From Greece ...to the World

Panos Patronidis – Chief Commercial Officer

Altex Group of Companies

Βήματα επέκτασης στις Ευρωπαϊκές Ηλεκτρονικές

Αγορές

2 0 0 3Founded in Athens by Yannis K. Alexiou & sons

Brand Portfolio

0102

0304

0506

07Experience led us to transform the existing network of Funky Buddha stores according to the latest trends of international Retailing and CROSS BORDER e-commerce

The IdeaConcept Designers and Fashion Specialists worked hand in hand to deliver a new, fresh and sophisticated CONCEPT housing all collections of the Brand under one roof

New Concept

We incorporated all ideas from our fashion team and combined it with the experience of our managers to expand not only in our Home- Country, but also worldwide

IdeasWe seek to expand worldwide, having already a sound presence in Europe, developing the international Funky Buddha Network, ON- and OFFLINE

Develop

The new concept had to be in-line with the philosophy of the brand but at the same time to give a maximum of shopping experience to all clients, both ON- and OFFLINE

Planning Communicate Testing

To communicate our Brand Philosophy to the customer and to become one of the leading Retailers was not only a dream, but a necessity in todays demanding fashion scene

The concept was tested and retested and after a thorough pilot phase, the Funky Buddha stores were ready to become a fashion milestone on the market

A global OMNICHANNEL fashion Retailer

4Per Year

60%

40%Men’s Fashion

Women’s Fashion

Collections

More than

2000SKU’S per Year

High Quality

Low Quality

High Price

Low Price

Tommy Hilfiger DENIM

Pull&Bear

Zara

Perceptual Map

Hollister

A&FSuperDry

Scotch & Soda

H&MAeropostale

Jack & Jones

Pepe Jeans

Tom Tailor

American Eagle

Marketing

Basic KPI’s

2003 Start-up with a significant success

2005Rapid development of the Brand

2010 Preparation of new brands and systematic wholesale development

Funky Buddha

2013Development of different shop concepts – SIS - Corners

2014 National Development & Retail Experience in ALL CHANNELS

2015Becoming a Global omnichannel Retailer – Launch of e-commerce

The Turnover

2017 Focus on European Expansion

Major International e-Market Places in Europe 2018-20

4,55,5

7,8

9,5

13,3

16,7

19,1

20,5

18,9

0

5

10

15

20

25

2012 2013 2014 2015 2016 2017 2018 2019 2020 (proj)

Yearly Turnover

mil €

⚡ Distribution Channels / Country

3 3

2

1 1 1

2

4 4

2

3 3

1 1

2

1

3

11 1

1

1 1

1 1

1

1 1

1

1

1

1

1

COUNTRIES (3/2020)

e-Marketplaces Wholesale Retail

⚡ 18 Countries

3 3

2

1 1 1

2

4 4

2

3 3

1 1

2

1

3

1

A U S T R I A B E L G I U MC H E Z R E P U B L I K C Y P R U S D E N M A R K F I N L A N D F R A N C E G E R M A N Y G R E E C E I T A L I A N E T H E R L A N D S P O L A N D R O M A N I A R U S S I A S P A I N S W E D E N S W I T Z E R L A N DU N I T E D K I N G D O M

COUNTRIES WITH MARKET PLACE PRESENCE ( 1/2020)

e-Marketplaces

11

22

33

The Roadmap to becoming an international e-(Re)Tailer

13

Perfect Customer Service

Maximum Promotion / Exposure

Maximum Sales

Perfect Product

SWOT Analysis

14

StrengthsAttractive PricesAttractive Styles

Fashion Know How

WeaknessesWeak WinterwearSlow response to Market Demand

OpportunitiesDifferent Markets

Growth Opportunity

ThreatsInternational Brands – BIG RetailersHuge Competition

SWOT

Fashion Sector

Selecting the right Channels / Partners

Test & Evaluation:

• Selection:

• Some will work

• Some will not work

• Decision:

• Select the easy / safe way

• Select complimentary channels

• Calculate your costs

Selecting the right Channels / Partners

How to startA Step-by-Step Guide

EasyTo Handle

HardTo Handle

1

2

On to One

Manual

1

2

Integrators

Integrators

Working with Integrators

One Stop Shop Solution

Points to consider

• Products: Different Products / Country / Channel

• Product Information Management (PIM)

• Value Mapping / Channel

• Qualitative Translations

• Prices - Discounts - Promos / per Country / per Channel

• Sales Periods / per Country

• Return Policies / Return Handling

• Photos / Content (HQ)

• Customer Service

• Marketing (ZMS) – Affiliates – Cross Channels

From Greece ... to the final Customer

Also, please keep in mind ...

• Legal Requirements / Issues / Fraud Protection

• Fiscal Issues – VAT & Tax Regulations

• Import Regulations (CH - UK - RU etc.)

• Return Management:

• High return rates (>50%)

• Long return periods (90-100 days)

Final Evaluation

+ -+ Growth Potential - High Initial Set-up Cost

+ Brand Awareness - Intensive Preparation Phase

+ New Market Penetration - High Logistics Cost

+ Simplified e-commerce One Stop Shop Operations

- Fees & Commissions (Integrator – Marketplaces)

+ Intl. Customer Service - High return rates

+ Streamlined Fulfillment Operations & Stock Optimization

- Intensive Backoffice Support & need for HQ Content Creation

+ Liquidation Solutions - Tax & VAT Rules

Thanks for watching

Panos Patronidis – Chief Commercial Officer

Altex Group of Companies

Keep safe ...