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 73 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. The Company operates a retail chain of 832 Detsky Mir stores located in 331 cities in Russia, Kazakhstan and Belarus, 16 Detmir Pickup stores, as well as 20 Zoozavr stores as of 31 December 2020. The total selling space was approximately 897,000 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 11% year-on-year to RUB 142.9 bn in 2020.
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. Online revenue share in total revenue was 30% in Q4 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.