Marasil Franchise Concept 2013

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For more than 26 years, their smile has been for us a source of inspiration and creation. For more than two decades now, we have been at the centre of children’s fashion. Fragos S. A. was founded in 1987 and has since then been active and successful in the field of children’s wear design, manufacture and retail operations. Fragos S.A. has an exceptional international growth with leading European Brands & a powerful worldwide distribution network depending mostly on internal (own) financial resources. For franchise info: franchise@mandarino.gr

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Franchise & Cooperation System GR - Europe, 2013

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Founders Quote Dear entrepreneur, “I would like to thank you for taking the time to read through our short company and business proposal. After many years of hard work and commitment to quality and style, I am honored to welcome you to our MARASIL family. For us, designing children’s clothes is more than doing business the usual way; it is implementation of raw inspiration. It is experience transformed into children’s smiles. It is the feeling of satisfaction we see in the parents’ eyes. This is what keeps us going, the real motivating factor behind our success. We take pride and joy in creating “Quality& Style” for our customers, partners and associates. We strongly believe in achieving results, for us, our franchisees and the society we live in. Adopting our philosophy and lifestyle is part of our turn-key cooperation package, which you hold in hands and which we prepared especially for you, our new partner, which will carry on the light and spirit of MARASIL all over the world . We promise to be on your site, to support and to guide you. Our franchise system is totally focused on you being part of our MARASIL family . We look forward to working together in the future. … caring for a better world for our children” With compliments Takis Fragos President & CEO

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Who We Are For more than 26 years, their smile has been for us a source of inspiration and creation . For more than two decades now, we have been at the centre of children’s fashion. Fragos S. A. was founded in 1987 and has since then been active and successful in the field of children’s wear design, manufacture and retail operations. Fragos S.A. has an exceptional international growth with leading European Brands & a powerful worldwide distribution network depending mostly on internal (own) financial resources.

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Fragos S.A. is a marketing-oriented company, having its main objectives in the daily activities of our team: to offer trendy & fashion baby & kids apparel at highly competitive prices to increase our international market shares to expand our brand image and retail concept in new markets all over the world to become the leading global brand in kids fashion Our Vision

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STRONGEST COMPANIES IN GREECE We are quite pleased to announce that our company has been assigned as one of the «STRONGEST COMPANIES IN GREECE». This important acknowledgement verifies our creditworthiness and links us to the most powerful enterprises in Greece, ready to face the challenges of our times. The «Strongest Companies in Greece» is a community of enterprises that are ranked at the highest Credit Ratings of ICAP Group. ICAP Group is recognized by the Bank of Greece as an External Credit Assessment Institution and by the European Central Bank as an Accepted Rating Tool Source. Only a few companies in Greece meet the required criteria to be included in the community of “Strongest Companies”. Therefore, membership to the community is quite exclusive and its members are indeed the most creditworthy companies in Greece. Awards & Certifications

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ISO CERTIFICATION - QUALITY Loyal to its philosophy and vision FRAGOS SA has incorporated in all stages of its everyday operations (design, selection of raw materials, selection of suppliers, sampling, sewing, quality control, storage and distribution, customer relations, etc.) the principles and rules, a fact which is reflected in its operational procedures. These procedures and all corporate documentation are communicated to all personnel, who operate according to these. Control of daily operations is carried out on a methodical and regular basis by the appropriate organizational structures. All applied policies and rules exceed the requirements of international standard ISO 9001:2008 which sets out the requirements for applied Quality Management Systems. FRAGOS SA is inspected every year by the accredited certification body TUV HELLAS, which substantiates correct, full compliance with the requirements of standard ISO 9001:2008 . Awards & Certifications

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MARASIL: AMONG THE INTERNATIONAL TOP FRANCHISE NETWORKS The award ceremony of the FRANCHISE AWARDS (2011) was held under the aegis of the National Confederation of Hellenic Commerce (ESEE ). Fragos S.A . was one of the award-winning companies, receiving the award for BEST CREATIVE & CAMPAIGN PROJECT 2011. The specific award was given to the company Fragos S.A . in recognition of the creation of a new strategy for the MARASIL franchise abroad, which was able to gain major advantages within a very short time. With an integrated approach and proper preparation, as well as strong participation in international exhibitions, the company established a powerful overseas presence, opening new stores in new countries. Awards & Certifications

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Company’s Key Facts & Info Currently the international MARASIL network consists of: more than 725 Sales Points all over the world - on 4 continents – Europe – Asia – Africa & America and … growing. Location of MARASIL stores: central high-end locations, malls, high volume street markets, shopping parks, preferably in close proximity of international children’s fashion brands. All in all, a sound network that guarantees the market visibility of the concept. Company MARASIL S.A Country of origin GR, EUROPE Year established 1987 Franchising since 1997 Number of Employees more than 175 Number of different Brands 5: MARASIL, Mandarino, Sprint, Kitten, Pierre Cardin Franchised stores worldwide 50 + Outlet stores 4 Soft shops – corners – P.O.S > 680 Currently operating in countries Greece, Cyprus, Russia, Italy, UAE, Kazakhstan, Lebanon, Singapore, Panama, South Africa Expansion Worldwide “MARASIL is one of the leading European brands in the world of children’s clothing.”

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Unique Sales Positioning: “Affordable Luxury”

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Young & Dynamic Image

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Our goal is to expand our International Retail Shops network as a leading European brand in the global kids fashion market. 2014: + 5 Shops 2015: + 8 Shops Our Goals

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MARASIL “ Every Kid’s First Clothes”

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Fragos s.a. designs children garments from 0 -16 years. The brand is positioned on the mid – high range levels and reaches all customers. The collections are designed in order to pursue strong objectives :  Classical touch in order to reach « normative » mothers  Artful products in order to adapt the children way of living  High quality in order to respect the comfort and the security of the children and to facilitate the good care of the products. Target & Style

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MARASIL “ Every Kid’s First Clothes” MARASIL quality is the result of many factors : Excellent knowledge, Experience, S pecialization, Organization P lanning and above all dedication and care for the product manufactured that is characterized by details and high quality, designs , colors, cuts , character and style , durability and functionality .

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Kid: 2y – 12y Baby: 6m – 36m Newborn: 1m – 2y Our Brands

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Junior: 4y – 16y Mini: 1y – 6y Our Brands

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Junior: 2y – 16y Bebe : 6m – 5y Our Brands

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Junior: 4y – 16y Baby: 1y – 6y Our Brands

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Baby: 1y – 6y Special Care Newborn’s clothes with the BEAR TM   For our little ones, Marasil has also designed dreamy clothes with the trademark of the Bear. These are specially designed for their first months of live in pink for the little girls and light blue for the little boys and with a lot of details with a twist.   These dreamy clothes with high quality fabrics are a tender hug for this very young age. With special attention we are using pure fabrics and extra soft materials which are so important in these formative years.   Clothes with style and romantic mood, unfold the most beautiful, sweetest side of children. The designs and patterns are being refreshed each year, offering extreme comfort and surprising with their quality, their combinations and variety in prints, embroidery and all kinds of details that make them so unique.

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Baby: 1y – 6y Special Care Organic cotton and Bamboo Marasil Newborn collection –made of Organic Cotton and Bamboo- is the purest and most natural set of clothes for your baby. During the production or elaboration of the raw material used for these clothes, no pesticides, chemicals, toxic dyes or other chemical substances potentially harmful to human beings were used. Organic cotton and Bamboo products are friendly to the sensitive baby skin and do not cause any itching or allergies . Due to the permeability of natural fibers, the clothes actually enable the body to breathe and to stay dry, while your baby enjoys full protection against fungus and bacteria. Moreover, clothes made of Organic Cotton & Bamboo fibers offer a smooth, almost silk sensation and are easy-to-wear. They preserve their natural attributes even after a lot of washings without you having to worry too much .

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Baby: 1y – 6y Special Care Organic cotton Marasil Newborn Collection- 100% of Organic Cotton – is a series produced with the maximum respect to the environment and nature. Using Organic Cotton clothes you can offer the best possible protection to your child’s skin. No pesticides are used in the cultivation of Organic Cotton, while during the fabrication of the textile we don’t use any toxic dye or other chemicals that can turn harmful to human beings; that way the clothes will never cause any itching or allergy to your baby. Also, due to the natural fibers of Organic Cotton, Marasil Newborn Collection allows your baby’s body to breathe, to stay dry and healthy wrapped inside a soft and comfortable cloth.

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MARASIL “Marketing & Advertising”

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Marketing is of great importance to us; it is the fertile ground in which talent, inspiration and ideas can be cultivated and developed in order to meet the needs of a sensitive group: children ! MARASIL's commercial policy has been based on market researches. We monitor and analyze global fashion trends and business developments, we design communication policies and merchandising practices. MARASIL “Marketing & Advertising”

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MARASIL “Marketing & Advertising” MARASIL uses its know-how to continuously improve and adapt successfully to the needs of its target market . Above the line advertising via TV & radio, outdoor campaigns, full coloured ads in magazines and below the line activities inside and outside our stores, have kept MARASIL up to date and continuously increase demand for its products . Modern outlook, innovation, high aesthetics and a creative approach are the main characteristics of MARASIL’s marketing & advertising approach .

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Full coloured ads in magazines Using stylish shots published in the best, properly targeted magazines and presentations of its collections each season, MARASIL embraces the general public and its loyal clients presenting its own special, unique style. In-store displays (decorative stands) The company uses top-quality promotional material with selected, enlarged subjects (vertical or horizontal stands) for in-store visual decoration. These stands are used in window displays, near cash registers or other visible points inside the stores. Advertising bags Paper bags using luxury materials, with 2 photos from the current collection on both sides are used helping to strengthen the image and brand awareness of MARASIL products. MARASIL “Marketing & Advertising”

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MARASIL catalogues Each MARASIL catalogue contains the complete collection for each season . This high quality, well-designed, impressive catalogue, presents MARASIL fashion based on a specific concept , thus promoting and emphasizing the unique aspects of the brand . MARASIL “Marketing & Advertising”

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MARASIL “Marketing & Advertising” TV advertising We believe in brand advertising using TV commercials in order to achieve nationwide coverage . We advertise our image, style, quality and the MARASIL philosophy to ensure that MARASIL clothes are ‘every kid’s first clothes ‘. MARASIL’s presence in the media is a constant stream of exciting and interesting news. Utilizing the power of the Web and the impact of Social Media is also a project that deserves our special attention in the years to come !

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33 Full Colored & Black and White Pages, Product Presentations in Women Magazines and Special Editions for the Child Above the Line Communication

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Promotional Material Promotional Material for our Retail Shops (catalogues – banners – stands – bags)

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Efficient Marketing System

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40 Efficient Marketing System – Loyalty Program

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43 Creative Vitrine

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The MARASIL Franchise System In a dynamically developing and international business environment, the need to adapt to new conditions and to move away from old practices is vital for a company to ensure its growth & development . Today the ability to change is considered to be a major competitive advantage . For retail stores this means the existence of a new, clear, unique concept that will differentiate their concept and merchandise from the competition and ensure a strong position in the global marketplace .

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The MARASIL Franchise System “In the children's clothing sector, placing your store under the MARASIL umbrella is a strategic decision, which guarantees growth, success and prosperity that only a leading company like MARASIL can guarantee.” MARASIL's franchise system grants various benefits such as: A powerful position in the global marketplace offered by a dynamic brand name A complete turn-key package that enables rapid market penetration Effective and sophisticated support procedures High quality, competitive products with a strong image protection and coverage against the competition

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Cooperation & Benefits The MARASIL network acts as a “ protective shield” for the new entrepreneur . Using sophisticated procedures and high-end technology enables our qualified support team to be “ Your Partner ” lending a helping hand whenever needed . Cooperation and support is a cornerstone of the MARASIL Franchise philosophy . Substantial support is a choice , MARASIL’s choice , for all our franchisees , all over the world .

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Cooperation & Benefits Our Franchisees have a significant advantage compared to competition since they are offered:          Security due to the prestige, dynamism and financial status of Fragos S.A. A brand name with a high brand image and high brand awareness - worldwide A fully integrated business package Complete collections of clothing for all children regardless of sex, age and for all social occasions with high quality and at affordable prices Financial cooperation with competitive franchise terms Full Marketing & PR support Easy new market penetration Organized and reliable logistics Significant profit margins

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Benefits & Advantages Preparation and Organization Advice and guidance in selecting and evaluating the appropriate store location Guidance in the design and layout of the new store Advice on management issues, profitability control factors, etc. Full Initial training provided Services provided on-site and on a continuous basis On-going essential on-site support without the obligation to pay royalties Complete staff monitoring, re-training and development using innovative training methods Support in evaluating the local market to increase store competitiveness Support in local marketing and guidance on CRM procedures, client loyalty programs and more

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The MARASIL Store Philosophy & Image All MARASIL stores have been developed based on a specific and defined image, in terms of architectural design, the quality and the functionality of the store, with exceptional color combinations within the shop and last but not least by the careful placement and the merchandising of the garments and accessories. Consumers looking for a friendly, warm and relaxed environment will find it inside every MARASIL store together with exceptional customer service. Even more: MARASIL Stores provide a shopping experience to our “little consumers”, creating a playful, friendly, warm atmosphere, which will stimulate parents and young children alike. Size: The main store area should be a minimum of 80 – 120 m 2 and the shop front should be not less than 5 – 6 m.

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Strong Visual Merchandising

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30-Sep-12 Cache-Cache 65

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Duty Free Shop Presence

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Our Partner – Our Franchisee - YOU MARASIL places great importance in the selection of the right franchisee . Our Franchisee should be dynamic, reliable, with a clear business vision , a team player ready to successfully adapt to changes in his local market. He should be able to follow policies and procedures of the franchise system and to adapt to the rest of the network, thus conveying the MARASIL concept in every business activity. Prerequisites required to commence collaboration are: A shop in a central position or Mall sufficient capital to open and run a MARASIL store excellent communication and cooperation skills Leadership qualities Managerial experience

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The construction of the shop starts - Key-personnel is trained The MARASIL shop starts operating in the new market Grand opening is scheduled MARASIL TEAM visits the territory and approves the location The franchise agreement is signed We issue the architectural plans and guidelines for the creation of the new MARASIL store Next Steps & Critical Milestones Get to know the MARASIL concept, our philosophy, our products Come and visit us at our head offices and discuss with all of our key managers Find the right location for YOUR MARASIL shop

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For any additional information or enquires please feel free to contact us: franchise@mandarino.gr NOTICE REGARDING FRANCHISE OFFERS OR SALES: This information is not intended as an offer to sell, or the solicitation of an offer to buy a franchise. It is for information purposes only. There are approximately 19 countries that regulate the offer and sale of franchises. The countries are Australia, Belgium, Brazil, Canada (provinces of Alberta, Ontario and Prince Edward Island), China, France, Indonesia, Italy, Japan, Lithuania, Malaysia, Mexico, Romania, Russia, South Africa, South Korea, Spain, Taiwan and the United States of America. If you are a resident of one of these countries, and are receiving this message in one of these states or countries, or intend to operate a franchise in any of these states or countries, we will not offer you a franchise unless and until we have complied with any applicable pre-sale registration and/or disclosure requirements in the applicable jurisdiction. This offering is not an offering of a franchise. .

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