This document provides an overview of the EFREM Kids online children's clothing retailer. Key details include: - The company was launched in March 2010 with a mission to be the leading online retailer of exclusive children's fashion in Australia while also supporting charitable causes. - 5% of after-tax profits are donated to partner charities. The company promotes charitable work through clothing sales and events. - EFREM Kids carries designer brands like Children's Worldwide Fashion and aims to expand its brand offerings internationally over time. - The target audience includes wealthy mothers and teens as well as children aged 0-16. Advertising strategies include social media, PR, and events to raise charity awareness.

1. Launch date 7th March 2010

3. Mission
• To be recognised as the
market leader online
retailer of exclusive, top of
the range children's wear in
Australia
• Dedicated to selling and
promoting exclusive
products online to the
fortunate, whilst promoting
charitable work to the less
fortunate

4. Inspiration
• Although EFREM Kids was
formed in 2010 the vision
for the business has been in
the making since 2008
• The inspiration behind the
business is to honour the
legacy of Nathan Aquilina’s
dad, Efrem Aquilina, and to
give back to society

5. Exclusive
1st Australian
kids clothing online
retailer to distribute
Children’s
Worldwide Fashion
(CWF) designer
brands

6. Intention
To revolutionise, promote,
and essentially sell online
exclusive, high quality
fashion to fortunate
children, whilst donating
5% of net profits after tax
to charities who come on
board as partners, and get
involved in events
(We prefer that all net profits after tax
from all brand sales contribute to charity
donations, but it is not mandatory of each
brand that comes on board)

7. Objectives
Grow the
business to
become the
Australian
leader in the
category

8. USP
• One stop online store
supplying exclusive top
of the range imported
brands
• 20% off retail
• Charitable involvement
• Public charity
awareness and media
via events

9. Brands

10. Expansion
• Secure additional designer
kids brands
• Spread internationally
• Extend to adults wear, so
developing a relationship
with children and their
parents is crucial to create
an emotional connection
• Launch EFREM line

11. Trends
• Total market size for kids
clothing in Australia is $40m
– Upper end of market spends
$13m (or 33%)
• Globally it is estimated at
US$28b
• Children are becoming more
aware of clothing via:
– TV advertising in children’s
programs
– Movie and music video
placement
– Parents’ fashion influence
Source: ABS

12. Target
• Mums (“Yummy
Mummies”) who are
passionate about dressing
their kids like them, and
have the spending power to
do so
• 13-16 year olds (secondary
audience)
• Exclusive clothing available
from the age of 0-16

13. Advertising & PR
• Facebook (646 Fans and counting)
• Twitter
• You Tube video (1,527 views so
far)
• Database of 600 and counting
• Press release on 7th March 2010
to announce launch to key
parenting and fashion magazines,
and database
• Monthly e-newsletter to database
• 2DayFM on-air promotion
• Contra with Allens Lollies and
Ryan’s Toys

14. Promotion
• Database driver
• Facebook
• Twitter
• Kidspot.com.au competition (part of
SheSpot reaching 2m+ women each
month)
• 10% welcoming discount voucher
• Flyers:
– Letter-box drops in affluent
Sydney suburbs
– Child Care Centres, including ABC
Learning Centres
– Parenting hot spots
• Hospital Bounty Bags

15. Events
• To be known as the company
that supports children’s
charities
– Create events with
supporting charities
• Clothing sold at events with
5% of net profits after tax
donated to supporting charity
• World famous kid
entertainers, such as Hi-5 and
The Wiggles, as draw card

16. Charities
– YWCA Big Brothers, Big Sisters
www.ywcansw.com.au
– Stuck On You
www.stuckonyou.com.au
– Donations:
• QLD floods
• YWCA NSW “Rock The Kasbah”
– Rocklea State School Library
– Share Care

17. Packaging

18. The Team
• Nathan Aquilina Chief Executive Officer (CEO)
• Jonathan Romano Marketing Director
• Michelle Grima Marketing Assistant
• Debra Patrizi Brand Coordinator
• Michelle Kahawaty Designer
• Pistachio Media Creative and website partners
• Bechara Shamieh Non-Executive Director
• Website: www.efrem.com.au

19. Appendix

20. DKNY
In 1989 Donna Karan was inspired
by her daughter to create a
wardrobe of clothes for the many
aspects of a modern, urban and
fashionable woman’s lifestyle.
DKNY, as its name indicates,
suggests the energy and spirit of
New York - easy to wear clothes for
the weekend, morning or
evening. DKNY always offers a
unique mix of styles, designed for
different generations across
the world.

21. ELLE
Created in 1945, ELLE is a reference in
women’s magazine. It boasts 42 magazines
worldwide including 20 million readers
each month in the world - 9.4 million of
whom, being European. There is also a
whole world to discover online, with 28
websites dedicated to the brand, including
www.elle.fr and www.elle. com, as well as
e-shopping at www.ellepassions.com and
www.elleboutique. fr. Being the leader
among fashion brands derived from a
magazine, the ELLE label established in
1982 has developed a global universe of
fashion products and accessories: ready-to-
wear for women and children, footwear,
luggage, jewellery, glasses, decoration, etc.

22. HUGO BOSS
For years, the HUGO BOSS Group has been one
of the market leaders in the premium fashion
and luxury goods segment and is continuously
expanding this position. As a result, HUGO BOSS
products can now be purchased at some 6,100
points of sale in 110 countries. Rounding off
global expansion and strengthening sales and
distribution of HUGO BOSS products also further
drives forward retail activities in particular. In the
last fiscal year, the number of own retail stores
amounted to 364. The number of stores
operated via franchisees amounts to
approximately 1,050. This brings the total
number of monobrand stores in the HUGO BOSS
Group to more than 1,400 in over 80 countries.
The Brand portfolio, which covers all the key
fashion segments ranging from classic tailored
fashions, evening and casualwear to shoes and
leather accessories as well as licensed
fragrances, watches, eyewear and children’s
fashion, forms a supporting pillar for the Group’s
success.

23. MARITHE FRANCOIS
GIRBAUD
In 1964, two different yet complementary
characters crossed paths: Marithé and
François Girbaud. This was the start of a 40-
year collaboration between two designers
skilled in combining technology and creativity.
Marithé and François Girbaud brought a new
approach to fashion: more popular and more
industrial, inspired from the work-garment.
Constantly researching fabrics, washes and
treatments, they worked tirelessly on the
shape, function and construction of the
clothing. It began in 1970 with the
industrialisation of fading, followed in 1972
by the “Stone Wash” process which
revolutionized denim. From stone to light.
They now use laser to treat the denim - a
process that is 97.5% waterfree:
WATTWASH™. As talent discoverers, imbued
with visionary spirit, they influence the
market.

24. Timberland
The Timberland adventure began in
New Hampshire, U.S.A. in 1952. The
Abington Shoe Company
created the Yellow Boot in 1973:
comfortable, water-resistant, durable,
this boot guarantees both
comfort and long-lasting protection.
In 1978, the Timberland brand was
born. The qualities of comfort,
strength and functionality of
the Yellow Boot have become the core
values of Timberland products in
footwear, apparel and
accessories for men, women and kids.

25. Escada