Profile of Funky Buddha

The Company & The Brands

Funky Buddha – being the flagship brand – is part of a portfolio of retail brands that are developed by our company ALTEX SA, based in Greece – Europe.

ALTEX S.A. is a family-owned European fashion retailer that designs, produces and distributes fashion products with a distinctive character, standing clearly out from the crowd.

Driven by passion, determination and intuition, the company creates clothes that are “canvasses of expression” and give consumers the ability to be themselves, feel good and stand out from the crowd. Garments of the highest quality, comfortable and highly affordable, that matcheach person, expressing his or her personality.

The company’s portfolio consists of three brands: Funky Buddha, Garage Fifty Five & Second Skin offer dynamic, comfortable, uplifting and expressive lifestyle clothes for men and women, paying extreme attention to quality and details reflecting sheer enthusiasm, freedom of expression and a unique differentiation in style that all those who feel authentic, creative, daringand confidentare looking for!

Each fashion collection is an expression and a way of life for all of those who don’t just follow fashion but think of it as a mean of expression. This is one of the cornerstones of the company’sphilosophy, inspiringboththe companyand the consumersalike.

Each fashion collection is daring, influenced by music, arts & culture, intense feelings, travelling, love for the environment with a contemporary still classy look and feel, being part of a total “canvas” and a modern way of interaction and expression. Every season, the company designs clothes full ofinnovative ideas, by enriching the latest trends.

Milestones

2003

ALTEX S.A. is founded introducing FUNKY BUDDHA brand with a successful jacket collection

2005

The company acquires and moves into its new company-owned headquarters and invests in a new extended distribution center

2008

Two new brands, Fifty Five GARAGE Dry Goods & Supplies and SECOND SKIN are introduced to enrich the company's brand portfolio.

2013

FUNKY BUDDHA opens up to retailing in Greece.

2014

The basic cornerstones are set for ALTEX to become an international Retailer with new Retail locations and a proven international retail development strategy

2015-16

Retailing and international expansion is further enhanced through a dedicated reorganization of the company’s infrastructure. Shopping Experience is adopted as one of the new “beliefs” in ALTEX’ s Brand Philosophy

2017-18

The brand is launched in Germany choosing omnichannel retailing: The Wholesale network in Germany is rapidly developed. Well established marketplaces are the next big thing, like Zalando, Otto, About You, etc. which operate successfully in different European Countries, introducing the Brand to the European Customer.

At the same time, the Balkan Expansion proceeds with a fast pace, offering Funky Buddha fashion to countries like Slovenia, Croatia, Serbia etc.

Mission & Vision

vision

creative

01

0203

0405

We are proud of our family. It is both our link to the past and the foundation of our future.

ü Mission: To be one of the leading European OMNICHANNEL RETAILERS in the markets we operate in and to become a GLOBAL FASHION RETAILER.

ü Vision: To always develop and market our brands in accordance to European fashion trends and to create a distinct mix of collections, which will appeal to the trends-aware 16- 45 age group.

ü We always strive to meet each client’s unique set of needs and expectations by delivering a truly personalized experience on a professional basis.

ü Our commitment to combining highly effective working practices with paradigm-busting creativity means the only thing we’ll always exceed are your expectations.

We base our cooperation ontrust, partnership and honesty

passion

ü We’re passionate about customers and consumers. Being proud of what we do, we act sensitively with the highest standards of integrity and social responsibility.

Funky Buddha is Altex’s anchor brand, a symbol of our story, a point of difference in fashion marketplaces. Fashion is one of the most influential forms of expression in our contemporary culture. Serving as a mirror of our time, fashion is also regarded as a post-modern metaphor of what goes on in society.

A global OMNICHANNEL fashion Retailer

The new concept had to be in-line with the philosophy of the brand but at the same time to give a maximum of shopping experience to all clients, both ON- and OFFLINE

To communicate our Brand Philosophy to the customer and to become one of the leading Retailers was not only a dream, but a necessity in todays demanding fashion scene

The concept was tested and retested and after a thorough pilot phase, the Funky Buddha stores were ready to become a fashion milestone on the market

01 03 05 07 02

Planning

04

Communicate

06

Create

The Idea

SketchIdeas

DevelopExperience led us to transform the existing network of Funky Buddha stores according to the latest trends of international Retailing and CROSS BORDER e- commerce

Concept Designers and Fashion Specialists worked hand in hand to deliver a new, fresh and sophisticated concept housing all collections of the Brand under one roof

We incorporated all ideas from our fashion team and combined it with the experience of our managers to expand not only in our Home- Country, but also worldwide

We seek to expand worldwide, having already a sound presence in Europe, developing the international Funky Buddha Network, ON- and OFF LINE

The Funky Buddha Team

The company employs more than 150 highly specialized, skilled & well trained staff and experienced managers, all of them dedicated to the continuous evolution of the men’s, women’s and kids’ fashion collections, the implementation of sophisticated marketing strategies and actions for promoting our brand, committed to total customers’ satisfaction.

Knowledge/Experience

/

Couture

C

facebook.com/funkybuddhatwitter.com/@funkybuddha2

Instagram/funkybuddha_

Retail Orientation E-Commerce Expertise Wholesale Orientation Marketing Orientation

Infrastructure

During the last years the company invested in the modernization of its IT system (ERP – CRM – B2B – BI- software & hardware - Cloud). This gave ALTEX a substantial comparative advantage, raising the technological bar to the highest international standards. The IT Department of ALTEX is entirely responsible for the smooth and orderly operation of the EDP systems. The daily goal of the IT department is the optimum data management, provision of support and information to all its users worldwide, suppressing lead times, providing invaluable management information, minimizing effort and avoiding delays at all levels. IT supports tightly-knit collaboration among designers, store managers, market resources specialists, inventory control, production managers and technology production planners. A sophisticated Purchasing Technology is implemented to support all primary activities, while accurate demand planning maximizes profitability. All production, regardless of its origin, is received at the central 3PL logistics centers, from where it is distributed to all the stores or clients worldwide on a highly frequent and constant basis, achieving minimum delivery and lead times.

Awards

• Funky Buddha is proud to be awarded the European Business Award 2014/15 as a National Champion.

• Funky Buddha was awarded the Franchise Award 16 in recognition of its CONCEPT REDESIGN and an honor award in the Section RETAIL FRANCHISOR OF THE YEAR 2016.

• The company was awarded the Franchise Award 17 in two categories, as BE SPOKEN FRANCHISOR and as the company with the BEST INTERNATIONAL EXPANSION.

• Two Awards for BEST PRODUCT QUALITY and for the BEST GRAND OPENING EVENT in the Franchise Sector in 2018.

• In addition to the above, the same year, Kostas Alexiou, the Managing Director of Altex S.A., was awarded the BEST FRANCHISE LEADER OF THE YEAR, while Panos Patronidis, Chief Commercial Officer of Altex S.A., was honored with the award of the BEST MANAGER OF THE YEAR.

Funky Buddha Story

Funky Buddha brand was founded in 2003 through the passion and intuition of Alexiou family from Europe - Greece.

What started off as a casual business trip for them, turned into an epic adventure through the highs and lows of the Far East.

Seeking initially to research business opportunities, a delay at a local train station resulted in a major detour. They returned from itwithcratesand stories!

The rising sun flag became the brand’s symbol and an inspiration for what has become a highly successful idea: to make great garments that suit every individual, reflect ones personality and make you feel cool at ease.

The brand was launched during the summer of 2003 and its tees and cargo shorts became directly a hit, surpassing expectations and setting the standards for further expansion of the brand. In just a few years, with hard work and determination, and with the collection becoming richer and more complete the commercial success of the European fashion company took off.

Funky Buddha has become - in a short period of time – an international fashion Retailer and the cult fashion brand for those who love to wear clothes inspired by values such as freedom, respect for the individual and respect for the environment.

Funky BuddhaProduct Philosophy

Every season Funky Buddha creates wardrobes brimming with ideas, intune with the latest trends and inspired by its core values. Its products are of high quality, rich in detail, uplifting in attitude but also highly affordable.

Conceded for the “Young”, dynamic individual, it targets men and woman who care about details and quality at competitive prices, who love the vintage style and always want to look and feel good while remaining themselves.

Perceptual Map

High Price

Scotch & Soda

Tom Tailor

Hollister Jack & Jones

Pepe Jeans A&F Tommy Hilfiger DENIM

Zara Topshop

SuperDry American Eagle

High Quality

Low Quality

Aeropostale

H&MPull&Bear

Low Price

Interior Design

Building A Better Concept

Shop in Shops …Corners …Department Stores

Supporting different Distribution Channels was always part of our development strategy. Starting from the needs and demands of each market, we designed a dedicated concept to meet these needs. We internationally develop in parallel the Retail, Wholesale, S-i-S and e-commerce channels, being a true global OMNICHANNEL Retailer!

MarketingMarketing

The communication strategy of the company is one of the key drivers of success leading to the high recognition of

the brand. Through an elaborated off line & online marketing, PR and communication plan, Funky Buddha is currently recognized as one of the leading fashion companies in Greece and a rising star on the European Market, holding always a privileged position in the media. TV, cinema, press, outdoor advertising, digital advertising, sponsorships and various public relations programs are selected with criteria associated with the target group, the position and the sustainable development of the company. Furthermore, various below the line activities are held, aiming to increase the traffic, the sales and the customers’ loyalty. All media are selected according to criteria that are entirely consistent with the profile and the philosophy of Funky Buddha, so as to always ensure the successful and accurate communication of the message that characterizes each

campaign of the company.

Marketing Tools

Packaging

Packaging effectively communicates the brand identity and solidarity. The brand symbols are clearly depictedon all packing prints and accessories. The illustrations aim at making thepackaging units desirable by the consumer to be kept for other uses and not be thrown away.

Funky Buddha

The Turnover

2003 Start-up with a significant success

Rapid development of the Brand

2010

2005

Preparation of new brands and systematic wholesale development

Development of different shop concepts – SIS - Corners

2014

2013

National Development & Retail Experience in ALL CHANNELS

25

20

15

Yearly Turnover

15

17

20,5

Becoming a Global omnichannel Retailer – Launch of e-commerce

2015

10

710

2016

Focus on Global Expansion

Greece, Cyprus, Germany and major International e-Market Places in Europe

2017-18

5

0

5

3

1

2003

2005

2010

2014

2015

2016

2017

2018

mil €

Retail Network Analysis

Network Ownership

The Network

14

14

6 14

2

2

2430

2527

2915

4

10

13

1518 19

22 22

2015 2016 2017 2018 2019 2020 2021Company Operated Franchised e-commerce

The Network

In Malls: 10 POS -

1500m 2

200, 9%

250, 11%

100, 4%

Shop Area Allocation in Shopping Centers - 2018

CORNER

950, 40%

OUTLETS COS FRANCHISED INTERNATIONAL

860, 36%

Product Mix MEN’S Collection

Product – Sales Distribution SS 17 / Men’s Collection

BEACHWEAR 4.10%

KNITWEAR 2.30%

T-SHIRT 29.40%

PANTS 12.60%

SHIRTS 10.50%

SWEATSHIRT 1.80%

SHORTS 28.90%

SHOES 5.50%

JACKET 3.80%

T-SHIRT L/S 0.60%

ACCESSORIES 0.50%

Product Mix MEN’S Collection

Product – Sales Distribution FW 16-17 / Men’s Collection

SHOES 4.40%

T-SHIRT 5.20%

T-SHIRT L/S 1.70%

SWEATSHIRT 15.60%

ACCESSORIES 4.80%

JACKET 21.80%

KNITWEAR 16.50%

SHIRTS 8.20%

PANTS 21.80%

Product Mix WOMAN’S Collection

Product – Sales Distribution SS 17 / Woman’s Collection

T-SHIRT L/S 1.18%

SHOES 9.22%

ACCESSORIES

7.95%DRESS 9.13%

JACKET 1.67%

PANTS 17.08%

JUMPSUITS 1.77%

KNITWEAR 2.26%

SWEATSHIRT 1.67%

BEACHWEAR 1.77%

SKIRTS 1.86%

LINGERIE-UNDERWEAR 0.79%

SHIRTS 5.40%

SHORTS 13.64%

T-SHIRT 24.63%

Product Mix WOMAN’S Collection

Product – Sales Distribution FW 16-17 / Woman’s Collection

T-SHIRT 6.74%

T-SHIRT L/S 4.82%

ACCESSORIES

6.95%DRESS 3.78%

SWEATSHIRT 9.16%

JACKET 15.62%

SHORTS 0.18%

SKIRTS 0.15%

JUMPSUITS 1.02%

SHOES 4.44%

SHIRTS 6.87%

PANTS 19.19%

KNITWEAR 21.08%

Demographics: e-commerce

Contact

Whether you have specific needs or just want to say hello, feel free to send us a message or give us a call.

ADDRESS 40 Grigoriou Lampraki Str., 14342, Nea Filadelfia, Athens, Greece

OFFICE +30 210 6615803-4

Send your inquires, advices and suggestion to: commercial@altex.gr

Facebook.com/funkybuddha

Twitter.com/@funkybuddha2

Instagram/funkybuddha_