Detsky Mir Today

Detsky Mir Group is a multi-format digital retailer and the 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 74 years of history.

The Group comprises the Detsky Mir and the Detmir Mini retail chains, the online store and marketplace, as well as the Zoozavr pet supplies retail chain. The Company operates a retail chain of 916 Detsky Mir stores located in 445 cities in Russia, Kazakhstan and Belarus, 110 Detmir Mini stores, as well as 93 Zoozavr stores as of 31 December 2021. The total selling space was approximately 981,000 square meters.

Detsky Mir Group is strengthening its leading position in the children’s goods market and has maintained high top-line growth over recent years. Detsky Mir Group’s revenue increased by 15% year-on-year to RUB 164.3 bn in 2021.  

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 40% year-on-year to RUB 54.9 bn in 2021. Online revenue share in total revenue was 36% in Q4 2021.

The Company’s target audience is medium-income families. The total assortment of Detsky Mir features around 920 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.