2010 Capital Markets Day
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1 2010 Capital Markets Day Mikael Olander, CEO CDON Group Internet Retailing Nasdaq OMX Stockholm : MTGA, MTGB 1
2 Where do you put your money? Indexed growth performance Swedish retail sector Swedish internet retail CDON Group Source: Handelns Utredningsinstitut HUI Nasdaq OMX Stockholm : MTGA, MTGB 2
3 Background Segments and brands Entertainment CDON.COM BOOKPLUS.FI LEKMER.SE Fashion NELLY.COM LINUSLOTTA.COM Health &Sports GYMGROSSISTEN.COM BODYSTORE.COM Nasdaq OMX Stockholm : MTGA, MTGB 3
4 Background Positioned in the largest segments What is bought online? 1. Clothes/shoes 46 % 2. Home electronics 39 % 3. Movies and music 25 % 4. Books 24 % 5. Home decoration 9 % 6. Sports- and leisure 5 % 7. Cosmetics and hair-care 4 % 8. Food 4 % Source: Posten Norden 2010 Nasdaq OMX Stockholm : MTGA, MTGB 4
5 Background Competitive position Cdon.com Cdon.com is the Nordic online market leader on DVD s, games, CD s and entertainment. Primary target group is men/women Main online competitors are Ginza.se, Webhallen.se, Adlibris.se and Coolshop.dk Nelly.com Nelly is the Nordic online market leader on fashion in the target group women Main online competitors are Bubbleroom.se, and Asos.com Gymgrossisten.com Gymgrossisten is the Nordic market leader, on- and off-line, in sports nutrition. Primary target group is men that workout +4 times/week Nasdaq OMX Stockholm : MTGA, MTGB 5
6 Background Tripled sales in four years Starting in 1999 with Cdon.com selling CD s in the Scandinavian countries the last decade has been characterized by significant organic growth, launch of new product lines, geographic expansion and e-commerce acquisitions. Maximizing sales on each site Aggressively expanding assortment and adding new product groups Pan-Nordic rollout utilizing the Internet Retailing setup Cdon.com and Nelly.com are Pan-Nordic today Expanding the product portfolio through acquisitions Bought three companies in 2007, one in 2008 and one in 2010 Nasdaq OMX Stockholm : MTGA, MTGB 6
7 Background Timeline key events 1999 Founding of CDON.com as an online record store within MTG in Sweden, Norway and Denmark 2005 Mobile phones and consumer electronics store launched 2007 Acquisition of Nelly.com Acquisition of LinusLotta.com Acquisition of BookPlus.fi 2007 Mp3 bookstore launched 2009 Integration of BookPlus.fi in CDON.com, expansion of Fashion s and Health & Sports private label offerings 2010 Acquisition of Lekmer.se New stores for DVD movies and computer games launched as well as launch in Finland 2003 Swedish bookstore launched 2004 CDON.com is first to launch a Nordic online digital music store 2006 Digital movie-rental store (VoD) added 2008 Downloadable PC games store, merchandise store and Norwegian bookstore launched 2008 Gymgrossisten.com and Bodystore.com acquired and rolled out in Norway 2008 Pan Nordic roll-out of Nelly.com Nasdaq OMX Stockholm : MTGA, MTGB 7
8 Background Sales and EBIT development (TSEK) 2,000,000 1,800, % 200, ,000 1,600,000 1,400, % 160, ,000 1,200,000 1,000, , , % +23 % 120, ,000 80,000 60,000 Health & Sports Fashion Entertainment EBIT 400,000 40, ,000 20, Nasdaq OMX Stockholm : MTGA, MTGB 8
9 Background Sales by segment and market Health & Sports Entertainment Sales 2009: SEK 1,337m Growth: 26 % EBIT 2009: SEK 93m Fashion Sales 2009: SEK 203m Growth: 157 % EBIT 2009: SEK 6m Norway 52 Sweden 15 Finland Sales 2009: SEK 213m Growth: 47 % EBIT 2009: SEK 26m 9 % Share of CDON Group sales Denmark Nasdaq OMX Stockholm : MTGA, MTGB 9
10 Business model Growth platform Get big fast Synergies of scale leads to a positive sales spiral increasing our competitive advantage building barriers of entry All segments within Cdon Group shall have potential to reach market leading positions and correspond to the entertainment segment in revenues. Lower costs Customer benefits Larger volumes Lower costs Customer benefits Larger volumes Larger volumes Lower costs Customer benefits Nasdaq OMX Stockholm : MTGA, MTGB 10
11 Business model Scale impact on cost structure CDON Group cost drivers Variable costs 72 % Cost of goods sold 13 % Direct selling costs (postage, fulfilment, bank&cc and bad debt) 85 % Fixed costs 6 % Marketing & IT 8 % Organisational (salaries, rent, admin) 1 % Other opex 15 % Nasdaq OMX Stockholm : MTGA, MTGB 11
12 Business model Focus areas Unique reach Three focus areas that sets us apart from our competition are our: Mass marketing through Internet and TV advertising, driving sales and building brand awareness. MTG s channels are our preferred choice but also working with TV4, Pro7 and WSOY media group (Finland) Huge cross sale and CRM potential in two million active customers Ny bild Nordic brand awareness General share of all year old that know either brand, ranging from heard of to know very well Cdon.com 95 % Nelly.com 64 % Gymgrossisten 46 % Best in class in-house SEO/SEM competence YouGov, Oct 2009 Nasdaq OMX Stockholm : MTGA, MTGB 12
13 Business model Strategy Aggressively grow existing brands Grow existing brands by concept development and product range expansion Example: Private label collection Launched It now constitute approximately 20 % of total sales Nasdaq OMX Stockholm : MTGA, MTGB 13
14 Business model Strategy Geographical roll-out Grow existing brands by geographic roll-out Example: Lekmer to launch Pan- Nordic in Q4, 2010 Nasdaq OMX Stockholm : MTGA, MTGB 14
15 Business model Strategy Acquire new brands Continued growth through CDON Group growth vehicle, utilizing existing infrastructure, through acquisitions and inhouse start-ups Example: Acquired in Broadening of assortment in progress, Pan-Nordic roll-out to be executed this year. Scale-synergies with IT-platform migration, postal and payment agreements, group marketing etc. initiated Nasdaq OMX Stockholm : MTGA, MTGB 15
16 Internet retailing Large and growing market Large market The Nordic online retail market is valued at SEK 61 billion, corresponding to approximately 3,8% of the total retail sales in 2009 Untapped potential The penetration in more mature markets like the US is more than 50% higher than in the Nordics 1. Posten Norden expects the total Swedish distance retail market to double in the next five years 8% 6% 4% 2% 0% 6.0% 4.7% Online Retail Penetration % 3.7% 3.5% 3.4% US Denmark Nordic avr. Sweden Norway Finland Sources: 1. Swedish Retail Institute HUI, Posten Norden, and Forrester Research Nasdaq OMX Stockholm : MTGA, MTGB 16
17 Summary Conclusion E-commerce is growing explosively Acquisitions are successfully integrated combined with strong organic growth Posting record sales and EBIT in 2009 and Q1, 2010 The most powerful e-commerce company in the Nordic region is poised for continued fast and profitable growth! Nasdaq OMX Stockholm : MTGA, MTGB 17
18 2010 Capital Markets Day Mikael Olander, CEO CDON Group Internet Retailing Nasdaq OMX Stockholm : MTGA, MTGB 18
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