1 Annual Report 2018
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1 Annual Report 2018 Contents About This Report 4 2.5. Risk Management 120 Chief Executive Officer’s Statement 6 2.6. Dividends 125 Key 2018 Results 8 3. Sustainable Development 126 Key 2018 Events 10 3.1. Sustainable Development Approach and Cooperation with Stakeholders 128 Detsky Mir’s Investment Case 12 3.2. CSR Strategy 132 Award and Customer Recognition 16 3.3. HR Policy 134 1. Strategic Report 19 3.4. Charitable Activities 142 1.1. Detsky Mir’s History 20 3.5. Environmental Responsibility 150 1.2. Company Overview 22 1.3. Strategy Overview 28 Appendices 155 1.4. Market Overview 34 2 Statement on Compliance with the 3 1.5. Business Model 48 Corporate Governance Code Principles 156 1.6. Retial Business Concept 54 Information on Major Transactions 2018 184 1.7. Growing Omnichannel Sales 59 Information on Related-Party 1.8. Customer Service and Brand Transactions in 2018 184 Management 66 Information on Transactions with 1.9. Supply Chain 74 the Compnay’s Shares by Members of Management Bodies in 2018 186 1.10. Product Safety 86 Contacts 187 1.11. Procurement 89 Attachment: 1.12. Supply Chain 91 Consolidate Financial Statement 1.13. Information Technology 93 1.14. Financial Overview 95 2. Corporate Governance 100 2.1. Corporate Governance Practice 102 2.2. Corporate Governanca Bodies 104 2.3. Remuneration 117 2.4. Anti-Corruption Efforts 118 Annual Report 2018 About This 4 5 Report This is the Annual Report for the period from financial statements. Although the Company Disclaimer on Forward-Looking Statements The Company does not make any representation 1 January 2018 to 31 December 2018 detail- has been applying IFRS 16 Leases since or warranty that the results anticipated by such ing the activities of Public Joint Stock Company 1 January 2018, key financial metrics in the This Annual Report has been prepared based forward-looking statements will be achieved. Detsky Mir and its subsidiaries referred statements have been compared as if IFRS 16 on the information available to the Company The Company shall not be liable to any indi- to as Detsky Mir Group (“Detsky Mir Group” had not been applied, as comparative informa- as at the time of reporting, including informa- vidual or legal entity for any loss or damage or the “Group”). PJSC Detsky Mir is the parent tion for 2017 has not been restated when transi- tion obtained from third parties. The Company which may arise from their reliance on such for- of the Group, providing consolidated informa- tioning to the new standard. reasonably believes that this information is com- ward-looking statements. tion on the financial and operating activities plete and accurate as at the publication date of the Group’s key assets used to prepare this This Annual Report has been verified by the of this Annual Report. However, the Company Annual Report. Audit Commission and approved by the does not make any representation or warran- Board of Directors and the General Meeting ty that this information will not be updated, The list of subsidiaries included in this Annual of Shareholders. revised, or otherwise amended in the future. Report and PJSC Detsky Mir’s shareholdings This Annual Report includes estimates or for- in the subsidiaries are disclosed in the notes This Annual Report may contain errors in shares, ward-looking statements related to operating, to the IFRS consolidated financial statements percentages, and sums due to rounding. financial, economic, social, and other metrics for 2018. Due to rounding, indicators in this Annual that can be used to assess the performance Report may differ slightly from previously report- of PJSC Detsky Mir and Detsky Mir Group. This Annual Report is based on operational an- ed ones. alytics and indicators in the IFRS consolidated Annual Report 2018 Throughout 2018, their share in the total sales past year. Detsky Mir fulfilled over 5.1 million high-quality and safe goods at affordable Chief Executive of our retail chain in Russia grew to 33%. We online orders in 2018, while the revenue in this prices. Charity projects aimed at improving closely monitor demand and continuously devel- segment almost doubled. These achievements the quality of life for children, including those Officer’s op and improve our toy assortment with a focus were driven by expanded delivery coverage in difficult life situations, remain a top priority on quality and exclusive offers. and improved customer services, and we are for us. The Detsky Mir Charitable Foundation Statement maintaining our focus on improving service level provided a total of RUB 630 million in charita- Developing private labels and signing direct throughout the order process. The share of on- ble assistance throughout 2018, including our Dear Shareholders! contracts with large international manufactur- line orders ready for pickup at any retail store own funds and raised funds. ers enables us to offer our customers popular within an hour increased in the reporting period In 2018, Detsky Mir Group reinforced its lead- children’s goods at the best prices in the mar- from 45% to 90%. The Detsky Mir team will maintain its focus ing position in the children’s goods market and ket thanks to high production volumes and the on business growth, performance improvement, improved its business process efficiency. New absence of intermediaries. In 2018, the share In 2018, we launched a mobile application for and increasing profitability. Our sharehold- store openings, a doubling in online sales, of private labels and direct imports increased consumers which enables them to not only ob- ers can rest assured that they made the right and a 31.6% net profit growth – these are only to 36.1%. tain a loyalty card, but also check their current investment decision. The targets we have met some of our achievements from the past year. bonus points balance and transaction history, and the promises on which we have delivered Despite the stagnating children’s goods market Last year, we launched a new retail chain, as well as monitor discounts. This is an interme- in the past are strong evidence of our success. in Russia, our company is continuing to grow ABC, offering toys for children aged 0 to 14. diary stage toward launching the full-scale on- rapidly and consistently ramp up its revenue. It features an extended product assortment line store app that we have planned for 2019. Vladimir Chirakhov, at affordable prices not only for preschool chil- CEO of PJSC Detsky Mir Our consolidated revenue in 2018 was dren, like the ELC chain, but for school children Maintaining and consolidating our leading RUB 110.9 billion, up 14.3% year-on-year. as well. The first ABC store was opened in May position in the online segment of the children’s Our efficient pricing policy and continuous im- 2018 in Chelyabinsk, followed by new stores goods market is our key strategic objective. Our 6 provements to our product assortment helped 7 in Novosibirsk, Tula, Rostov-on-Don, the Udmurt plans for 2019 include service level improve- achieve a 4.3% growth in like-for-like (LFL) Republic, and Zhukovsky. ments across all online order delivery channels sales. Another important factor is that we are and the launch of our revamped online store. continuing to attract new traffic to our stores. In late 2018, we launched a pilot project As a result, LFL number of tickets has increased to enter the Russian pet supplies market. Four Our primary goal in corporate social respon- by 6.9%. Zoozavr pet supply stores were subsequently sibility is to provide younger generations with opened, featuring products by leading glob- We delivered on our plan to expand the al manufactures. The pet supplies market has Detsky Mir retail chain in 2018 by launching strong potential in terms of volume, expected 100 new stores. Our geographic footprint growth, and a high degree of fragmentation, is expanding dynamically: we have entered and will provide an opportunity for our manage- a new region, the Russian Far East, with debut ment team to apply their extensive experience. stores opened in Blagoveshchensk, Vladivostok, and Khabarovsk. We will continue to expand We will continue to scale up our business by op- our presence in this region. New stores in the timizing our product assortment and expanding Republic of Kazakhstan were also actively our retail chain. In 2019, we plan to open launched. Today, Detsky Mir has 30 stores at least 80 new stores and enter the Belarusian in 15 cities across Kazakhstan. Our target market. Our positive experience in Kazakhstan is to become the leader of the children’s goods demonstrates Detsky Mir’s ability to successfully market in Russia. grow its business outside Russia. Toys remain our best-selling category. Online sales increased considerably during the Annual Report 2018 Key 2018 Results Average headcount, ‘000 people Revenue, RUB m Net debt, RUB m LFL sales growth +14.3% +73.8% +9.5% –2.9 p.p. 110,874 18,135 7.2% 12.7 97,003 10,436 4.3% 11.6 2017 2018 2017 2018 2017 2018 2017 2018 Charity expenses (raised and own Adjusted EBITDA, RUB m CAPEX, RUB m LFL number of tickets growth funds), RUB m +18.8% +53.7% +51.1% –5.3 p.p. 12,665 3,793 12.2% 630 10,663 2,468 6.9% 417 8 2017 2018 2017 2018 2017 2018 2017 2018 9 Adjusted EBITDA margin Share of online sales in revenue LFL average ticket growth Energy savings, kWh +0.4 p.p. +3.1 p.p. +286.0% +2.0 p.p. (4.4%) 11.0% 11.4% 4.8% 7.9% (2.4%) 6,450,395 24,896,314 2017 2018 2017 2018 2017 2018 2017 2018 Adjusted net profit, RUB m Online revenue, RUB bn Tax payments, RUB bn +31.6% +89.2% –4.3% 7,240 8.8 4.4 5,501 4.6 4.6 2017 2018 2017 2018 2017 2018 The IFRS 16 – Leases standard has not been applied when compiling the data.