Keynote by Chris Morton, Founder & CEO of Lyst at the NOAH 2015 Conference in London, Old Billingsgate on the 12th of November 2015.

1. The Future
of Fashion

3. Lyst is a leading fashion
marketplace, partnering
with the world’s top
fashion brands & stores.

4. Facts & Figures
$150 million
GMV Run Rate (growing at triple digits YOY)
3 million
Fashion Products. We NEVER hold inventory
40 million
Annual Shoppers, 70% from US
$350
AOV. It’s luxury & contemporary fashion
+10,000
Fashion brands, boutiques and
department stores including:
Burberry
Saks
Lane Crawford
Alexander McQueen
Alexander Wang
Neiman Marcus
Gucci
Balenciaga
Theory
Dolce & Gabbana

5. GMV Growing Exponentially
$0M
$20M
$40M
$60M
$80M
$100M
$120M
$140M
$160M
2011 2012 2013 2014 2015e
Triple-digit Growth Every Year

6. Owning the Vertical with Data
We’ve seen this before.
Fragmented Merchants Consumer Platform
Airlines, Hotel Operators
Artists, Record Labels
Film / TV Content Providers
Department Stores, Boutiques,
Fashion Brands, etc.

7. These billion dollar companies
give you the easiest way to
consume the vertical they own.

8. We’re like Bond Street
or Avenue Montaigne.
We create shopping experiences that attract tens of millions of
shoppers, that our partners use to grow their businesses.
We help our partners sell hundreds of millions every year.

9. The companies many people
think we compete with are
actually our partners.
We don’t compete with retailers and fashion brands.

10. Our inventory is 2000%
bigger than the next largest
fashion marketplace.
Everything is brand new, not P2P, with luxury/high end focus

11. Marketing
Product
Inventory
% of engineering team
15%
66%
70%
% of non-engineering
85%
34%
30%
The Team
We’re a team of 144 split between
our London and NY offices

12. Product
Marketing
Inventory

13. We curate and structure millions of products
from the world’s top fashion brands & stores.
Building the Best Inventory in Fashion

14. Data is Complex
180 thousand
New Items per Week
15 million
Item Updates per Week
1.4 million
Price Changes per Week
No Uniform Taxonomy
No Cross-Retailer Unique
Product IDs
Product Details Can
Change Every Second

15. Product
Marketing
Inventory

16. Search the Best Inventory in Fashion
Lyst also learns more about you every time you use it.

17. View now
created this lyst
Moda Operandi
Indulge in luxury with this season’s most stunning
floral pieces from Tibi, MSGM and more.
In Full Bloom: 30 Pre-Fall
Florals
View now
created this lyst
Lyst Editor
Clashing prints and bold slogans reign supreme in
Kenzo's latest offerings. Shop our 15 favorite pieces
from the new collection now.
10 Kenzo Pieces to Buy
Now
Discover Using ‘lysts’
Fashion mixtapes, rich with content, made by authorities & influencers.

18. 17
Rich Product Pages
We’re the only site that shows
you everywhere you can get
the fashion you love.

19. Universal Checkout
Shop all your favourite stores
& brands in one place.
(like Priceline)
Affiliate
Once you find something,
click out to buy it on that store.
(like Kayak)
vs.

20. Affiliate was built for desktop, not mobile.
Buying a single item is hard, multiple items even harder.
This means affiliates, retailers, and customers are suffering.
Some affiliates move to CPC, but doesn’t solve the problem.
Problems with affiliate

21. Easy to buy from many different stores.
Great for mobile.
Improvements in conversion rate and repeat purchase rate
Retailers only pay for sales.
Universal Cart

22. Product
Marketing
Inventory

23. E
25-45
Years Old
$500 - $1000
Monthly Spend On Fashion
40% of time
Shopping On Her Phone or Tablet
Meet Our Shopper
She lives in the city: NY, LA or London and loves
fashion but doesn’t have much time to shop.
She shops online during the week and
in-store on the weekend.

24. 50% of GMV comes
from repeat visitors.
(and 28% of shoppers return the following week)

25. Top Customers spend over $100k a year
Each placed 85 orders/year
On average $2,000/order
Totalling $510k in GMV

26. Average order value.$350
$550 Second and third purchase
average order value.
%
Lyst takes a double digit
commission on sales

27. “Gucci Silk Georgette
Cape Shirt”
Paid search is very effective.
“Gucci Cape
Shirt”
“Gucci Shirt”
“Gucci Silke Cape
Shirt”
“Gucci”
Purchase Intent
Like many aggregating models, Lyst captures significant value
at the long tail, given the breadth and depth of its inventory

28. Local TimeLocationItem
+ +
Optimising Marketing
… or why we don’t bid much on “red dresses” in Wyoming at 5am on Monday

29. Internationalisation is a priority.
The International Opportunity
Today 70% of our GMV comes from the USA - by design.
Yet we work with top fashion stores in Asia, Australia, Middle East etc.
And most of our US and EU inventory can be sold internationally.
Early paid search tests show great unit economics.
This is a marketing play - no infrastructure needed.

30. Financing & Plan
Seed Round
$1.5 M
From Accel, 14W,
Venrex & various angels.
January 2011
Series A
$5 M
From Accel, 14W,
DFJ Esprit & others.
June 2012
Series B
$14 M
From Accel, Balderton,
DFJ Esprit, 14W & others.
December 2013
Series C
$40 M
From Accel, Steadfast,
LVMH*, 14W & others.
April 2015
* Through Groupe Arnault

31. Thank you.
Chris Morton
chris@lyst.com

32. Focus on Leading European Internet companies
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online verticals, a broad range of over 500
investors as well as 100+ online-focused
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NOAH Advisors is globally well connected
and has direct access to virtually all key
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Knowledge of and strong relationships
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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
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Routine execution of M&A and financing
transactions with sizes of several billion
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22 successfully completed NOAH Advisors
transactions underline successful transfer of
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Entrepreneurial mind-set, focused on growing the
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Ability to deliver top results in short time frames
Highly success-based compensation structures
align interests of clients and NOAH Advisors,
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Creative deal solutions
September 2015 December 2014
September 2014October 2014
May 2014 February 2013
May 2012 April 2011
Sale of a 70% stake in
to
Exclusive Financial Advisor to
Drushim and its Shareholders
Sale of 100% of
for $800m to
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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
have acquired a majority stake in
for $350m from
Exclusive Advisor to Summit Partners and TA Associates
Selected Completed
NOAH Transactions
Unique Industry Know-How
Unmatched Network and Relationships
Strong Investment Banking Competence
Full Commitment - We Are Entrepreneurs!
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