Detsky Mir Today

Detsky Mir Group is a multi-format retailer and Russia’s largest specialized children’s goods retailer. The Group comprises the Detsky Mir retail chain, 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 71 in 2018, 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 43 Russian cities. As of 2018, the total number of Detsky Mir Group stores was 743, comprising 673 Detsky Mir stores and 66 ELC stores in 252 Russian and Kazakhstani cities, while the total selling space reached 768 thousand 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 100 new Detsky Mir stores were opened in 2018. Detsky Mir stores achieved over 220 million of visitors in 2018. Detsky Mir Group’s revenue in 2018 increased by 14.3% year-on-year, amounting to RUB 110.9 billion with a market share of 23%.   

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 89.2% year-on-year to RUB  8.8  bn in 2018. Online business revenue share in total revenue was 7.9%.

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.


Sergey Levitsky
Head of Investor Relations
+7 495 781-08-08 ext. 2315