Athens, September 2010

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, who 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
Panagiotis Fragos
President & CEO
Who We Are

For more than 20 years, their smile has been for us

a source of inspiration and creation.
For more than two decades now, we have been at
the center 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
Today, the heart of our company along with the
heart of children‟s fashion, beat in a privately
owned building at 423 Vouliagmeni Avenue in
downtown Athens, where our Head Offices are
housed.
Company‟s Key Facts & Info

Country of origin Athens, GR

Date established 1987
Franchising since 1997
Type of company S.A.
Company owned units 14
Franchise units 19
Outlet stores 4
Soft shops - corners 11
Company owned network 32%
Currently operating in countries Greece, Italy, S. Arabia, UAE, Cyprus
Expansion Worldwide
Network Demographics

Currently the Marasil int‟l network consists of:

 480 Sales Points
 in more than 65 cities
 in 10 different countries, and growing.
Location of 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.
What We Do

We design, produce and distribute the crème de

la crème of valued children‟s fashion clothes, and
other children‟s apparel products for the modern
customer who has demands on quality and style,
putting children in the role of the everyday
protagonist.
This protagonist is our favorite client, the one we
love, the one we serve, the one who is destined to
become a leader, the one who reflects our own
passion and our own lifestyle – the Marasil
lifestyle.
We consider children‟s fashion an expression.
Fashion trends, are applied to the stylistic needs of
the contemporary Marasil child with the strictest
quality specifications.
From the style, to the cut, the fabrics, the stitching
and the accessories, they are all worked and
reworked to their minutest details.
MARASIL
Today’s success, a promising future!

Marasil 's successful performance over the years

demonstrates a concept that fully covers the needs
of its target group and justifies the strategic
choices that were made over the years and
guarantees that it will continue to perform efficient
in the future.
Marasil 's performance and growth are indicative
of its dynamic presence and strong position in the
marketplace.
Sales over the last five years have been rising
steadily and placing it among the leading
European children‟s fashion brands in the market.
MARASIL
Today’s success, a promising future!

The objective for the next five years is to

strengthen and develop its network of stores using
the franchising system and to expand further into
the European and international market.
Against the economic indicators of an even more
competitive environment, the company strategy is
to continuously improve Marasil and to make it
stand out from the competition, to further
strengthen its position and image in the
marketplace while at the same time retaining its
unique profile.
Social Responsibility

The ethical foundation of Marasil is based on

corporate social responsibility. As a responsible
business we have adopted our role in the
communities in which we operate.
We are working towards sustainable responsibility,
operate and encourage corporate recycling
programs, research on using more sustainable raw
materials and try to be a fair partner to everyone
connected with our network.
Finally, we have adopted a common code of
conduct for all of the Marasil stores and
companies all over the world.
MARASIL – FRAGOS SA
Code of Conduct
Preamble:
The afore-mentioned company and its franchisees in various countries.
These companies are aware of their ethical and social responsibility within the framework of their international business
activity and, against this backdrop, have drawn up the following principles that, if not yet realized, are going to be
implemented and developed in a sustainable cooperation with their business partners, franchisees and distributors. Against this
backdrop, the companies declare the following:
I. Basis: Compliance with the prevailing standards is based upon national legislation.
II. Discrimination: We oppose discrimination based upon age, religion, race, social background, illness, disability, gender, faith
or other personal qualities.
III. Freedom of association: In consideration of the respective legal conditions we respect the freedom of association and the
right to free collective bargaining.
IV. Wage calculation: Within the framework of the payable wages we calculate on the basis of legal standards or standards
obtained in wage agreements, customary at the location or within the industry in question. We aim at paying a socially
acceptable wage covering the employee's costs of living.
V. Working hours and job safety: We comply with statutory working hours and job safety standards. Wherever there are no
such standards, we create conditions in cooperation with the local partners, franchisees, distributors that make for sufficient
times of rest and job safety for employees.
VI. Child and forced labor, violence: Child and forced labor are not tolerated. Regarding child labor, the Convention on the
Rights of the Child of the United Nations shall apply unless national regulations provide for stricter provisions, which shall then
prevail. Violence against employees, be it emotional, physical, sexual, verbal or of any similar kind, is not tolerated. Any
contractual relations with suppliers and producers who tolerate such working methods shall be terminated forthwith.
VII. Ecological responsibility: We advocate a responsible use of resources at the largest possible avoidance of effects that
damage the environment. Hazardous substances are avoided as far as the state-of-the-art technology allows it. We work
upon the development of working methods that save resources and are free of hazardous substances.
 A Global Brand
with a global
philosophy
addressing the
contemporary
parent A contemporary
shop, targeted
Our children! to the hearts of
children

MARASIL
A Product – a
Our future!
The brand smile – fun –
colors – beauty
- only the best

Being proud of
Living now! its choices
MARASIL
“Every Kid’s First Clothes”

Unparalleled quality, great looks and unique style

fully covering the children‟s needs and desires, are
principle values in Marasil 's philosophy and they
are not open to negotiation!
Marasil is one of the leading brands in the world
of children's clothing. For years now Marasil
children's clothes have been creating a name for
themselves in the Greek, European and
international market.
Designed with particular care, sensitivity and love,
with new contemporary elements and style, with a
great range of patterns and colours available in
combination with the high quality, aesthetic and
practicality Marasil 's clothes have become a
reference point for children's clothing.
Today, Marasil clothes are 'every kid‟s first clothes‟
and the same time the best choice for parents.
MARASIL - The Product

Marasil clothes come in three basic collections:

Newborn, Baby, and Kid.
Marasil quality, for which the Company has been
known in the Greek market, is the result of many
factors: knowledge, experience, specialization,
organization, planning and above all dedication
and care for the product manufactured.
During the selection process for the most up-to-
date fabrics and materials Marasil’s employees
show great dedication and carry out long-term
tests.
MARASIL - The Product

 As a result Marasil clothing (romper suits, sets,

pants, T-shirts, dresses, trousers, shirts, blouses,
pullovers, jackets, coats, baptism wear) is made
from cutting edge technology materials and
fabrics suitable for children's sensitive skin.
 The Company‟s Design Department likewise pays
great attention to detail and quality in terms of
designs, colours, cuts, character and style,
durability and functionality.
Brand Pricing
 Pricing of the MARASIL products can vary from one country to another, due to transport, customs and other
local expenditures.
 Generally, the target pricing is to remain within the medium and upper medium level of any market‟s
pricing of similar products.

 AVERAGE FOB Athens Price list - INDICATIVE PRICE LIST IN EURO

MARASIL KID (2Y-12Y) MARASIL BEBE(3M-36M) MARASIL NEWBORN (1M-12M)

DRESS: 20.25 DRESS: 15.60 DRESS: 16.10
SKIRT: 16.90 SKIRT: 15.60 SET: 15.25
BLOUSE: 9.45 BLOUSE: 7.80 CARDIGAN: 13.95
TROUSERS: 18.63 TROUSERS: 13.10 JACKET: 19.85
VERMUDA: 14.80 VERMUDA:10.10 CRAWLERS: 11.00
COLLANT: 7.60 COLLANT: 7.15
SHIRT: 16.85 SHIRT: 14.80
CARDIGAN: 17.60 CARDIGAN: 16.90
JACKETS: 23.20 JACKETS: 21.30
A Partner Based Strategy
The Objective

 The right product…

…at the …in the … in the

right right right
price quantity place

…of the …at the

best right
quality moment
A Consumer Based Strategy
Our Means

A supply policy in short circuit

A high-performance information system

Expertise in product range management

Efficient distribution procedures

High-performance logistics
MARASIL Marketing

In a deregulated, globalised market, marketing is

of primary importance; 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 entire business activity, commercial
policy and development, have been based on
procedures required by the rules of modern
marketing. In order to determine objectives and
company strategy, the Marketing Department
carries out market research, monitors and
analyzes global trends and developments on a
long-term basis, designs communication policy,
network development and merchandise.
Given the conditions in the competitive market,
Marasil processes the know-how to continuously
improve and adapt successfully to the needs of its
target market.
MARASIL Advertising

Marasil designs and implements a complete

communication strategy.
For years now Marasil has been consistently
communicating with the public to ensure that its
image and brand name are highly recognisable
and thoroughly accepted by the public.
Above the line advertising via television spots,
radio advertising, outdoor campaigns and full
coloured ads in magazines and below the line
advertising using various promotional measures
and other activities inside and outside stores, have
kept Marasil up to date and continuously increase
demand for its products. Modern outlook,
innovation, high aesthetics and creative approach,
dynamism and strategic choices are the main
characteristics of Marasil advertising approach,
which stands out making it the leader in its field.
MARASIL Advertising

Full coloured ads in magazines

 Via dynamic photographs presented in the best,
properly targeted magazines and complete
presentations of its collections every season, Marasil
embraces the general public 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 decoration. These stands are used in window
displays, at cash registers or other visible points inside
stores.
Advertising bags
 Paper bags with expensive shiny or matt paper, with 2
photographs from the relevant collection on two sides
are used helping to strengthen the image and brand
awareness of Marasil products.
MARASIL Advertising

Marasil catalogue
 The Marasil catalogue contains the complete collection for every 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 Advertising

Television advertising
 Brand advertising using TV Commercials with
nationwide coverage.
 By choosing the appropriate channels and
programmes based on significant budget, the
Company advertises its 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.
The MARASIL Franchise System

In a dynamically developing and international

business environment, the need to adapt to new
circumstances and to move away from old
practices is vital so that any company can ensure
its continual growth and development.
Today the ability to change is considered to be a
major competitive advantage.
For retail sale 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, and continually
improving position in the marketplace.
The MARASIL Franchise System

Marasil’s franchising system ensures and

guarantees this performance, with various benefits
such as:
 A powerful position in the 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
In the children's clothing sector, placing your store
under the Marasil umbrella is a strategic decision,
which guarantees you the security growth that only
a leading company like Marasil can provide.
Cooperation & Benefits

The Marasil network operates as a protective

shield for the modern businessman.
Using sophisticated procedures and high-end
technology enables our qualified support team to
be “Your Partner” lending a hand whenever
needed.
Cooperation and support is a cornerstone of the
Marasil Franchise philosophy.
Substantial support is a choice, Marasil’s choice,
for our franchisees.
Cooperation & Benefits

Our Franchisees have a significant advantage compared

to the 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
 A fully integrated business package
 Strong purchasing power via the network established by
Fragos S.A.
 Complete collections of clothing for all children regardless of
sex, age and for all social occasions with high quality and at
affordable prices
 Advantageous financial cooperation terms
 Marketing & PR support
 Organised, and reliable merchandise deliveries
 Significant profit margins
Benefits & Advantages

 Preparation and Organisation

 Advice and guidance in selecting and evaluating the
appropriate store location
 Guidance in the design and layout of the store
 Advice on management issues, profitability control
factors etc
 Initial training provided
 Zero entry fee policy
 Services provided on a continuous basis
 Ongoing essential support without the obligations to
pay royalties
 Staff training and development using innovative
training methods
 Support in the evaluation of the local market to
increase store competitiveness
 Support in local marketing and guidance on CRM
procedures, client loyalty programs and more
The MARASIL
Store Philosophy & Image
Uniformity in the image and the layout in which Marasil
stores are presented, are some of the basic features of
the network, which instils a sense of quality and trust in
the Marasil brand name to the consumer‟s mind.
All Marasil stores have been developed based on a
specific and defined image, in terms of architectural
design, the furnishings quality and the functionality of the
store.
The shop atmosphere, the purity and features of the
interior of Marasil stores is strengthened by the furnishing
used, with exceptional colour combinations within the shop
and last but not least by the careful placement of the
clothing and accessories.
Consumers looking for a friendly, warm environment will
find it inside every Marasil store.
MARASIL
Concept Store Philosophy
Marasil stores provide exceptional customer
services and care, depending on each customer‟s
needs and budget, within a pleasant and relaxed
environment.
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.
Shop Location
 Based on strategic planning, each Marasil store
should be located in central high-end locations,
malls, high volume street markets, shopping parks,
preferably in close proximity of international
children‟s fashion brands
Size
 The main store area should be 80 – 100 m2 or
over and the shop front window should be not less
than 5 m.
MARASIL
Concept Store Philosophy
Merchandise
 All Marasil stores offer the full range of Marasil
clothes and accessories covering all the needs of
children aged from 0-12 years.
Furnishing & Decor
 Furnishing for the interior, décor, lighting, flooring,
window displays, cloakrooms, counters and cash
desks follow a uniform layout look and feel.
 Guidelines are prepared by Marasil and
implemented by local franchisee.
Strong Visual Merchandising
Our Partner - Franchisee
 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.
 Associates should be able to follow policies and
procedures of the system and of the mother company 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 store in a central area, pedestrian road or in a
central Mall
 trust in franchising
 adequate finances to open and run a Marasil store
 excellent communication and cooperation skills.
 We do not need to stress that we do value personal
qualities, managerial capabilities in addition to a
reasonable liquidity, which is needed to finance the
Marasil Franchise project.
Next Steps & Crital Milestones

Get to know the MARASIL concept, philosophy, products

Come and visit us at our head offices and discuss with all
of our key managers Find the right location for the MARASIL shop

MARASIL visits the territory and approves the location

The franchise agreement is signed with a typical term We issue the architectural plans and guidelines for the
between 6 and 9 years creation of the MARASIL store

The construction of the shop starts - Key-personnel is trained

The MARASIL shop starts operating in the new market

Grand opening is scheduled

MARASIL

For any information please feel free to contact us at

sales@easyfranchise.gr

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franchise.