MISSION STATEMENT

Youthful, modern, feminine clothes and accessories with an attitude. BSB offersquality products combined with cutting edge design for young women with style.Women who love fashion and feel attractive while enjoying their femininity. The aimof BSB is to provide a unique shopping experience.

THE COMPANY

BSB Company, after 32 years running, holds nowadays a leading position in the field of women’s fashion.Today, it has an extensive network that comprises 100 exclusive BSB stores. The company’s distributionnetwork is also extensive, with more than 200 associated multi brand stores in major cities in Greece andabroad.The company’s international vision is expressed through an ambitious plan to operate abroad, currently havinga strong presence in a total of 12 countries. The company’s headquarters are located in privately ownedpremises in Athens, in a total surface of 22,000 squares meters. The unique building with the sophisticatedareas expresses the whole philosophy of BSB! The modern architectural spaces constitute an importantprerequisite for the company directly linked with the look and aesthetics developed for the brand.

The target group of BSB is women between 18 to 34 years who love fashion, live a modern lifestyleand want to express their personality and their femininity through their wardrobe choices.The undoubted quality of the end product, a result of the high standards set by BSB, combined with design,production flexibility and planning are the fundamental elements of brand excellence. These are the keypoints that have enabled BSB to infiltrate and establish itself in a strong competitive environment in which BSBalready holds a dominant position.Apart from clothes, during the last years BSB has entered dynamically the industry of accessories and footwear,creating a total look for young women. Also, in early 2008, BSB became the first company that created a newrange of ecological and environmentally friendly products made of 100% organic cotton.The company’s development is mostly based on the experienced and highly skilled staff in every sector ofactivity. BSB currently employs 300 permanent employees and more than 300 persons in the franchise stores.

BACKGROUND

History

1980This year marks the starting point for the creation of BSB. Inspired by the trends that highlightthe value of refined femininity, BSB provides a unique dimension to the final design and opensa new chapter in branded women’s clothing.

1987BSB penetrates the retail trade. The first BSB exclusive store provides an opportunity to customerto get acquainted with the values of the BSB brand. A two-way relationship is established,aiming to create a real shopping experience for each customer.

1994The franchising method is developed, as important business partners in Greece seek tobecome BSB associates and embrace its philosophy.

1998BSB adopts the philosophy of “total look”, (accessories and footwear for a complete image),which reflects the overall philosophy of the company.

1999The BSB branded range of denim has been developed. BSB cooperates with famous Europeanfactories producing denim fabric and in conjunction with the continuous processing of the finaldesign, makes BSB one of the biggest names in the denim industry.

2004BSB begins its wholesale activity in Turkey through its subsidiary Life Style Agent.

2007BSB moves to new privately owned buildings, covering a total area of 22,000 square meters.The new headquarters are located on the 10th km of the National Road of Athens - Lamia inNea Philadelphia.

SOCIAL RESPONSIBILITY/ SPONSORING

2012• BSB in collaboration with Coca Cola Light creates the accessory – symbol of the global campaign“Feel Your Heart” with the purpose of informing Greek women about heart diseases. All the profitsfrom the sales of the scarf which are currently being sold at selected BSB stores will be donated to theGreek Heart Association.

• BSB sponsors the TV entertainment show “DANCING ON ICE” where it dresses the participatingcelebrities and trainers through all their coaching and backstage videos. Branding is highly visible inthe training areas and shoots of the show.

2010• BSB cooperates with ANTENNA TV CHANNEL and the famous NEXT TOP MODEL show which isstrongly connected with fashion and BSB’s target group. The winner of the show will be the model forFall / Winter 2010-11 BSB Look Book.

• Further International expansion in Moscow, Sofia, Minsk and Cyprus

2008•BSB is the first company in Greece that created and provided a range of products made of 100% ecologicaland environmentally friendly materials, a fact that demonstrates the company’s social responsibility. In all thephases of the production pro-cess, these items are carefully designed for the maximum protection of the planet.

•BSB is sponsoring the international film festival “PLATFORMAVIDEO” that highlights the work ofyoung artists from around the world with particular emphasis on short and medium length films createdby use of video and new media.

• BSB continues its expansion and opens first store in Moscow

2007• BSB had an active participation in the Love Telemarathon that

was hosted for the second consecutive year by the ANTENNAGroup for the financial support of 12 institutions fostering children.For this purpose, BSB undertook to design and exclusivelysell special T-shirts in the BSB shops in Greece and Cyprus.

• BSB innovates and sponsors a different type of event, a truly alternativefashion suggestion: The exhibition “... Rip & Wrap Paper Fashion!”,which is a tribute to the most original material in the history of clothing:paper. The exhibition was presented at the Benaki Museum and gavethousands of visitors the opportunity to admire 99 rare original PaperDresses (ie disposable paper dresses of the 60s, such as «Souper

Dress» in drawing of Andy Warhol).

2006BSB sponsors the European Water ski Championship 2006.

2005BSB becomes the official sponsor of the Hellenic Cancer Society, havingthe exclusivity in designing, producing and distributing the clothes that

bear the “4 circles of life”.

2004BSB is the Official Sponsor of the Hellenic Gymnastics Federation(Rhythmic Sport Gymnastics, Gymnastics and Trampoline). Thecompany aspires to boost the efforts of the Greek athletes to attain themaximum distinction in the Athens 2004 Olympic Games.

AWARDS2012The Corporate Superbrands Greece 2011-2012 institution, awards BSBas the leading and most recognizable company logo/brand in Greece.

2009The BSB is awarded for the Fall / Winter 2008 TV commercial at theMontreux Festival. A great distinction for BSB since the MontreuxFestival is one of the most important advertising festivals in the world.

2008The significant title of “Forever Friends International Licensee award •Outstanding Apparel Licensee of 2003 • 2008” is given to BSB.

2005The Athens Chamber of Commerce and Industry (ACCI), honors BSBwith the Award for the Best Labeled Product.

2004BSB wins the Retailer of the Year award that acknowledges BSB as theLeading Retail Chain of the year 2003.

2009The BSB is awarded for the Fall / Winter 2008 TV commercial at theMontreux Festival. A great distinction for BSB since the MontreuxFestival is one of the most important advertising festivals in the world.

2005The Athens Chamber of Commerce and Industry (ACCI), honors BSBwith the Award for the Best Labeled Product.

2004BSB wins the Retailer of the Year award that acknowledges BSB as theLeading Retail Chain of the year 2003.

2004BSB wins the Retailer of the Year award that acknowledges BSB as theLeading Retail Chain of the year 2003.

PRODUCT LINESBSB Collection: feminine modern clothes for ‘formal’ occasions, clubbing, or an elegant businessappearanceBSB Jeans: casual clothes for all day with the denim line as its highlightBSB Accessories: collection of shoes, bags and bijouxBSB Juicy: bathing suits and underwearBSB Eyes: a new line of fashion sunglasses and eyeglasses.Forever Friends: the famous British brand with the adorable bear, has its own fashion line of sportyoutfits for those women who want to feel feminine at the gym or any casual occasio

PRICEThe prices that have been set reflect the excellent quality, the innovative design and the extensivetreatment of the items.

PEOPLEBSB is based on people who adopt its philosophy and embrace its vision. The BSB employees aredynamic, flexible and creative and each of them, from his/her own post, contributes significantly to theachievement of short and long term goals.The BSB executives develop initiatives, have ambitions and handle matters with the necessaryprofessionalism, creating opportunities for development in a friendly and meritocratic environment.The company employs trained executives who visit the stores regularly and educate its employeesabout all aspects of operation. Relevant manuals are available to the staff of the BSB stores whileannual training programs are organized with external partners in areas that are deemed especiallyimportant for the operation of shops

Commercial ManagementThe purpose of the marketing and sales department is to closely monitor and improvecooperation with the stores and their effective relationship with the end customer.The marketing, advertising and communication department of the company has developed acomprehensive and effective plan with the media.This plan promotes and ensures high brand image in the market. The experience ofthe executives and their modern way of thinking as well as the continuous search forrenewal and innovation contribute to the strategy chosen by BSB for its promotion.Our highly trained sales team offers specialized services to the customers by providing continuousinformation related to the fashion industry. As a result, a strong bond has been establishedbetween the customers and the company which is based on mutual trust and appreciation.

BASIC PRINCIPLESOF DEVELOPMENT

LogisticsBSB holds one of the most advanced Logistics department in thegarment sector. It has modern proprietary facilities, specially designedinfrastructure and uses cutting edge technology in the field of Logisticsin order to handle the demanding clothing supply chain, achieving fastertime management always according to the highest quality and safetystandards. In this way, BSB ensures that the products will reach theshelves in time with precision and optimum quality.

Information Technology (IT)During the last years the company invested a substantial amount inthe modernization of the computer system (software - hardware) inGreece and abroad. This gave BSB a comparative advantage, raisingthe technological bar to high international levels. The IT Department ofBSB is entirely responsible for the smooth and orderly operation of thecomputer systems. The daily goal of the department is the continuouslygrowing and optimum provision of support and information to the users.

PLACEThe company’s target is to promote in the best possible way the style of thebrand, to ensure its high image and to transmit its identity to the customer.Important ‘vehicles’ of communication between the brand and the endcustomer are the extensive network and the strategic placement of the shops,the impressive shop windows, the architecture and design of the premises andthe professional merchandising.Every store that bears the company’s name meets all necessary specificationsdirectly linked to the strategic choice of the point of sale and the appropriatestaff. The company places great emphasis on the architecture, the materialsthat are used and the decoration of the shops in order to ensure that theyall express the contemporary character, the attitude and the culture of thebrand. Particular emphasis is also put on the shop windows that are directlyassociated with the philosophy of BSB and are intended to promote both theimage and the single corporate identity of BSB. The company believes in andinvests on the creation of a unique shopping experience for customers in aluxurious, contemporary, modern and friendly environment.

PROMOTIONThe advertising “action” of BSB started with successful stepsfrom the beginning.The communication strategy of the company is now one ofthe key drivers of success leading to the high recognition ofthe brand. Through an elaborated communication plan, BSBis currently the biggest advertised company in the fashionindustry, holding always a privileged position in the media.TV, cinema, periodic & economic press, outdoor advertisingand various public relations programs are selected with criteriaassociated with the target group, the position and the sustainabledevelopment of the company. Furthermore, various below theline activities are held, aiming to increase the traffic, the sales andthe customers’ loyalty.During this advertising process, all media are selected accordingto criteria that are entirely consistent with the profile and thephilosophy of BSB, so as to always ensure the successful andaccurate communication of the message that characterizes eachadvertising campaign of the company. The choice of partners isa key issue for the company, and for this reason we cooperatewith the most distinguished partners in the field. Famous fashionphotographers are always behind the camera to capture thefashion trends worn by international top models. The biggestnames in fashion such as Coco Rocha, Elise Crombez and LucaGadjious have been occasionally muses of BSB and highlightedthe brand’s collections. The final touch in the impeccable imageof all the BSB advertisements is completed by notable partnerswho are responsible for the art direction, styling, make up andhair style and who embrace the philosophy of the company.

BSB STORES

International Presence ExclusiveBSB Stores

GreeceRomaniaCyprusLebanonTurkeyBulgariaAlbaniaArmeniaBelarusSwitzerland

Total

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61231121

102

BSB COMPETITIVE ADVANTAGES

1) Strong and diverse brand value.

2) High Brand Awareness.

3) Two design collections (BSB jeans - BSB collection) offering total look, in affordableprice and excellent quality standards (value for money), according to the latest trends inglobal fashion.4) Very wide variety in each design collection and new designs every season (Fall,Winter, Spring, Summer) - Production capacity & flexibility.

5) Particularly well developed retail network: BSB shops, BSB points, Shop in shop,multi-brand stores in Greece and abroad.

6) Very successful selection of the BSB shops (regarding their position in commercialmarkets, the market dynamics and the potential of the selected building).

7) Differentiated store architecture, innovative and professional merchandising, thatchanges at regular intervals.

8) Continuous monitoring of stores so that each partner embraces the philosophy ofBSB (with respect to service, the aesthetics and image of the store, as well as to thehuman profile). Continuous training of the staff through seminars.

9) Differentiated communication strategy according to international standards.Aggressive policy in various media: periodic & economic press, television, cinema, radio,outdoor, sponsorship, internet.

10) Well organized and structured departments

11) Dedicated, qualified and perfectly trained staff.

12) Growing progress.

BSB S.A.

10th klm of NATIONAL ROAD ATHENS - LAMIA

N. PHILADELPHIA, 143 42

ATHENS - GREECE

TEL: (+30) 210 250 9000

FAX: (+30) 210 251 0311

www.bsbfashion.com

e-mail: info@bsbfashion.com