Detsky Mir Group is the largest children's goods retailer in Russia and the CIS. The Group comprises the Detsky Mir retail chain in Russia and Kazakhstan, the ELC (Early Learning Center) retail chain in Russia, and the www.detmir.ru and www.elc-russia.ru online stores.
The Detsky Mir retail chain operates in the mid-market price segment. The company's target audience is middle-income families, who make up the majority of shopping-centre visitors.
The Detsky Mir brand celebrates its 59th anniversary in 2016, and is the most recognisable children's goods retailer across the region.
Detsky Mir is continuing to strengthen its position as Russia’s leading children's goods retailer by pursuing an aggressive growth strategy. In 2015, the Group opened a record 104 new stores. Total selling space of stores under management increased by 26%, from 390 thousand sq. m. to 491 thousand sq. m. All new Detsky Mir stores follow the chain’s new retail concept, including new fit-out and equipment, merchandising channels and play zones.
Today’s Detsky Mir hypermarkets offer about 20-30 thousand different children’s goods, including toys, clothing and footwear, baby goods, stationery, arts and crafts sets, activities goods, car seats and furniture.
More than 132 mln people visited Detsky Mir stores in 2015, and this number is continuing to grow.
In 2015, Detsky Mir’s revenue increased by 33%, and adjusted OIBDA by 39%.
Detsky Mir’s omni-channel strategy is a key driver of the company's sustainable growth. Including in-store pick-up services, revenue from online sales in 2015 almost tripled year-on-year.
 OIBDA represents operating income before depreciation and amortisation of fixed and intangible assets, excluding one-off effects related to disposal of Yakimanka building and LTI-bonus for management as a part of a long-range motivation programme.