Launch date 7th March 2010

• 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

Mission

• 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’sdad, Efrem Aquilina, and to give back to society

Inspiration

1st Australian

kids clothing online

retailer to distribute

Children’s Worldwide Fashion (CWF) designer brands

Exclusive

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)

Intention

Grow the business to become the Australian leader in the category

Objectives

• One stop online store supplying exclusive top of the range imported brands

• 20% off retail

• Charitable involvement

• Public charity awareness and media via events

USP

Brands

• 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

Expansion

• 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

Trends

Source: ABS

• 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

Target

• 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

Advertising & PR

• 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

Promotion

• 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

Events

– 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

Charities

Packaging

• 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

The Team

Appendix

In 1989 Donna Karan was inspired by her daughter to create a wardrobe of clothes for the manyaspects 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 orevening. DKNY always offers a unique mix of styles, designed for different generations acrossthe world.

DKNY

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.

ELLE

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.

HUGO BOSS

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.

MARITHE FRANCOIS GIRBAUD

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

Timberland

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