The first store of Detsky Mir children's goods chain will open in February in Minsk at the Euroopt hypermarket. The area of the store will be 1690 sq. m. In the Republic of Belarus, the Detsky Mir network will be developed under the Detmir brand.
According to the company's press release, the new brand sound completely repeats the name of the site detmir.ru in Russia and detmir.by in Belarus, is based on the principles of an omnichannel business strategy and corresponds to modern trends for simplification and reduction of familiar names.
The Detmir network in Belarus will present a wide range of goods for children from 0 to 12 years: clothes and shoes, goods and food for newborns, toys for boys and girls, goods for early and school development of children and adolescents - more than 30 thousand in total items. At the same time, the assortment of chain stores in Belarus will be formed within the framework of the strategy for the maximum representation of Belarusian goods, so in the category "Baby Food" the share of Belarusian goods will be 35%. Detmir plans to achieve similar indicators in all product categories. According to the results of the 2018 year, the volume of Belarusian goods sold in the Detsky Mir retail network in Russia amounted to more than 400 million Russian rubles.
Group of companies "Detsky Mir" unites the retail chain of stores "Detsky Mir", the chain of stores ELC (in Russia) and ABC, the chain of goods for animals "Zoozavr". As of December 31, 2018, the Detsky Mir chain of stores is represented by 673 stores in Russia and Kazakhstan, located in 237 cities of Russia and 15 cities of Kazakhstan. The ELC retail network in Russia is represented by 57 stores, the ABC chain - 9 stores. The Zoozavr chain of goods for animals is represented by 4 stores. The total sales area of the stores of the Group of Companies is 768 thousand sq.
The revenue of Detsky Mir Group in 2017 amounted to 97,0 billion rubles, adjusted EBITDA amounted to 10,7 billion rubles, and adjusted profit amounted to 5,5 billion rubles. Shareholders of the Company: PJSC AFK Sistema - 52,10%; Russian-Chinese Investment Fund (RCIF) - 14,03%, other shareholders owning less than 5% of the shares - 33,87%.