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Company Presentation December 2018 Lotta Lyrå Pär Christiansen President and CEO CFO

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Company Presentation December 2018 Lotta Lyrå Pär Christiansen President and CEO CFO Company presentation December 2018 Lotta Lyrå Pär Christiansen President and CEO CFO Experience: Experience: • Joined Clas Ohlson in 2017 • Joined Clas Ohlson in 2018 • Board member of MatHem, SCA and Svensk • Previously CFO at GANT, Group CFO at Handel Transcom, CFO at MTR and various senior positions at SAS • Previously Head of Development & Expansion at IKEA Group and various positions at Södra Skogsägarna and McKinsey & Co Education: Education: • MSc, Stockholm School of Economics • MSc, Faculty of Engineering LTH at Lund University • BSc, Lund University School of Economics and Management 2 TABLE OF CONTENTS 1. Introduction to Clas Ohlson 2. Key investment highlights 3. Brief Q2 2018/19 and November sales update 4. Appendix Introduction to Clas Ohlson Sales Sales LTM Q2 FY18/19 SEKm Sales CAGR Outside Nordics Clas Ohlson at a glance 3% 8 544 7 990 8 211 7 330 7 602 Finland 6 808 12% This year, Clas Ohlson celebrates 100 years. Clas Ohlson is present in five geographical Sweden markets, employs over 5,000 employees and has annual sales above 8 SEK bn. While 44% much has happened since 1918, one thing remains the same; Clas Ohlson wants to help and inspire people to improve their everyday lives by offering smart, simple, practical Norway solutions at attractive prices 40% FY13/14 FY14/15 FY15/16 FY16/17 FY17/18 LTM Q2 FY18/19 1918 Clas Ohlson was founded in 1918 as a mail order business based in Injsön, Sweden, where it is still headquartered 891 SEKm 933 SEKm 265 SEKm About 40% of Clas Ohlson’s purchases are made directly via in-house purchasers 90 95 42 Sales CAGR 13.3% over the last 20 years 2381) stores in 5 countries Online sales CAGR 28.9% between FY13/14 - LTM Q2 FY18/19 with more digital 2) initiatives under way 40 million customers annually 8,544 SEKm sales LTM Q2 FY18/19 Family-owned since 1918 539 SEKm EBITDA LTM Q2 FY18/19 OUTSIDE NORDIC COUNTRIES UK GERMANY Sales Q2 FY18/19 69 SEKm 6 4 Stores October 2018 Clas Ohlson markets Source: Company information. Note: 1) As of November 2018. 2) Total number of customers FY17/18. 4 Introduction to Clas Ohlson A wide assortment leading to a constant customer demand Home Electrical Leisure Hardware Multimedia Spare parts Source: Company information. 5 Introduction to Clas Ohlson Company history 1918 1968 1985 1991 1999 2002 2008 2015 2016 2017 2018 • Clas Ohlson & • Clas Ohlson • Sales exceed • Clas Ohlson • Clas Ohlson is • Clas Ohlson • Clas Ohlson’s • Clas Ohlson is • Clas Ohlson • Current CEO • Clas Ohlson Co is founded on celebrates 50 100 SEKm for the continues to listed on the continues its first store outside named Sweden’s opens its first Lotta Lyrå joins celebrates 100 27 June. The “& years first time in the expand. The Stockholm stock international of the Nordics strongest brand store in Germany. Clas Ohlson from years Co” is for Clas’s • For the first time company’s company’s first exchange in expansion by opens in the in the category Germany and IKEA Group. She • Clas Ohlson’s half-brother Emil history store in Norway October opening a store United Kingdom “Other retail” by U.K. sales is Clas Ohlson’s the company th products can now Pettersson recognises • Clas Ohlson is opened • Trading starts at in Finland. It is - Today there Evimatrix account of 3% of 6 CEO since the be delivered the company’s Swedish Brand Clas Ohlson’s company’s • The business is annual sales in starts mail order - As of 106 SEK and th are 6 Clas directly to run from a excess of 10 sales in Norway, September peaks at 146 29 store Ohlson stores Award sales as of LTM inception in 1918 customers’ basement in the SEKm establishing the 2018, there SEK during the - Finland in the United • The company’s Q1 FY18/19 • Mrs. Lyrå initiates homes via village of Holen company’s first are 90 Clas first day accounts for Kingdom as 200th store is Clas Ohlson’s MatHem’s digital • The first international Ohlson stores 12% of Clas well as an opened in strategic platform catalogue, which subsidiary in Norway Ohlson’s online offering Karlstad, Sweden overview, with • Click & Collect is contains only - The annual sales initiatives such as introduced on all drawings, is Norwegian as of LTM Q1 a strategic Clas Ohlson’s printed and ads market FY 18/19 cooperation with home markets MatHem for the new accounts for • Total return on venture are 40% of Clas the Clas Ohlson placed in the Ohlson’s share since the magazine Triumf sales in LTM IPO is c. 760% Q1 FY18/19 6 Introduction to Clas Ohlson 20 years of uninterrupted sales growth Clas Ohlson 2017 10% stake in 10x MatHem acquired larger MSEK 2016 in December First store in Germany opens 2008 8 544 First store in 7 990 8 211 the U.K opens 7 330 7 602 2002 6 808 6 260 6 519 First store 5 828 1999 in Finland opens 5 556 Clas Ohlson is listed 4 930 on Nasdaq Stockholm1) 4 662 4 101 in October 3 568 2 955 2 510 2 131 1 732 1 349 1 067 678 830 97/98 98/99 99/00 00/01 01/02 02/03 03/04 04/05 05/06 06/07 07/08 08/09 09/10 10/11 11/12 12/13 13/14 14/15 15/16 16/17 17/18 LTM Source: Company inforrmation. Q2 18/19 Note: 1) Nasdaq Stockholm is the current name of the Stockholm stock exchange. 7 Introduction to Clas Ohlson Clas Ohlson moving forward Increased focus on further profitable growth in the Nordic region 1 • Below 10% market share in the growing market Strong foundation to build on 2 • Consumers like Clas Ohlson – consumer awareness and purchase consideration are high § Large potential in further commercialising full offer • Product assortment has increased by 15% over the last four years, which has extended the long-tail of underperforming products 3 • One item receipts comprise 40% of all transactions – large potential for increased cross-selling • Clas Ohlson has historically invested in the wrong types of promotions Opportunities to simplify and streamline operations • Lead-times toward customers are too long 4 • In-store inventory build-up • Clas Ohlson is currently behind best-in-class retailers in regards to buying direct as well as indirect goods • Online focus outside the Nordics and closure of store network in the UK and Germany will reduce complexity Embracing digital • Online sales comprise only c. 5% of total sales and are lagging behind overall market penetration 5 • Historical investments in digital capabilities have not been sufficient • Centralising online operations outside the Nordics to London secures presence in one of Europe’s most advanced online markets Source: Company information. 8 Introduction to Clas Ohlson Retail in change • Rapidly changing landscape • Customer behaviour is changing • Tough competition for share of customers’ wallet • Challenging the cost structure is key to profitable growth 9 Introduction to Clas Ohlson Strong focus on sustainability Acknowledged sustainability work Collaborations and partnerships In May 2018, Clas Ohlson was rewarded the “Sustainable Store Chain of the Year” in Sweden during Save the Children The Retail Awards. Clas Ohlson’s sustainable products and services were highlighted Sedex Earlier in 2018 Clas Ohlson was acknowledged for its work together with QuizRR at the Sedex Awards UN Global Compact in London. QuizRR trains Clas Ohlson’s Chinese suppliers in important areas such as employee rights, health and safety. At the time of the award, the training programme comprised over 9,000 training courses in 26 different factories, reaching over 4,000 factory workers From here to sustainability A sustainable value chain… ...through a sustainable strategy “From here to sustainability” is Clas Ohlson’s motto Clas Ohlson aims to wholly integrate sustainability Clas Ohlson identifies three main areas describing how for how the company incorporates environmental and into the value chain. Sustainability is deemed crucial the company’s strategy contributes to a resource- social aspects into its strategy and organisation. The in order to: efficient value chain: ambitions are: Realise the company’s vision Develop a sustainable product offering A sustainable value chain Create a sound basis for long-term profitability Develop and market resource-efficient service A sustainable customer offering Stay one step ahead of stakeholder expectations offerings contributing to a circular economy Create opportunities to decrease CO2-emissions from e-commerce and home deliveries Source: Company information. 10 TABLE OF CONTENTS 1. Introduction to Clas Ohlson 2. Key investment highlights 3. Brief Q2 2018/19 and November sales update 4. Appendix Key Investment Highlights Key investment highlights 1 ● Steadily growing market with limited cyclicality Attractive market ● Market transition providing attractive opportunities 2 ● Leading position on a 90 SEKbn Nordic market Leading market position ● Clas Ohlson is one of the most recognised and trusted brands in Sweden, Norway and Finland ● Strong and loyal customer base 3 ● Strategy defined in CO100+ action programme and new approach for market presence outside the Nordics Compelling opportunities ● Initiatives are being taken to achieve both cost savings and move up the value chain ● Appealing opportunities to further strengthen the offering via strategic partnerships and M&A 4 Strong management team ● Management team with broad experience from diverse industries 5 ● 20 years of uninterrupted sales growth with strong cash flow, solid balance sheet and stable ownership Strong financial track record structure ● Financial strength to deliver short- and long-term shareholder value 12 Key Investment Highlights 1 →Attractive market 2 3 4 54 Clas Ohlson’s Nordic market opportunity 9.6 9.2 2.7 SEKk million Nordic 90 x annual household spend households in Clas Ohlson categories SEKbn 2.3 Nordic market size 4.6 3.41) 2.42) Source: Company information, Statistics Sweden (SCB.se), Statistics Norway (SSB.no), Statistics Finland (Stat.fi).
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