Berlin, 22 May 2014

Kinnevik Rocket
Capital Markets Day
The information contained in this presentation is public information only, but it does not necessarily represent all information related to the
issues discussed or presented herein, or all views of the company. The information has been researched by the company with due care and all
and any evaluations or assessments stated herein represent the company’s opinions. We advise you that some of the available information
has been independently verified and may be based on statements by third persons, but no representation or warranty, expressed or implied,
is made as to, and no reliance should be placed on, the fairness, accuracy, completeness or correctness of this information or opinions
contained herein. Certain statements contained herein may be statements of future expectations and other forward-looking statements that
are based on our current personal views and assumptions and involve known and unknown risks and uncertainties that may cause actual
results, performance or events to differ materially from those expressed or implied in such statements. None of our team shall assume any
liability whatsoever (in negligence or otherwise) for any loss or unrealized profit whatsoever arising from any use of this presentation or the
statements contained herein as regards unverified third person statements, any statements of future expectations and other forward-looking
statements, or the fairness, accuracy, completeness or correctness of statements contained in the presentation, or otherwise made in
connection with this presentation.
This presentation does not constitute an offer or invitation to purchase or subscribe for any investment and neither this presentation nor any
part of it shall form the basis of or be relied upon in connection with the entering into any commitment or contract whatsoever, and is solely
intended to communicate information regarding the company, its business track-records and team members. No one should base their
investment decisions on this presentation but should form their personal opinions on the basis of further available information and
evaluations and assumptions. In addition, any prospective investor should consult its own attorney and business advisor as to the legal,
business, and tax and related matters concerning any investment decision.
Disclaimer
2
Dafiti’s founder team
Philipp Povel (CEO)
• Responsible for IT,
Finance, BI, HR
• Started career in Equity
Sales/Trading at JP
Morgan
• Founder of MyBrands –
sold to Zalando
Malte Huffmann (CMO)
• Responsible for
Marketing
• Started career with the
Boston Consulting
Group
• Founder of MyBrands –
sold to Zalando
Thibaud Lecuyer (COO)
• Responsible for
Operations, Customer
Care & Content
• Started career at
Alternative Investment
Group at JP Morgan
• Holds an MBA of INSEAD
Malte Horeyseck (CPO)
• Responsible for
Purchasing
• Started career at Siemens
• Holds an MBA of Harvard
Business School
3
4
Market leading fashion e-commerce
• 5 countries, 6 product categories
• Approx. 2,100 employees
Outstanding brand recognition
• Almost 90% of all Brazilians know Dafiti*
• Most influential e-commerce company in Brazilian social networks
with > 5.8 million followers**
Assortment leader & fashion opinion leader
• More than 1,000 brands and 100k SKUs
• Approx. 20k unique and exclusive SKUs
• Biggest pure fashion magazine in Brazil (1.2 mm copies pa.)
Technology leader
• Proprietary IT platform, highly scalable front- and backend
Mobile leader
• Proprietary universal iOS and Addroid App in Brazil and LatAm
• More than 750k downloads
Fulfillment and customer service leader
• Own warehouse and customer care
• Market leading NPS of >90% - top 99 most customer friendly
companies in Brazil***





* NetQuest, proprietary studies: ** Data Popular, Exame: *** Proprietary studies, Ebit, ReclameAqui
Dafiti is LatAm’s favorite online fashion store with presence in 5
major economies

Strong secular tailwinds reassure the positive long-term trend
for fashion e-commerce in LatAm
5
LatAm USA
33%
2.5%
1.8%
26%
3.5%
71%
7.3%
18%
64%
11%
Broadband
E-commerce
Fashion ecom
Smartphone
M-commerce
Sources: Goldman Sachs Research, Google, Ebit, eMarketer
Penetration
Secular Tailwinds
Fashion Retail
Online Fashion
Penetration
Online Fashion
Market
2013 2020
USD 82bn USD 182bn
1.8 % 15%
USD 1.4bn >USD 27bn
X X
Potential
vs.
Dafiti is today #1 fashion destination online and considered the
most influential e-commerce company in social networks
6
Almost 90% of
Brazilians knowDafiti...
* NetQuest, proprietory studies: ** EXAME, Data Popular
Top-of-mind destination for
shoes and fashion online
Aided brand recall* Unaided brand recall; January 2014*
49%
47%
14%
4%
Dafiti
Netshoes
Passarela
Privalia
Oficially most influential eCommerce
company on Facebook**
Most influential Commerce
company in social
Approx. 5.8 mm Fans on Facebook
68%
71%
76%
78%
82%
85%
88%
Q2
2012
Q3
2012
Q4
2012
Q1
2013
Q2
2013
Q3
2013
Q4
2013
End of 2011 Today
Brazil LATAM
2011 2012 2013
Engaging experience leading to growing customer base
and top line growth
7
Visits increasing –
high visit frequency
Orders on the rise
Visits and Visitors in mm
Visit frequency Dafiti: 2.62 per year
+177%
Gross Orders after
Cancellation in mm
+76%
0.3
+2.7
3.0
Strongly growing
customer base
Sources: Google Analytics, proprietory systems, DWH
Customers that purchased
at Dafiti in mm
0.7
1.9
3.3
-
10
20
30
40
50
60
Q1
11
Q2
11
Q3
11
Q4
11
Q1
12
Q2
12
Q3
12
Q4
12
Q1
13
Q2
13
Q3
13
Q4
13
Visits Visitors
4.2%
6.1%
8.5%
11.0%
14.8%
15.8%
Q1 13 Q2 13 Q3 13 Q4 13 Q1 14 Q2 14 to
date
Fully responsive Mobile Theme (phones
and tablet devices)
Universal & native iOS App (iPhone and
iPad)
Universal & native Android App
Engagement on all platforms – Dafiti ahead of the
market in mobile
8
Best in Class Mobile setup


More than 750,000 downloads of
Android and iOS applications
Dafiti currently at ~16% of
visits through mobile devices
CAGR:
8.7%
Sources: Google Analytics; proprietory systems
Comments: visits for all Dafiti countries

76%
80%
84%
85%
89%
Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014
Our customers love us more than ever –
creating a high share of active customers
9
Extraordinarily high Net Promoter Score
Sources: Proprietary research, NetQuest, DWH
+ 13 p.p.
Increasing share of existing
customers
As % of gross revenue after Cancellation
47%
69%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
12Q1 12Q2 12Q3 12Q4 13Q1 13Q2 13Q3 13Q4 14Q1
Share Existing Customer Share New Customer
Dafiti’s Private Label with significant sales share
Dafiti offering LatAm’s largest and most comprehensive
fashion portfolio
Huge variety of 3rd Party Brands
Current private label rankings in main categories
• More than 100k SKUs from more than
1,000 national & international brands
• Dafiti covering the entire brand
positioning map
• Variety creating convenience for our
clients
10
Shoes Accessories
#1
#4
#8
#3
#5
#32
#3
#6
#7
Apparel
Brand positioning map
Basic Fashion
Budget
Premium
Financial benefits:
• Increase of mark-up and days payables
• Higher Pricing flexibility
• Higher replenishment flexibility and lower lead times
allow for higher sell-through rate and portfolio de-risking
Strategic benefits
• High number of unique SKUs providing protection against
competition (market-places, general merchandisers)
• Ability to serve lower price levels due to higher margins
• Ability to leverage brand awareness and foster fashion
authority authentically for the entire group
... which allows Dafiti to achieve... Brazil offers... ... leading to
Strong partnerships and local conditions allow Dafiti to
achieve very favorable commercial conditions
11
• Assortment planning with more historical
information on hand
• Better sell-through-rate and lower discount
rate
• Longer payment terms
• Replenishments with actual production
instead of holding uncertain stock
• Almost unlimited scale of replenishments
• Higher margins
• Healthy cash
flow cycle
• Lower risks
• Strong local brands
representing 80% of
sales
• Shorter production
lead-times (season
commitment 3 month
ahead)
• Flexible production
Dafiti already relies on solid Pan-Latin American logistics
network to offer faster deliveries to clients
Brazil
12
• 38k sqm storage area
• 20 Transporters
• Capacity to store 10mm items
• Approx. 680 employees
• Partial automation ready by Oct.
2014, to decrease fulfilment time
by 50% and cost by 30%
• WH: 4k sqm
• COD payment
Mexico
• WH: 2.5k sqm
• 3 transporters
• Fleet of 10 for COD
Colombia
• WH: 5k sqm
• 5 transporters
• Fleet of 2
Chile
• WH: 4k sqm
• 2 transporters
Argentina
WH: Warehouse
COD: Cash on Delivery
Dafiti Brazil mastering a very challenging environment for
transportation
• No private transporters (i.e. DHL, UPS) covering entire
country – only Brazilian state post serves all municipalities
• Quality of transporters varies daily
• Most transporters offer only one delivery type
• Dafiti working with 20 transport companies
to cover entire Brazilian territory – mirror
network to state post
• Daily checks of transporter performance at
Zipcode level – swap when necessary
• Combining carriers with different SLAs to
offer different delivery speeds to clients
Challenging environment in Brazil...
...requires diversification and rigorous
processes
13
• Paid orders with
significant share
• In April, over 98%
of orders delivered
on time
Shipping options reduce net cost and serve clients better
Reach by
Shipping Option
Net
Profit/Cost
Normal 100% -
Express 48% +/-
Next Day 19% +
Same Day 8% ++
Driving Laboratory
Own Fleet for Last
Mile
Partnerships
New initiatives
• Try-on at Home
• Expedited
Return/Exchange
• Payment on
Delivery
• Lockers
• Convenience-Store
Delivery
...new services
Strong in-house IT backbone for fast & flexible growth –
scalable backend (ERP)
Dafiti Backoffice
Proprietary Webstore
Tax ERP
(Gepardo)
Accounting
(SAP)
Payment
Gateway
Government
Agencies
PAYROLL
Banks
SUPPLIERS
Logistics
Carriers
MAIL SERVICE
Financial
Concil. (CW)
Credit Card
Acquirers
Risk
Management
Supply
Chain
E-Doc
(SAP)
External Providers
SAP Business
Objects
PAYMENT
PROXY
PET BOB
Alice DWH
Risk
PROXY
Purchasing - SAP
Planning
Assortment
Controlling
Tax In
Tracking
Finance
Order
Mgmt.
Stock
Mgmt.
Tax Out
Logistics - SAP
WMS
TMS
Kernel - SAP
Customer
Service
Backoffice
(SAP)
Frontoffice
Salesforce
Intl. Payment
New international architecture
14
Overview IT-Setup
Team: Highly skilled inhouse IT teamwith >130
members
Proprietary webshop solution:
• Multi webshop capable (>30 shops)
• Service oriented architecture guarantees high
scalability and availability
• ERP/Shop integrated with Data Warehouse
Full SAP Business Suite: Finance, WMS, TMS,
Order Management, Purchasing
Sales Force for Customer Care
Guepardo Tax ERP enables us to cope with Brazil’s
highly complex tax laws and reduce manual work
significantly
Examples:
Model
Reference
models
Web-enabling services: Dafiti offers end-to-end solution to
fashion brands and media companies
Services
>30 shops
managed
• Dafiti builds personalized web-stores for fashion brands and media companies
• Dafiti receives outright and consignment stock or leverages existing products
• Design and infrastructure of web-store
• Fulfillment and customer service
• Marketing and other extra services against fee
15
General
Revenue
• Commission-based revenue model for stocking, fulfillment and customer care
• Fee-based revenue for other services
Benefits Dafiti
& customers
• Higher revenue
• Lower inventory risk
• Improved purchasing terms
• Higher trade marketing contributions
• Economies of scale for shared infrastructure
• Coordinated marketing approach reduces
cannibalization
Thank you

Sign up to vote on this title
UsefulNot useful