Baby bunting campbelltown car seat fitting

Baby Bunting Group Limited Half Year Ended 1 January 2017

Results Presentation 17 February 2017

Matt Spencer Chief Executive Officer & Managing Director

Darin Hoekman Chief Financial Officer

Baby Bunting

• Founded in 1979, Baby Bunting is Australia’s largest specialty baby goods retailer

• Successful multi-channel retailer operating 40 stores across Australia, with the leading specialty baby goods website by number of visits

• Target market is parents-to-be, parents, friends and family purchasing products for the 0 to 3 year age group across all demographics

• Principal product categories include prams, cots and nursery furniture, car safety, toys, babywear, feeding, nappies, manchester, associated accessories and consumables

Baby Bunting is Australia’s largest specialty retailer of baby goods, aiming to provide customers with the widest range of products, high levels of service and low prices every day

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ALL THE BEST BRANDS AT LOW PRICES

CAR SEAT

FITTINGLAY BY

PERSONALISED SERVICE

GIFT REGISTRY

EXCLUSIVE PRODUCTS &

BRANDS

IN STOCK AND AVAILABLE

Store Experience Stores are consistent in branding, range, operations and customer service

• The widest range of products with over 6,000 products in store

• Price match guarantee and continued investment in value for the customer

• Increasing range of Private Label and Exclusive Products

• Services include lay-by, car seat fitting, parenting room, in-store / online gift registry

• Click and collect in-store fulfilment from January 2017

• Dedicated team of knowledgeable staff to service customers individual needs

• Comprehensive range of Best Buy products to meet everyday parenting needs

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Strong customer loyalty in-store & online with a Net Promoter Score of ~58 (1)

Note: 1. Source: Baby Bunting. As at 1 January 2017. Net Promotor Score commonly referred to as NPS is a customer loyalty & satisfaction metric. Net Promoter®

and NPS® are registered trademarks and Net Promoter Score and Net Promoter System are trademarks of Bain & Company, Satmetrix Systems and Fred Reichheld

Drivers of Competitive Advantage

Consistent Retail Format

Convenient Network of Stores and Online

Cost Effective Marketing

Customer Centric Team Culture

Comprehensive Range of Ancillary

Services

Competitively Priced

Widest Product Offering, In Stock

and Available

Scale Platform

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Baby Bunting’s Store Network

Hawthorn East Bentleigh Frankston Taylors Lakes Narre Warren

Ringwood Thomastown Ballarat Geelong Hoppers Crossing

Maribyrnong Bendigo Preston (19 Aug)

Victoria

Helensvale Kawana Fortitude Valley Townsville Macgregor

Booval North Lakes Burleigh Waters Capalaba

Queensland

Penrith Warners Bay Taren Point Auburn Moore Park

West Gosford Campbelltown Camperdown (21 Oct) Belrose (19 Dec) Fyshwick (ACT)

New South Wales and ACT

Cannington Myaree Joondalup

Midland Osborne Park Baldivis (18 Nov)

Western Australia

Gepps Cross Melrose Park

South Australia

40 stores across Australia, with significant roll-out potential to over 80 stores

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6 stores

2 stores

9 stores

10 stores

13 stores

Industry Overview

40

18 16

8

3 3 3 3

Baby Bunting Babies"R"Us Superstore

Baby Bounce

Bubs Baby Co Baby Kingdom Baby Savings Baby Mode

SPECIALTY BABY GOODS RETAILERS IN AUSTRALIA Number of Stores

Note: 1. Toys"R"Us has an additional 18 stores that sell a limited range of baby goods 2. Baby Bounce purchased 15 of 21 stores of the retail chain My Baby Warehouse (MBW). MBW went into administration in Dec-15

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Estimated addressable market is ~$2.4bn pa /

~1 million 0 to 3 year olds

Changing competitive landscape

Large number of small, specialty players & department stores

Strict Australian mandatory product safety standards provide barriers to entry

VIC, NSW, QLD, SA, WA, ACT

VIC, NSW, QLD, SA, WA, ACT

WA, QLD, NSW QLD, NSW VIC NSW NSW VIC

(1) (2)

306

191 186

67 42 40

Target Kmart Big W Myer David Jones

Baby Bunting

DEPARTMENT STORES IN AUSTRALIA Number of Stores

Department stores where baby goods are a component of the overall offer

Online www.babybunting.com.au continues to evolve & grow as the leading specialty baby goods website

Note: 1. Source: Baby Bunting. Measures total non-unique website sessions across all devices 2. Source: Google Trends for Australia only

• Online is the largest store in the network

• 55% increase in website visits on prior comparative period, and a 44% increase for the month of December year-on-year

• Significant increase in online sales on the prior comparable period, now approx. 5.9% of sales

• Social media leveraged across Facebook, Instagram, Pinterest and Twitter

• Engagement with loyal customer base through “baby talk” forums

TOTAL WEBSITE SESSIONS BY MONTH (babybunting.com.au) (1)

0

150

300

450

600

750

900

1,050

1,200

1,350