Apple Tree Group Brochure 2014 - Entrepreneurs in Asia

entrepreneurs in Asia

entrepr

appletreegroupinformation

Entrepreneurs in Asia

From its founding in 1993, offering the first inbound tours for European tourists to Vietnam

with 3 employees based in Saigon, the Group has expanded to include market leading

positions primarily in service-oriented businesses across much of Asia. Today the Group

employs 2,500 staff including 250 expatriates.

preneursEntrepreneurial model

AppleTree has expanded by applying a simple and focused entrepreneurial philosophy:

• In a developing economy most ideas are good; Execution is the key

• Focus on business models that have already proven successful in developed economies

• Concentrate on businesses in which the Group’s added value can be priced-in

• Only pursue opportunities in which the Group can obtain either long-term exclusivity or

at least enough time in market to establish a lead and/or barriers to entry

• Prefer Joint-Ventures and build long-term relationships with local partners

Group Structure

Apple Tree is a diversified group operating in Vietnam, Laos,

Cambodia, Myanmar, Thailand, Indonesia, China and Japan.

With a resolute entrepreneurial spirit, Apple Tree develops in

the fast growing South-East Asian region with a focus on:

- Tourism & Hospitality

- Import, Distribution & Retail

appletreegroupstructure&performance

Eric MerlinJean-Marc Merlin

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Tourism & Hospitality

Apple Tree Structure

Import & Distribution

Import / Wholesale (Annam)

– Food

– Wine

Retail

– Annam Gourmet Market

– The Warehouse

– New Cho

Franchise

– Yves Rocher

Emeraude Classic Cruises

Exotissimo Group Kamu Lodge

La Résidence Hôtel & Spa

The Press Club

Villa Maly

Nava Mekong

Inle Lake Convent Hotel

Bagan Lodge Myanmar Hotel

Group Performance190

2013

1993 Exotissimo Travel opens in Vietnam and Paris, France

1994 Joint Venture agreement signed with the Association

of Vietnamese Journalists to develop a land plot in downtown Hanoi into the "Press Club”

1995 Exotissimo Myanmar opens

1997 Hanoi Press Club opens providing Grade A office space and western restaurants

2000 Exotissimo Cambodia opens

The first annam store in HCM

2001 Exotissimo Barcelona opens

2002 The Warehouse distribution business established

Exotissimo Laos opens

Press Club JV renegotiated into a 100% foreign owned

company controlled by Apple Tree

Planning for Emeraude completed

2003 Joint Venture agreement signed with Huong Giang Tourism to redevelop an existing hotel into La Residence

Exotissimo Thailand opens

The First Warehouse retail store opens in Saigon

Emeraude built and maiden cruise in December

2004 Annam Gourmet opens first retail location in Saigon

Kamu Lodge, Laos begins development

The Warehouse opens in Hanoi

2005 La Résidence Hotel opens in Hue

Exotissimo opens San Francisco, USA sales office

Kamu Lodge opens in Laos

Annam Gourmet opens in An Phu, Saigon

appletreegrouptimeline

2007 The first Yves Rocher retail store opens in HCMC

The Warehouse opens new retail store in District 5, HCMC

Emeraude Café opens in Halong Bay

Exotissimo Laos is granted the first foreign owned travel license in the country

Exotissimo opens its head operational headquarters in Bangkok

The Prudential Vietnam Fund becomes a minority shareholder to finance the growth of the Group

2008 Annam completes the acquisition of plots of land in HCMC and Danang for the construction of warehousing and logistics units

The Villa Maly boutique hotel opens in Luang Prabang

Annam Gourmet opens two more shops in the West Lake district of Hanoi and in the Saigon South new city centre

Exotissimo opens a new travel agency in 18 Hai Ba Trung and in the Saigon South new city centre

Exotissimo opens Berlin and Melbourne sales offices

Yves Rocher store opens in Hanoi

2009 Exotissimo Indonesia opens in Bali

2010 A Joint-Venture contract is signed with the Casino Group to develop a chain of urban supermarkets in Vietnam: New Cho

The Haagen Dazs distribution contract is signed for Vietnam with General Mills

The flagship Annam Gourmet stores in HCMC are expanded 2011 Exotissimo Japan opens in Tokyo

The first Warehouse store opens in Cambodia

The first 5 units of the New Cho retail chain are opened in HCMC

The 15th Yves Rocher store opens in Vietnam

The Prudential Vietnam Fund sells its minority stake to the founding shareholders

2012 Exotissimo opens in Beijing, China Annam opens in Yangon La Residence becomes MGallery 2013 Bagan Lodge opens

Exotissimo celebrates its 20 years

Yves Rocher opens its 45th outlet in Yangon

New Warehouse shops in HCMC and in Yangon

exotiss

appletreetourism&hospitality

Exotissimo Travel

Started in Vietnam in 1993, Exotissimo Travel has achieved international recognition

as a highly successful destination management company, with inbound and

outbound services. Since its creation, it has developed an extensive network

throughout South-East Asia and has opened offices in Myanmar, Cambodia, Laos,

Thailand, Indonesia, Japan and China. Exotissimo Travel has dedicated sales offices

in France, Spain, Germany, Australia, USA and Great Britain. Exotissimo Travel offers

inbound travel services, MICE and adventure travel.

Business sector: Tourism Year founded: 1993 Number of employees: 700

Countries of operation: Vietnam, Laos, Cambodia, Thailand, Myanmar, Indonesia, Japan, China.

Plus sales offices in France, Spain, Germany, US, Australia and Great Britain.

B2B Sales Offices in France, Spain, Germany, Great Britain, USA, Brazil and Australia

simo travelFrom its pioneering days in newly-opened Vietnam to its current status as a leading

provider of quality destination management services in Asia, Exotissimo has worked

hard to improve its core competencies and deliver genuine value to its partners.

Exotissimo prides itself on being a leader in the experiential travel segment. With

great passion and intricate knowledge of the region, Exotissimo deliver innovative

experiences for today's discerning traveler.


La Residence Hotel & Spa M Gallery

Business sector: Tourism

Year founded: 2003 Number of employees: 200

Location: Hue - Vietnam

La Résidence Hôtel & Spa by Accor is an elegant art décor hotel, formerly

the French governor's residence in the 1920's. Nestled on the banks of

the Perfume River, the hotel features Le Parfum, a fine dining restaurant, a

lobby bar, meeting rooms, a tennis court, a luxury spa and a large outdoor

swimming pool at river height giving the illusion of merging into the

Perfume River.

Its incredible location overlooking the Citadel and the Perfume River gives

the hotel its uniqueness embracing total serene tranquility.



Location: Hue - Vietnam



Country of operation: Hanoi - Vietnam

The Press Club

The Hanoi Press Club is an impressive six-storey property with interiors

reminiscent of Hanoi in the prospering 1920’s. The bold Indochine modern

design and stunning central location facing to the Hanoi Opera House and the

Metropole Hotel are the draw cards for this unique place.

Within The Press Club, The Restaurant offers a fine dining experience, while

the large elegant ballroom and function rooms can be configured to suit all

banqueting needs.


Emeraude Classic Cruises

On the calm waters of Halong Bay, Apple Tree has launched a magnificent ship

named Emeraude, modelled in the tradition of the grand old single-wheeled

paddle steamers of the colonial era. The original Emeraude was one of the

flotillas owned by the Roque family who left Bordeaux in 1858 in search of fame

and fortune. The fleet cruised along Indochina's waterways and Halong Bay

until 1937. One of the great natural wonders of the world and a UNESCO World

Heritage Site, Halong Bay is only fully appreciated while meandering among the

islands and inlets.

Designed with 37 luxurious cabins, two of which are suites, the 55-metre

vessel is equipped with world-class standards of comfort and safety to make

this one-night cruise a unique experience.



Country of operation: Halong bay - Vietnam

Villa Maly

Located in the heart of the UNESCO Heritage city of Luang Prabang in Laos,

Villa Maly is conveniently situated within walking distance of the main historical

attractions and places of interest. With an original blend of French colonial

furnishings mixed with charming Laos architectural detailing creates an ambiance of

staying in a luxury private villa.

The central building was formerly a private residence of nobility, with its original

splendour derived from the 1920’s, evocative of the past French influence. There are

five low rise buildings housing 33 rooms and suites, all with views overlooking the

garden and splendid swimming pool.

Kamu Lodge

Kamu Lodge is an authentic eco-lodge o n the banks

of the Mekong just three hours upstream from

Luang Prabang. This unique eco-friendly concept in

Laos offers 20 comfortable tents with electricity and

private bathrooms.

The experience offers many activities, including rice

planting and harvesting, learning the Lao method of

fishing and other traditional activities.



Country of operation: Luang Prabang - Laos





Bagan Lodge

Perched on the edge of an archaeological wonderland, 85 room Bagan Lodge is

gateway to some of the world's most magnificent temples and pagodas. The rooms

and suites evoke the romance of a storied expedition, albeit in posh, air-conditioned

comfort. The restaurant and bars are fuel to the fire of local adventure, and our

swimming pool and spa are an oasis any time of day.



Country of operation: Bagan - Myanmar

Nava Mekong

The first dining cruise on the Mekong in Luang Prabang, the Nava Mekong offers

passengers a leisurely lunch cruise or sunset dinner cruise. As you leave the peninsula of

Luang Prabang behind you, witness rural life and peaceful sceneries on the banks of the

river as you cruise upstream.

Both cruises feature a delicious menu of traditional Lao fare, served by staff in authentic

dress. The Lunch cruise travels as far as Pak Ou Caves, where passengers can marvel at

more that 5000 Buddha statues. Guests of the dinner cruise enjoy the sunset and live

entertainment provided by local villagers who dance in traditional costume to Lao music.





Year founded: 2014 Number of employees: xx

Country of operation: Myanmar

Sanctum Inle Resort

The Resort rests on the eastern shore of Inle Lake within the

blue treetop ranges of the Shan Hills. Just a 20 minutes boat

ride from the town of Nyaung Shwe, the Resort is a perfect

base from which to explore the wonders of Inle Lake and

the surrounding region. The lake's top resort offers guests a

secluded retreat with 80 comfortable rooms built along the

shallow waters of the shoreline. The Sanctum Inle Resort

blends harmoniously with its surroundings and offers guests

the best in modern comforts, professional service, and a

truly unforgettable visit.

annam

appletreeimportdistribution&retail

Annam Fine Food

Annam Fine Food is a wholesale exclusive importer and distributor of high-

end food and wine labels in Indochina. Among other brands, Annam Fine Food

provides Barilla, Tabasco, Pepperidge Farm cookies, Kettle Chips, McCormick,

Saupiquet and Teisseire.

For beverages, Annam is the exclusive distributor of Georges Duboeuf, Baron

Philippe de Rothschild, Chapoutier, Antinori, Joseph Drouhin, Perrier, Teisseire,

Roederer, Tree Top, Duvel, Leffe and Yalumba.

Business sector: Import & Distribution


Countries of operation: Vietnam, Cambodia, Laos and Myanmar.

Annam Fine Food’s main depot center is in Cat Lai, Ho

Chi Minh City, with 4,000 sqm, handling the storage and

distribution of its 7,000 skus all over Vietnam and neighboring

countries Laos, Cambodia and Myanmar.

There are also two distribution platforms in the Northern

and Central area of Vietnam to ensure timely distribution.

The main distribution center in HCMC and that of Hanoi can

accommodate products with storage requirement from 4C

to room temperature which are sufficient for cheese, ham,

wine, chocolates, and biscuits.

Business sector: Retail

Year founded: 2004 Number of employees: 144, 4 shops

Country of operation: Vietnam



Countries of operation: Vietnam, Cambodia, Laos and Myanmar.

Annam Gourmet Market

Stylish and exclusive, these retail stores offer connoisseurs the finest Asian and

Western delicacies, including cheese, meat, coffee, cereals, organic fruit and

vegetables, wines and beers, as well as luxury brand Fauchon®. The in-store deli

serves tasty baguette rolls, sandwiches and salads in a comfortable lounge area.

The Company is constantly looking for new business partners around the

world, sourcing high quality products to introduce to the Asian market.

appletreeimportdistribution&retail

Yves Rocher



Country of operation: Vietnam, Cambodia, Laos & Myanmar

Yves Rocher is the world leader in botanical beauty care, with over 30 million clients

and 1,600 beauty centers worldwide, built up over the last 50 years. Located across

five continents, Vietnam is the fifth country representing the brand in Asia. Products

are made from natural and active ingredients, which offer every woman a solution at

an affordable price.

Our professionals receive ongoing training which allows them to provide up-to-date

expert advice on which treatments are best suited to each individual customer.

New Cho



Country of operation: Vietnam, Cambodia, Myanmar

The Warehouse

The Warehouse is the pre-eminent wine merchant in Vietnam, offering a comprehensive

portfolio of the world’s most renowned wine brands.

Wines are sourced from both the old and new worlds and represent the very best

productions from the greatest regions. They are shipped and stored with care to ensure

they are presented in ideal condition for immediate consumption or for further cellaring.

A comprehensive catalog of best sellers and special offers is issued several times a year.

The Warehouse also offers a first-class range of spirits, wine accessories, glassware,

refrigeration and the latest wine related books and magazines.

In 2011 Apple Tree Group and its joint venture partner

launched a new urban supermarket brand, New Cho. With

a focus on fresh products, New Cho offers consumers a

modern and convenient shopping experience.

The Group has already opened 7 stores in Ho Chi Minh City

and has aspirations to expand to around 20 stores within

2012/2013.

Business sector: Retail


Country of Operation: Vietnam

18 Hai Ba Trung District 1 Ho Chi Minh City Vietnam Tel: +84 (8) 823 5800Fax: +84 (8) 823 5801

www.appletree-asia.com