BALTIKA GROUP

• Baltika Group is a fashion retailer with five

brands:

– Monton

– Mosaic

– Ivo Nikkolo

– Baltman

– Bastion

• The Group uses vertically integrated business

model, controlling all stages of the fashion

process: design, manufacturing, supply chain

management, distribution/logistics and retail

sales

• The Group is operating 113 stores in five

countries

• Baltika Group employees over 1200 people

• Group 2011 revenue 53.4 million euros

• For more information: www.baltikagroup.com

MONTON BRAND

• Baltika Group biggest brand

• Launched in 2002

• New brand visual identity and

store concept developed in 2011

in co-operation with international

agency Dan Pearlman

• Monton collection sold in 51

stores in Estonia, Latvia,

Lithuania, Ukraine and Russia

• Monton e-store opened in 2012,

shipping to European Union,

Russia and Ukraine

BRAND VALUES & STATEMENT

USP (Unique Selling

Proposition/Point)

• Monton is an exciting, quality

fashion brand reflecting global

trends in its unique way

• Monton opens the door to an

inspiring & dynamic universe

full of excitement & surprises

Brand Values

• Seductive, Inspiring,

Cosmopolitan, Dynamic,

Quirky, Self confident, Open

minded, Fashionable

TARGET CUSTOMER

Target Customer

Fashion conscious men and women • 25+ mindset women and men • earning average income, working as

professionals, office people and mid-managers

• they have individual, fully formed taste, they make their own fashion choices

Customer Behaviour • Socially very active, socializing with friends • Active way of life (sports, hobbies, self-

improvement, travelling) • Often goes to cultural events (theatre,

cinema, exhibitions, sport events etc) • Self-expression and self-improvement

through work • Open to different communication channels

(internet, social networks, SMS, e-mail etc)

COLLECTION STRENGTHS

• Smart city collection with noticeable

fashion touch

• Global trends in Monton unique

handwriting and with Monton twist!

• Bold colours and fashionable colour

combinations

• Quick reaction to world fashion trends

• Good quality and fitting

• Many styles produced in Baltika Group

own factories in Estonia that

guarantees controlled quality

• 11 collections per year – new

collection almost every month

STORE PLANNING AND OPERATING Monton will prepare a product collection for each store based on

the following criteria:

• Shopping centre positioning and brand mix

• Shop size and sales potential

• Profile of the store (formal / casual and fashion stance)

• Agreed departmental and category sales mix in the store

• Seasonality of the location

• Replenishment stock service

• The allocation will be sufficient to cover the agreed sales potential at

agreed level of sell through and discount

• Layout update in every 2 weeks according to trade calendar

• Updated windows according seasonality

FINANCING

Shop 200 м2

Investment on equipment 50,000 (250/м2) EUR

First intake EXW 42,000 EUR

Replenishment of 6 months 133,000 EUR

Marketing fee 10,000 EUR

Total 235,000 EUR

MARKETING & PR TOOLS

Image photos:

• Spring/summer and autumn/winter

Photos:

• Catwalk photos – use on shop level or in media with product photos

• Product photos – special focus in PR/ product placement in media

• Special sale visual – use in media and outdoors

Special collection visuals materials: • Photos

• Labels

• Press materials

Look book

Web page design

Social media support

TV clip

PR materials:

• Pressroom in English enables to download all image, catwalk and product photos (including accessories and lingerie) and contains also illustrated trend texts

• Press releases and press event support

2013 SPRING/SUMMER

IMAGE PHOTOS

2013 SS COLLECTION

2013 SS COLLECTION

PRODUCT PHOTOS

COMMUNICATIONS

SALE MATERIALS

• Materials for 2012 season

• Special SALE visual

• All sale materials (posters, labels,

bags)

WEB PAGE / E-STORE

FLAGSHIP STORE ARCHITECTURE

New brand visual identity and store concept developed in 2011 in co-

operation with international agency Dan Pearlman.

German agency Dan Pearlman has very strong portfolio in fashion

industry. The agency has done co-operation with brands like Campus

by Marc O´Polo, Betty Barclay, Pimkie, 361, Tally Weijl, Colin´s,

Escada, New Yorker, Street One, Adidas, Puma, Reebok.

Store architecture according to brand values

• Inspiring

• Cosmopolitan

• Seductive

Monton is fun – shopping at Monton is easy, inspiring and fun!

STORE UPGRADES AND OPENINGS

Upgrades

• Starting from 2012 gradual upgrade of existing stores based on new concept

• New branding and visual identity

• New window concept

• New mannequins

New flagship stores

• 2013 opening of new concept flagship stores

Multibrand concept stores under Monton brand

• Focus on Monton, added collection offer from other brands (mostly Mosaic, but can also be Baltman or Ivo Nikkolo)

• Stonger competitive advantage

• Wider collection offer and target customer

FACADE DESIGN ELEMENTS

ENTRANCE DESIGN ELEMENTS

WALL DESIGN ELEMENTS

HEAD OFFICE

AS Baltika

Veerenni 24

EE-10135 Tallinn, Estonia

Tel. +372 630 2731

Fax +372 630 2814

franchise@baltikagroup.com

www.baltikagroup.com