Retail - Presentation by Dr. Philipp Kreibohm, Co-Founder of Home24 at the Axel Springer NOAH Conference Berlin 2016, Tempodrom on the 9th of June 2016.

1. 1
HOME24: THE EUROPEAN MARKET LEADER AND GO-TO-
DESTINATION FOR HOME & LIVING ONLINE SHOPPING
Huge market ~€500bn global addressable market1
Dynamic growth +49% y-o-y sales growth in FY153
Consumer destination >100,000 SKUs4
International reach 8 countries, 2 continents5
Attractive economics
High gross margins & attractive financial
profile
6
Significant scale Started in 2010, € 234m net sales in 20152
Home24 at a glance

2. 10 - 11 November 22 - 23 June
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3. 2
0
50
100
150
200
250
Net Sales in EURm
2010 2011 2012 2013 2014 2015
HOME24 IS TODAY THE LARGEST PUREPLAY E-COMMERCE
PLATFORM FOR HOME & LIVING IN EUROPE

4. 3
42
18
15
8
864
79Rest of
Europe
Europe – Total market €180bn
€101bn
€bn, 2014
Total addressable market1 by country
Source: Euromonitor 1Relates to Home & Living market; Austria and Belgium market sizes not provided by Euromonitor, based on management estimates
Highly fragmented landscape both on
the supplier and retailer side
Particularly compelling category
characteristics, e.g.:
─ No supplier / manufacturer brands
─ Huge private label opportunity
─ No fashion risk, no end-of-season
discounting
─ Limited seasonality effects
─ Limited inventory risk
─ Customers used to extended
delivery times from the offline
channel
─ Low return rates
Attractive industry economics
MASSIVE ADDRESSABLE MARKET, BENEFITING FROM
ATTRACTIVE INDUSTRY ECONOMICS

5. 4
Data for Germany, 2014; Source: Euromonitor
1 Management estimate
2,4%
2,5%
3,1%
7,5%
14,2%
19,5%
36,6%
Home
improvement
Home &
Living
Beauty &
personal care
Toys &
games
Apparel &
footware
Consumer
electronics
Media
products
Total market
€500bn
€13bn
@ 2.5%1
online
penetration
€38bn
@ 7.5%
online
penetration
€71bn
@ 14.2%
online
penetration
1
…OFFERING HUGE POTENTIAL FOR DISRUPTION THROUGH
ONLINE CONCEPTS
Online penetration levels of various
verticals hint to…
…the huge potential of Home &
Living online shopping
Online penetration levels of other
verticals indicate huge upside potential
for Home & Living online shopping
Online transition is yet at an early
stage, with Home & Living rapidly
moving online
Online offering unmatched selection
and convenience

6. 5
Does this look familiar to you?
THINKING OF CUSTOMERS IN HOME & LIVING –
DOES THIS LOOK FAMILIAR TO YOU?

7. 6
Home & Living spendings
Germany over time
Home & Living retail sqm in
Germany over time1
1990 20001995 20102005
+50%
Sqm productivities Germany
over time
Sqm productivities Germany
after eCom over time
THINKING OF TRADITIONAL RETAIL –
LOCATION, LOCATION, LOCATION AS THE ROOT OF ALL EVIL
+5%
-30% -35%
1990 20001995 20102005
1990 20001995 20102005 1990 20001995 20102005
Source: market research; conceptual graphs; 1conceptual graph – data relating to top30 retail stores in GER from 1995-2014, cf möbel kultur 02/14 S. 3

8. 7
HOME24 – UNIQUE OFFERING OF LARGE SELECTION AND FAST
DELIVERY THROUGH COMBINATION OF MARKETPLACE & STOCK
Marketplace
model
Warehouse
model
Fulfilment
channels
optimized to
assortment
type
Cumulative
revenues
SKUs
21
The Home24 platform
1
2

9. 8
Continuous
analysis of
customer data,
conversion and
click behavior
Systematic
identification of
assortment
white-spots
Development
of own private
label
Global and
direct sourcing
with high-
volume
manufacturers
Well-
established
global sourcing
infrastructure
Preferential
sourcing terms
(payment,
purchase
prices)
Stocking of
bestsellers in
own warehouses
to reduce costs
and optimize
delivery times
Multiple
decentralized
warehouses as
enabler for smart
inventory model
12 third-party
logistics
providers in
Europe (parcel
delivery and two-
man handling)
In LatAm c.100
different carriers;
Mobly also with
own fleet in
metropolitan
regions (e.g.,
Sao Paulo, Rio
de Janeiro)
Systematic leveraging of customer information
Sophisticated data-driven approach to identify and
address customer needs
Technology
Data
Merchan
-dising
Sour-
cing
Ware-
hous-
ing
Delive-
ry
Constant
campaigning and
onsite conversion
optimization
Quantitative
Performance
marketing to
drive most
relevant traffic to
Home24 sites
Market
-ing &
Sales
DATA-DRIVEN AND TECH-ENABLED APPROACH TO IDENTIFY
AND FULFIL CUSTOMER NEEDS IN HOME & LIVING

10. 9
EXAMPLE MERCHANDISING: DATA-DRIVEN PRIVATE LABEL
DEVELOPMENT TO FILL ASSORTMENT WHITE SPOTS
Smood KINX Kollected
LoistaaSkøp KiYDOO smart Says Who
Eva Padberg
Collection

11. 10
EXAMPLE MOBILE: HOME24 AWARD-WINNING INDUSTRY
BENCHMARK IN MOBILE COMMERCE
Native app with 500k+ installs within 12 months
after launch
Elected by Apple as one of
the best iPad apps in 2015

12. 11
THANK YOU!
NOAH 2016
HOME24 AG // PHILIPP KREIBOHM

13. 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 8th year
Over 40 years of combined relevant M&A
experience
Routine execution of M&A and financing
transactions with sizes of several billion
euros
22 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
September 2015
December 2014
September 2014
October 2014
May 2014
February 2013 May 2012
Sale of a 70% stake in
to
Exclusive Financial Advisor to
Drushim and its Shareholders
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
Sale of controlling stake in
to
Exclusive Financial Advisor to
Facile.it and its Shareholders
sold 100% of
for $228m to a joint venture between
Exclusive Financial Advisor to Yad2
and its Shareholders
Growth equity investment from
for a 30% stake alongside Softonic’s Founders
and Angel Investors at a valuation of €275m
Exclusive Financial Advisor to
Softonic and its shareholders
150 million growth equity investment from
for a 50% stake alongside Fotolia’s Founders and
Additional $150 million senior debt financing
Total $300 million investment
Financial Advisor to Fotolia and its Shareholders
Selected Completed
NOAH Transactions
Unique Industry Know-How
Unmatched Network and Relationships
Strong Investment Banking Competence
Full Commitment - We Are Entrepreneurs!
EUROPE’S LEADING INTERNET CORPORATE FINANCE BOUTIQUE
May 2016
Investment in
by
Exclusive Financial Advisor to
10Bis and its Shareholders
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