Detsky Mir

Detsky Mir Group is the largest children's goods retailer in Russia and Kazakhstan. The company's history began in 1957 when Central Children's World on Lubyanka Square was opened. Today, the Group comprises chain stores Detsky Mir (literally, Children's World) and retail chain ELC (Early Learning Centre). Detsky Mir network is a leader in the children’s goods market in Russia. As of December 30, 2015 the Group includes 381 Detsky Mir stores in 148 cities of Russia and Kazakhstan, and 44 ELC stores. Retail area of Detsky Mir is 498,000 sq. m, ELC — 6,000 sq. m. In 2011, Detsky Mir has launched its online store (www.detmir.ru) — since then, goods from the biggest children's brands can be ordered from home or office, delivery included. Modern hypermarket Detsky Mir includes about 20,000-30,000 items of children's goods: toys, clothes and shoes, baby products, stationery, creative kits, recreational goods, car seats, furniture. Detsky Mir is focusing on the mid-price segment. The target audience is middle-income families which account for a majority of visitors to shopping malls. Detsky Mir brand, which celebrated 57 years on the market in 2014, is the most recognizable retailer of children's goods. In 2014, Detsky Mir stores were visited by more than 100 million customers, and this number continues to grow. The annual revenue of Detsky Mir Group was 45.4 billion rubles in 2014 (+26.2%), net profit is 2 billion rubles. For recent years, Detsky Mir Group has confirmed its leading position in the children's goods market, maintaining its high growth rates. So, in 2014, 72 new stores opened their doors, including 56 supermarkets and hypermarkets under the brand name Detsky Mir, and 16 ELC retail outlets.