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Revolutionary Consumer Products: Company presentation by Gerald Kullack, LILLYDOO at the NOAH Conference Berlin 2019, 13-14 June - STATION.

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  2. 2.  @NOAHConference  @noah_conference  @noah-conference  @NOAHConference FOLLOW USONSOCIAL
  3. 3. STRICTLY CONFIDENTIAL & PROPRIETARY INFORMATION LILLYDOO LILLYDOO is the first European digitally native vertical baby care brand. We offer highest quality skin-friendly diapering products in a convenient online subscription service.
  4. 4. 3 LILLYDOO GMBH | NOAH BERLIN 2019 Clear premium positioning vs. existing brands Addressing the changing needs of modern families 100% Performant Probably the HIGHEST absorption capacity worldwide combined with a LOW rewet Skin-friendly Free from perfume and lotion; FIRST diaper in Germany to carry OEKO-TEX® STANDARD 100 seal Stylish MOST INNOVATIVE designs, from limited editions to design collections Premium price Sold at a PREMIUM compared to the category based on superior brand positioning
  5. 5. STRICTLY CONFIDENTIAL & PROPRIETARY INFORMATION Our direct-to-consumer approach Disruptive market entries through direct online sales. Data based consumer understanding and agile innovation cycles both for our physical products and proprietary tech platform. Only later we cooperate with carefully selected trade partners. Traditional FMCG approach Focus on offline distribution without a direct consumer link and consistent data approach with rather slow innovation cycles.
  6. 6. 5 LILLYDOO GMBH | NOAH BERLIN 2019 Baby care is moving online – globally LILLYDOO aims to become the market leader in this new online segment Baby Care €2bn Baby Diapers €5bn €7bn Total market size Europe Traditional brands 70% Retail brands 30% 70% Dominated by one brand Online 15% Offline 85% 85% Of diapers still sold offline
  7. 7. 6 Coming from €12m in 2017 and €1,7m in 2016 €40m revenue in 2018 Disruptive online subscription model complemented by offline sales ~80% recurring subscription revenue Available across DACH, France, Spain, Netherlands and Italy European market presence The first and leading European digitally native baby care brand #1 market position 130 in our HQ in Frankfurt and 50 in Berlin 180 employees 76% brand awareness in Germany >100,000 active subscriptions LILLYDOO is disrupting the baby care market
  8. 8. 7 LILLYDOO GMBH | NOAH BERLIN 2019 Distinctive approach vis-à-vis traditional offline brands Direct-to-consumer Easy-to-use online subscription with regular delivery to customer Authentic Unique brand experience that modern families identify with across all customer touchpoints Customer-centric Best-in-class customer service with flexible subscription models and customization options Innovative Next level data based consumer understanding allowing agile innovation cycles Direct delivery to customer every 3-6 weeks via in-house logistic Individual subscription of diapering products and complementary add-ons LILLYDOO offers highest quality diapering products in a convenient online subscription service
  9. 9. 8 LILLYDOO GMBH | NOAH BERLIN 2019 We expand regionally and horizontally To become a €100m FMCG platform by 2020 Revenue build up Growth pillars Build the basket1 Become a Platform3 Expand in Europe2
  10. 10. 9 LILLYDOO GMBH | NOAH BERLIN 2019 Increase subscription basket Allow our LILLYDOO lovers to enjoy more of our products and cross-sell Free choice of which products to subscribe enabled by our new subscription engine Logical range extension with products developed with the same philosophy 1 Skin CareFlexible subscription basket
  12. 12. Selected Completed NOAH Transactions Focus on Leading European Internet companies Covering over 400 companies across 25 online verticals, a broad range of over 500 investors as well as 100+ online-focused corporates Deep understanding of industry dynamics Ability to add value beyond banking advice Facilitates overall process and minimizes management distraction NOAH Advisors is globally well connected and has direct access to virtually all key players in the industry Knowledge of and strong relationships with potential buyers’ key decision makers Proactively finds and unlocks attractive investment opportunities for leading investors Annual NOAH Conference in its 10th year Over 40 years of combined relevant M&A experience Routine execution of M&A and financing transactions with sizes of several billion euros 30 successfully completed NOAH Advisors transactions underline successful transfer of M&A competencies to the Internet sector Entrepreneurial mind-set, focused on growing the business and establishing a reputation for excellence Ability to deliver top results in short time frames Highly success-based compensation structures align interests of clients and NOAH Advisors, and demonstrate conviction to deliver top results Creative deal solutions Unique Industry Know-How Unmatched Network and Relationships Strong Investment Banking Competence Full Commitment - We Are Entrepreneurs! EUROPE’S LEADING INTERNET CORPORATE FINANCE BOUTIQUE® The NOAH Advisors Core Banking Team Marco Rodzynek Managing Director & Founder Jan Brandes Managing Director Nikhil Parmar Director Olek Skwarczek Associate Lukas Schlund Analyst December 2014 October 2014 Sale of 100% of for $800m to Exclusive Financial Advisor to Fotolia and the Selling Shareholders Sale of 100% of for €80m to Exclusive Financial Advisor to Trovit and its Shareholders October 2016 Investment in Exclusive Financial Advisor to KäuferPortal and its Shareholders by 84% Ownership December 2016 August 2017 Financial Advisor to Silver Lake Financial Advisor to EMK Capital Investment in Acquisition of a Majority Stake in by by at a valuation of $200m November 2019 July 2019 September 2018 Financial Advisor to MagicLab Financial Advisor to AU10TIX and its shareholders Financial Advisor to 10bis and its shareholders Acquisition of a 79% stake in $60m Investment in Sale of 100% in by at a valuation of ~$3 billion at a valuation of $260m by for €135m to 10Bis