Revolutionary Consumer Products: Company presentation by Akin Onal, MORI at the NOAH Conference Berlin 2019, 13-14 June - STATION.

1. NOAH Berlin 2019
Jun-19, Berlin
Akin Onal, Founder & CEO

2.  @NOAHConference
 @noah_conference
 @noah-conference
 @NOAHConference
FOLLOW USONSOCIAL

3. we are MORI
⟋ MORI (babymori.com) is a premium digitally-native
baby and toddlerwear brand that is disrupting the traditional
market not only with the direct-to-consumer model but also its
unique fabrics - “World’s Softest”
⟋ Founded in 2015, MORI launched its first collection in Feb-16
⟋ MORI’s signature fabric is its core USP and protected through
contracts and strong supplier relationship

4. £15bn
£40bn
£2.2bn
US + UK + DE + FRA
baby & toddlerwear* market
US + UK + DE + FRA
childrenswear market
UK
baby & toddlerwear* market
large and fragmented market, busy with traditional players
limited differentiation and innovation
3
£40bn

5. the innovation
science behind our fabrics’ softness and sleep expertise
a better night's
sleep
highly-skilled
manufacturing
sustainably
sourced materials
decades of team
experience
returns as % of revenues
source: FT, Shopify
MORI enjoys
almost negligible
product returns

6. sleeping bags
accessories
onesies
daywear

7. Leading NPS score
emerging loved brand
9.4/10
“Super soft MORI sleepsuits”
“All MORI products are super soft! I would
recommend the newborn sleepsuits to
everyone. Our son slept so well in his MORI
sleeping bag from 5 days old”

8. Samantha Faiers
2.3M IG
Billie Faiers
2M IG
95k 40k
Chiara Ferragni
16.6M IG
Kim Kardashian - West
140M IG
100k
emerging loved brand...
...with strong organic celebrity and influencer backing and smart paid channels
52% of
acquisitions
via organic
48% of
acquisitions
via paid

9. industry leading unit economics and profitable on the first purchase
doubled to
£83 in 2017
72% gross margin
with room to grow
64% of LTM revenues are
from repeat customers
who purchased c. 4x
blended new customer
acquisition cost of £34
4x
repeat
rate
6x
LTV:CAC
CAC
£34
GM
>70%
LTV
£300
AOV
£83
realised LTV
in 1st
year

10. MORI is a disruptive brand achieving a global recognition
9
annual sales (£000’s)
7x
rev run-rate £2m £4m £8m £15m

11. Sleep Club
recently closed >£4m Series A
expansion
bricks &
mortar
channels
babymori.com
US +
Europe
subscription
Pop-up +
branded store
wholesale
+ Amazon

12. THANK YOU
akin@babymori.com

13. Selected Completed NOAH Transactions
Focus on Leading European Internet companies
Covering over 400 companies across 25 online
verticals, a broad range of over 500 investors as
well as 100+ online-focused corporates
Deep understanding of industry dynamics
Ability to add value beyond banking advice
Facilitates overall process and minimizes
management distraction
NOAH Advisors is globally well connected
and has direct access to virtually all key
players in the industry
Knowledge of and strong relationships with
potential buyers’ key decision makers
Proactively finds and unlocks attractive
investment opportunities for leading investors
Annual NOAH Conference in its 10th year
Over 40 years of combined relevant M&A experience
Routine execution of M&A and financing transactions
with sizes of several billion euros
30 successfully completed NOAH Advisors transactions
underline successful transfer of M&A competencies to
the Internet sector
Entrepreneurial mind-set, focused on growing the
business and establishing a reputation for excellence
Ability to deliver top results in short time frames
Highly success-based compensation structures align
interests of clients and NOAH Advisors, and demonstrate
conviction to deliver top results
Creative deal solutions
Unique Industry Know-How
Unmatched Network and Relationships
Strong Investment Banking Competence
Full Commitment - We Are Entrepreneurs!
EUROPE’S LEADING INTERNET
CORPORATE FINANCE BOUTIQUE®
The NOAH Advisors Core Banking Team
Marco Rodzynek
Managing Director & Founder
Jan Brandes
Managing Director
Nikhil Parmar
Director
Olek Skwarczek
Associate
Lukas Schlund
Analyst
December 2014 October 2014
Sale of 100% of
for $800m to
Exclusive Financial Advisor to
Fotolia and the Selling Shareholders
Sale of 100% of
for €80m to
Exclusive Financial Advisor to
Trovit and its Shareholders
October 2016
Investment in
Exclusive Financial Advisor to KäuferPortal
and its Shareholders
by
84% Ownership
December 2016
August 2017
Financial Advisor to Silver Lake
Financial Advisor to EMK Capital
Investment in
Acquisition of a Majority Stake in
by
by
at a valuation of $200m
November 2019 July 2019
September 2018
Financial Advisor to MagicLab
Financial Advisor to AU10TIX
and its shareholders
Financial Advisor to 10bis
and its shareholders
Acquisition of a 79% stake in $60m Investment in
Sale of 100% in
by
at a valuation of ~$3 billion
at a valuation of $260m by
for €135m to
10Bis