GLOBAL CATEGORY LEADERFOR HOME & LIVING

Kinnevik Capital Markets DayMay 2014

How do you buy furniture today?

Great

assortment

Great

leadtimes

Great

customer service

Great

shop & content

Great

fulfillment

Great

prices

What do you need in order to sell furniture online?

Now that customers are happy….

how does that work for Home24?

>€100m net sales run-rate

Return quota <10%

Powerful unit economics and

negative working capital

Note: All figures unaudited and preliminary

Basket size >€200

Positive profit contributions after variable costs already

at 1st purchase. Loyalty effects within first 6 months!

>€10At first purchase

>€15Within 1st month

Profitable loyalty!

>€20Within 180 days

Note: Data for Home24 Europe December 2013 cohort. All figures unaudited and preliminary

Does the model only work in Germany?

Home24 as clear market leader in core markets!

Today, already >40% of revenues outside of Germany

Latin America Europe

Note: All figures unaudited and preliminary

This all looks so easy. How do you do that?

Vertically integrated business

with in-depth sourcing

expertise in Asia and CEE

Proprietary logistics

infrastructure with deep EDI

integration with suppliers

“The gold standard” in

performance marketing

Heavy tech focus with very

data-driven, quantitative

approach

Differentiated inventory model

combining high availability

and high inventory turnover

Oops, we forgot something! Home24 has practically …

Home24 with negative working capital!

“0”

… no style risk … no inventory risk

… no end of campaign/

season discounting

… no obsolescence… no seasonality

… no year-end

inventory depreciation

Home24 backed by powerful, well-known investors

Home24 team with good mix of eCommerce experience,

retail expertise and data-driven mindset

Dr. Philipp Kreibohm

� Sourcing

� Ex-BCG & Ex-Freshfields

Domenico Cipolla

� Operations

� Ex-BCG & Ex-Cinven

Constantin Eis

� Marketing

� Ex-Roland Berger

Home24 clear market leader. Unmatched combination of

strong topline growth and powerful unit economics

Huge market moving online: Huge private label opportunity and fragmented supplier landscape

Home24 best positioned to seize Home & Living opportunity: By far largest online assortment,

high availability, attractive prices and best-in-class fulfillment and customer service

Barriers to entry: Home24 with in-depth sourcing expertise in Asia and CEE and deep EDI

integration with suppliers. Heavy tech focus and the gold standard in performance marketing

Model traveling abroad: Already >40% of revenues outside of Germany. Very strong footprint in

Brazil. 2nd wave of internationalization underway

Inventory model without inventory risk: No obsolescence, no end-of-season discounting, no

seasonality, no fashion risk. Very lean inventory model

Scale and powerful unit economics on 1st purchase: >€100m net sales run-rate. Strong like-for-

like growth. Average basket size >€200. CAC-recovery over 100% on 1st purchase. Strong loyalty

effects. Negative working capital

Disclaimer

17

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