BRAND OVERVIEW

For Franchise Partners

BALTIKA GROUP

• Fashion retailer

• Five retail concepts: Monton, Mosaic, Ivo

Nikkolo, Baltman and Bastion

• Five retail markets: Estonia, Latvia,

Lithuania, Russia, Ukraine

• 2013: 113 stores, including 97 brand

concept stores and 19 multibrand stores

• Vertically integrated business model

(Group controls all stages of the fashion

process: design, manufacturing, supply

chain management, distribution/logistics

and retail sales)

• Over 1200 employees

• www.baltikagroup.com

MOSAIC BRAND

• Mosaic was launched in 2006

• New brand visual identity and store concept in 2011 in co-operation with international agency Dan Pearlman

• Mosaic collection is sold in 132 stores:

• 34 concept stores

• 19 Baltika Group multibrand stores

• 79 stores through wholesale partners

• Main wholesale partners are Peek & Cloppenburg, Stockmann and Tallinna Kaubamaja

• 2011 retail sales: 15.5 mln EUR

• Central logistics centre is located in Tallinn, Estonia

MARKETS PORTFOLIO IN BEGINNING OF 2013

Retail and wholesale regions by stores

Region

Retail

stores

Wholesale

stores

Grand

Total

Baltic states 23 24 47

Russia & CIS 11 27 38

Western & Eastern

Europe 26 26

Grand Total 34 77 111

BRAND POSITIONING

BRAND VALUES & STATEMENT

Values

• Welcoming

• Comfortable Elegant

• Joyful

• Confident

• Reliable

• Relaxed Urban

Statement

• Mosaic is an international brand for women and men, who are

practical and family-centered and have a need for

uncomplicated and reliable fashion for work and for leisure in

the city and outdoors

TARGET CUSTOMER

Customer profile

• Women and men

• Mindset 35+

• Has an average income

• Work as specialists, middle level managers or civil cervants

• Family-oriented

• Values traditions and is socially active

• Practical and needs based buying behaviour

• Wants to look elegant and stylish, prefers clothes that make him/her look younger

FINANCING

Shop 100 м2

Investment on equipment 0 - 25,000 (250/м2) EUR

First intake EXW 20,000 EUR

Replenishment of 6 months 67,000 EUR

Marketing fee 10,000 EUR

Total 97,000 - 122,000 EUR

COLLECTION

COLLECTION KEYWORDS

• Practical

• long-lasting and easy to

combine styles

• Fashionable & Elegant

• understandable trend lines

and details for Mosaic target

customer

• Quality

• based on the product

longevity as well as value

PURCHASE PLANNING & QUALITY MANAGEMENT

Brand will prepare a product collection for each store based

on the following criteria:

• Shop size and agreed sales potential

• Agreed departmental and category sales mix

• Profile of the store (formal / casual and fashion stance)

• Seasonality of the location

• If needed, replenishment stock service can also be offered

(subject to availability)

• The allocation will be sufficient to cover the agreed sales

potential at an agreed level of sell through and discount

SEASONAL

MARKETING MATERIALS

OVERVIEW

• For every season we produce following materials that are used in different marketing and PR materials:

• Image photos

• Autumn/winter & spring/summer

• Catwalk photos

• Product photos

• Stylebook

• Helps shop personnel to make layout and window sets

• Web page

• Social media

• Video clip of image photos photoshooting

• Clip with seasonal image photos

• PR materials:

• Pressroom in English enables to download all image, catwalk and product photos and contains also illustrated trend texts

• Press releases and press event support

IMAGE PHOTOS

CATWALK AND PRODUCT PHOTOS

*These are just some examples!

MOSAIC-FASHION.COM

• Updated 4 times per year, twice in season

• In 6 different languages – EE, LV, LT, UA, RU and EN

LOYAL CUSTOMER E-MAIL

SALE E-MAIL

FACEBOOK.COM/MOSAICFASHION

• MOSAIC is active in Facebook

• Spring/summer fashion show was shown in live to

Facebook fans on MOSAIC fanpage

• The channel enables to give quick information about new

arrivals and bring clients more closer to the brand

INSTORE COMMUNICATION

• Brand uses instore communications to communicate

collection mix&match possibilities and good

prices/special offers

• Mosaic SALE communication is red

SALE MATERIALS

SHOP DESIGN

SUMMARY & CONTACT

BRAND STRENGTHS & BENEFITS

• Design-led collections

• Strong formal wear collection and easy to wear and

combinable smart casual collection

• Attractive entry prices

• Wide size range and good fitting

• Strong quality control

• Contemporary shop design concept

• Long-term experience in working on international markets

• Continuous brand development

HEAD OFFICE

AS Baltika

Veerenni 24

EE-10135 Tallinn, Estonia

Tel +372 630 2731

Fax +372 630 2814

franchise@baltikagroup.com

www.baltikagroup.com