores within its retail network. Detsky Mir Group is also developing a chain of ELC stores in Russia. To date, the ELC retail chain is represented by stores in Moscow and 24 Russian cities. As of 2019, the total number of Detsky Mir Group stores was 842, comprising 766 Detsky Mir stores located in 293 cities in Russia, Kazakhstan and Belarus, 4 Detmir.ru stores, as well as 49 ELC, 13 ABC and ten Zoozavr stores. Total selling space was approximately 843,000 square meters.
A typical supermarket within the Detsky Mir retail network features around 20–30 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. The Company’s target audience is medium-income families, representing the majority of shopping mall visitors.
Detsky Mir Group is strengthening its leading position in the children’s goods market and has maintained high rates of development over recent years. A total of 101 new Detsky Mir stores were opened in 2019. Detsky Mir stores achieved over 244 million of visitors in 2019. Detsky Mir Group’s revenue in 2019 increased by 16.1% year-on-year, amounting to RUB 128.8 billion with a market share of 26%.
The Company’s online segment remains its fastest-growing sales channel since launching in 2011 – therefore, now children’sproducts can be ordered via home or office delivery, as well as in-store pickup. The revenue generated by the online store increased by 65.2% year-on-year to RUB 14.5 bn in 2019. Online business revenue share in total revenue was 15.7% in Q4 2019.
The main shareholder of the Company is PJSC Sistema ‒ a public Russian diversified holding company that serves about 150 million consumers in such industries as telecommunications, high technologies, banking services, retail, timber processing, agriculture, real estate, pharmaceutics, tourism, and medical services. The company was founded in 1993.