“I would like to thank you for your time to read through our short company presentation. I am pleased to introduce you our company, our believes as well as our brand “Forel”.

For “Forel”, women’s clothing is the center of the universe. For women’s clothing, the center of the universe is Forel.

Proud over designing and creating elegant clothes, making all our beloved ones unique and desirable. We are thrilled over passing the “Forel” lifestyle to our new partners - Franchisees.

Adopting this lifestyle is part of the complete cooperation package we created especially for you, our new partner.

Looking back, we see the path through time, the success story which is the result of the personal investment made by Chatzoulas Family and all our associates. It is thanks to these people, that I promise substantial focused effort for further growth, that will make us all grateful to work for “Forel.”

Apostolos Chatzoulas

President

Founder’s Quote

Forel was founded in 1986 by Apostolos Chatzoulas the current President and Nelli Zervoudi, Vice President, who both had a strong passion for fashion. Nowadays, after a successful process of 25 years, the brand name Forel represents one of the most famous fashion trends in Greece.

At that period the production was related only to skirt production but within a short time the company has expanded its products to the entire range of women's clothing, covering all the needs of the contemporary woman.

Today, our activities include the design, manufacture, wholesale as well as retail sales of ladies’ clothes, under the brand label of Forel. Our working team consists of more than 150 people, who constantly work on keeping us in the top of our customers’ minds and hearts!

Forel has been leading the woman clothes industry with its creative and authentic collections and is today meeting with fashion enthusiasts via its 15 stores. Forel stands for a brand representing elegant and stylish women and marks the difference with its high-quality designs.

Our company

Who we are

We design, produce and distribute modern, luxurious, easy-to-wear, high quality and competitive priced women clothes apparel for all women who have an independent attitude and want to feel unique and desirable each moment of the day. For Forel, women are the center of the universe: their needs, their preferences, their demands. A modern woman needs clothes appropriate for every occasion. A modern woman prefers stylish clothes that bring out her femininity. A modern woman demands clothes with excellent quality at excellent price.

Country of Origin: Greece

Date established: 1986

Franchising since: 2000

Company owned: 5

Franchised Stores: 10

Currently operating in: Kazakhstan, Canada, Australia, United Kingdom, South Africa and Lebanon.

Expansion Plans: Worldwide

Average Store Size: Ranges between 80-150 sqm

Average Investment per Store in €: 100.000-150.000

Type of Contractual Agreement: Exclusive Area Development

Opportunity: Exclusive Master Agreement, Franchise Agreement (Single Unit), Distributorship/Wholesale

License Fees: Varies according to the Type of Contractual Arrangement

Duration of the Agreement: 9-12 years

Minimum Advertising Expenses: 2.5%

Company Key Facts Info

Forel dresses women who want to feel comfortable in their clothes, which emphasize their beauty, making them an object of admiration.

Fashion trends, as they are released by the most important leaders in the fashion industry, are applied to the stylistic needs of the Forel woman.

Forel provides all clients an excellent service. They are the most important link to our brand constantly inspiring us and thus feeling appreciated and longing to see the coming collections.

Company philosophy

Our vision

We consistently try to accomplishing more, without losing our identity. We are a team, a global family, we believe in the values and the people who have brought us to where we are. We carry on together, with new, fresh ideas and constantly updated know-how, with swift responses to new challenges, penetrating new markets, opening new frontiers, but always with the proper respect to the human element inside our corporation, our community and our clients. This makes our success substantial and long-lasting. This success will lead all of us to the top, achieving our personal goals with total satisfaction. We are a global fashion brand, without any compromise in quality, offering unique collections for the women who enjoy fashion.

In 1990, Forel starts its first exports to Cyprus. The results were impressive based on the financial success as well as the acceptance that our clothes have until today.

Motivated by this success story Forel decided to expand the network also to other markets and today Forel clothes can be found in prime locations all over the continents. We export our collections to more than 10 countries such as Switzerland, South Africa, Canada, Kazakhstan, Australia, United Kingdom and Lebanon.

Forel desires to be close to the modern woman all over the world, through a large organized network of stores and branded sales points.

Today, the network includes:

–15 Forel stores in more than 10 cities over the 5 continents.

–300 Wholesales Partners in more than 10 countries

Location of stores:

Central high-end locations in malls, street retail and department stores.

In other words, an international network that guarantees the well deserved market visibility of the brand.

Network

Our head is located in Athens-Greece, in premises with the total surface of more than 3000 sq. m.

The premises house the following departments:

• Design Department

• Creation of technical standards (patterns) and sewing of samples

• Supplies

• Cutting, tailoring and ironing

• Quality control Department

• Logistics and central distribution warehouse

• Commercial Department (marketing, PR, sales)

• Finance and Accounting

• General Management

Infrastructure

Showrooms

In our elegant and stylist showrooms we can take care of and serve our clients and give them the special appreciation they deserve while selecting and preparing their orders.

Quality control

Forel takes great consideration of their production. The key word is time and quality, putting all our efforts into the coordination. In 50 days we take an article from the design table to the shelf. All production is made in Greece and totally controlled by the company. Our potential output is more than 500,000 pieces per year. Production is made with carefully selected up to date fabrics with anti-allergic dyes and strict specifications as to fitting and sewing and strict quality controls before they reach the shelf. During the entire production process, an internal quality control system is applied to secure that the final product is really worth the customer’s expectations.

The ethical foundation of Forel is based on corporate social responsibility. As a responsible business we have adopted our role in the communities in which we operate.

We are working towards sustainable responsibility, operate and encourage corporate recycling programs, research on using more sustainable raw materials and trying to be a fair partner to everyone connected with our network.

Finally, we have adopted a common code of conduct for all of the Forel stores and companies all over the world.

We also help those who are less fortunate in the community by cooperating with the church, local schools and by contributing to charity programs and bazaars aimed at supporting charitable organizations.

Social responsibility

Our Collection

With 25 years of history in the fashion industry, Forel is one of the leading companies in production and selling of female clothing in Greece.

With their quality, perfect tailoring, inspiration and good taste, Forel clothes always follow and adopt worldwide trends and win new and demanding markets outside Greece.

Forel style expresses a fresh outlook for modern woman with its modern cuts and redefines “classic”.

The Brand

Forel stands for elegance - all day long, luxury, quality and modernity.

A Lifestyle which combines business, comfort and pleasure!

For the modern woman over twenty, who enjoys fashion and femininity at reasonable prices!

Forel collections are wearable seven days a week, targeting women with positive mood, full of elegance.

Forel designs two collections per year, in which we present outstanding apparel for all hours and occasions, with such a special style that can only be found at a Forel store.

The collection

Casual look

Forel woman can express herself through her clothing, she can feel free, full of femininity, she can feel special!

Feminine..

Refined & Dynamic..

..with Self Confidence

Sophisticated..

Confident..

Business

Forel woman likes to maintain her delicate and perfect elegance in her professional and private life.

Romantic ..

Chic & Feminine..

Formal, evening

For Forel, women’s clothing is the center of the universe. For women’s clothing, the center of the universe is Forel.

Dynamic..

…with Confidence

Our products are characterized by their style and the perfect relationship

between perceived quality and price.

Our daily concern is focused on total customer satisfaction, both through our products and our customer services. Our Collections include apparel for every occasion in a

woman’s life.

Product Mix

40%

15% 13%

10%

10%

6% 6%

Sales / Category

Dresses Trouseres Jackets Blouses Overcoats-Furs Shirts Skirts

Pricing

Dresses €25-50

Formal Dresses €50-125

Blouses €10-26

Skirts €24-43

Trousers €24-39

Shirts €25-38

Jackets €40-63

Overcoats €50-110

Coat €30-65

Our Customer

…with style!

She knows what she wants and how to get it!

…who likes to maintain her delicate and perfect

elegance in her professional and private life...

She is the one..

Customer demographics

25 - 30 years old

29%

30 - 40 years old

43%

40 - 50 years old

17%

50 - 60+ years old

11%

The Concept

Our shop concept aims at being practical and ‘user friendly’ for

the sales force and at the same time inviting and an overall

pleasant shopping experience for the customer. Forel attaches

major importance to excellent customer service; therefore the

stores are created with that in mind.

The shop concept

Our Shop Concept

Shop Front

Merchandising

Marketing

Forel’s advertising campaigns are creative and innovative. The most beautiful women in showbiz have starred in them.

Many of its campaigns have been mentioned in showbiz and media and it is worth noting that Forel was the first Greek company which cooperated with foreign top models for its advertisement campaigns.

In 2007 the famous actress Anna Dimitrievich starred in Forel’s 2007 TV commercial “Great Divas”. Forel invested heavily in this TV spot by huge acceptance.

In 2011 Forel suppresses the international fashion community. The agreement with the Top Model Adriana Sklenarikova for the advertisement campaign places Forel as the only Greek company that cooperates with a model with such a reputation.

Marketing

• TV, fashion and other social media as well as online magazines as Elle, Marie-Claire, Madame Figaro, Cosmopolitan.

• Catalogues distributed in shops.

• Social Media and On Line Marketing. Promotion on e-media, Facebook, You Tube, on line magazines and press releases.

A continuous evolution of the presentation of shop-windows and the interior of the stores through out dedicated and specialized (Stylist and Visual Merchandiser).

Marketing tools

Media - Tv

Fashion Catalogues

Advertising in all major magazines

Advertising in all major magazines

Advertising in all major magazines

Advertising in all major magazines

Advertising in all major magazines

Web Presence

Social Media

Investment Opportunity

Term of Cooperation: 9-12 years

Average Store Size: ranges between 80-150 sqm

Est. Decoration Cost: 500€/ per sqm

Projected Products: 70-100.000€/ per season

Est. Total Investment: 100-150.000€

The Investment

The pilot shop is usually positioning inside a shopping mall in the capital city or on a central shopping or pedestrian road, which means that our partner has to secure a strategic location in shopping, on high-end streets and in close proximity to other international fashion brands.

The size of a typical Forel store should be approx. 120 sq.m. with a storage area of about 30% of the total shop area.

Store Requirements

Experience in a similar business field is preferable.

Our new partner has to convince us with a structured and well thought-out business plan in order to penetrate the new market, and setting up this pilot store.

We do not need to stress that we do value personal qualities, managerial capabilities in addition to a reasonable liquidity, which is needed to finance the Forel Franchise project.

Our Partners

International expansion is not only a dream, but also a necessity in today's global economy. Forel is already present in a number of countries and is expanding fast towards becoming a global franchise and a leading brand in the women fashion.

In this light of this, we are granting rights for the development of a specific territory. Area development rights are very similar to master franchise rights, differentiating themselves only in the size of the territory, the sub-franchise rights as well as some other minor differentiations.

In regards to the size of the territory, area development is usually applied for countries with a very large territory, or with a federal structure. An area developer has the obligation to develop his own network inside his territory and most of the times he will do so without sub-franchising to third parties.

What we offer

Forel grants the rights for a given geographical territory to a partner, Franchisee, the area developer. This area developer has the right to exploit and develop his own market.

Forel and the area developer sign an “Area development franchise agreement” which regulates the terms and conditions of the cooperation.

Part of this agreement is also a mutual agreed development plan. This development plan quotes the planned progress of development regarding new sales points inside the area developer’s territory in a specific timeframe.

The area development agreement regulates also the financial part of the cooperation, as well as the marketing fund and the advertising procedures that the area franchisee has to implement inside his territory.

Area developer in action

In this view we are granting rights for the development of a specific territory, which in most cases would be a whole country. The master franchise differentiates itself from a single unit franchise in that our partner will actively take our place as a franchisor inside his market and will act as being the mother company itself, developing not only its own shops, but also a network of sub-franchised Forel shops under its guidance and support.

Forel has uniform specifications regarding the construction of the shop, the layout, the merchandising, the marketing and other factors that characterize the Forel concept.

These specifications are an important part of the Forel concept and our Master Franchisee will be its guardian.

Master Franchise

In general, the following key terms apply:

- Term of area development agreement is between 9-12 years (with an option of renewal). The term may vary from country to country depending mainly on the real estate lease terms and conditions as well as on other factors of the local market.

- Area development rights: In order to activate the right of further developing the territory, thus granting licenses to sub franchisees or setting up the second Forel store inside the territory, it is mandatory to operate a successful Forel pilot shop for a reasonable period of time.

- Territory: Normally wider area, a federal state or a region of a country, but this varies depending on the size as well as on other factors that may characterize a territory. In some cases an area holds more than one country, if their characteristics are similar or supplementary.

- Exclusivity: Exclusivity is guaranteed from the beginning, even if expansion starts after a certain period of time.

Terms

The business and investment package offered by Forel includes a wide range of options.

The Forel master franchisee has the option to develop:

-A solid company owned and operated network of Forel concept stores.

-A wholesale network of exclusive distribution sales points inside the territory.

-Soft shops, corners or shop in shops inside major department stores.

-A strong franchise network of sub-franchised shops owned and operated by motivated franchisees.

The opportunity

A business relationship directly with the mother company.

Our new partner has the right to operate one Forel unit (store) inside his territory.

The majority of franchisees start out by owning one Forel store.

This is a great way to enter our international network and to thoroughly understand the concept and the system, to become a Forel partner adapting to our lifestyle and our beliefs before taking on additional units.

Direct or Single Unit Franchise

In general, the following franchise key terms apply:

-Term of franchise agreement is normally between 9-12 years (with an option of renewal). The term may vary from country to country depending mainly on the real estate lease terms and conditions as well as on other factors of the local market

.-Territory: Normally a specific part of a city, but this varies depending on the size as well as on other factors that may characterize the city. In certain cases, when it comes to evaluating the territory of a smaller city, exclusive territory rights for the whole city may be granted.

-Exclusivity: exclusivity is guaranteed from the beginning.

-The pilot shop is normally positioned inside a shopping mall in the capital city or on a central shopping or pedestrian road, which means that our partner has to secure a strategic location-placement in shopping malls, on high-end streets and in close proximity to other international fashion brands.

Terms

• Transfer of business concept know-how through initial and on-going training and provision of material, operating manual, software and literature.

• Customization of business plans and 3-year financial analysis according to local market variables.

• Initial one week training at Forel HQ and company-owned stores for 2 Individuals of the Licensee staff.

• Pre-launch one training at Licensee territory provided by individuals of Forels supervisory and management staff.

• Post-Launch support including soft opening and launch event, on the job training and store monitoring.

• Technical support in relation to customized store designs and layouts.

• Supply of lists and specifications of equipment, furniture, fixtures and fittings.

• Provision and customization of launch marketing program.

• Provision of sample marketing plan, design and artwork.

• Supply of sample marketing material, packaging material, product catalogues.

Initial Support

• On-going provision of management, operational, technical advice and guidance through telephone or electronic communication, Intranet and video conferencing.

• Support in the customization of annual marketing programs and local store marketing.

• 2-4 visits a year to the Franchisee territory.

• Periodical management and financial auditing and production of updated business plans.

• Continual Product/Service Mix Analysis & Evaluation based on historical sales.

• On-going franchisor’s website support including maintenance and use of intranet.

• Organization of International Network Conferences.

• Provision of on-going training as and when agreed between theparties.

• Continuous update of operations manual as and when deemed necessary.

• Continuous market research and introduction of new products, promotions and marketing ideas.

• Continuous development of corporate image.

• Piloting franchisees’ ideas on new products and services in the company-owned stores.

• Design of e-media and newsletters.

On-Going Support

1. Get to know the Forel concept, philosophy and products.

2. Do you believe you are the right franchisee for Forel? Come and visit us at our head offices and discuss with all of our key managers.

3. Find the right location for the Forel pilot shop in your market.

4. We issue a three year business plan for your investment.

5. On approving the proposed location and shop we will visit your territory and approve the proposed location.

6. The franchise agreement is signed.

7. We issue the detailed architectural plans for usage by our franchisee.

8. Construction of the first pilot store begins.

9. Training of our franchisees and his key-personnel is being held at our premises in Athens, Greece

10. Forel local marketing plan is issued

11. Grand opening of Forel store

12. Forel store starts to operate!

12 Steps to Success

Information Isabel Lopez Bengtsson

International Franchise & Business development

Kountoriotou 108 Athens Kountoriotou 108 Pireaus,

Athens Greece Tel: + 30 210 4225424

Mobile: +30 695 63 32 401 Fax: + 30 210 4128382

E-Mail: i.lopez@easyfranchise.gr Web: www.soeasyfranchise.gr

Head Office: Forel Α.Β.Ε.Ε. Tel: 0030 210 9401895 Fax: 0030 210 9414271 E-Mail: info@forel.gr Web: www.forel.gr