FURNITURE LANDSCAPE IN CANADA APPROACHING THE CANADIAN FURNITURE MARKET

FURNITURE LANDSCAPE IN CANADA APPROACHING THE CANADIAN FURNITURE MARKET

WHO AM I? John Power RETAIL EXPERIENCE Total of 10 years buying experience for the Hudson Bay Company, Great Universal Stores (G.U.S.) Canada 0 MANUFACTURING EXPERIENCE Total of 20 years National responsibility for major Canadian upholstery and casegood suppliers

WHO IS MEGA GROUP Making Independent Retailers Stronger OVER 600 INDEPENDENT RETAIL ENTITIES ACROSS CANADA REPRESENTING OVER 1 BILLION IN WHOLESALE PURCHASES RETAIL SOLUTIONS CENTRAL BILLING STORE OPERATIONS Focused around Brandsource Offering solutions in Merchandising, Marketing and Advertising Processing of all Accounts Payable and Receivables for members. We operate as their Bank giving retailers credit lines and financial advice Specific programs for Training, Business Intelligence and Best practices

A TASTE OF MEGA We Go From this Type of RETAILER 8 LOCATIONS WITH 2 BRANDS 3 LOCATIONS 200,000 TOTAL SQ. FEET https://www.youtube.com/watch?v=ej 7qO10vr-A

To This TYPE of RETAILER.. A TASTE OF MEGA

Physical Limitations of Canada: UNDERSTANDING CANADA Complexities of Canada 10 Provinces spanning over 9 million square KM s. Portugal is 92,000 Square KM s 35 million people - 4 persons per square KM Portugal has 11million people 115 per sq. KM s The top 5 Metropolitan cities in Canada contain 16.5 Million or almost 50% of the population Portugal s top 2 cities has 3.5million people 1/3 rd of population Top two provinces contain 21.5 Million over 60% of population $18CDN Billion in Furniture related Retail Sales in 2016 Portuguese market is about $4.5CDN Billion (3 EU Billion) Approximately 3800 manufacturers in Canada in 2016

FROM PORTO PORTUGAL One way 5127 KM S TO MONTREAL 8093 KM S TO VANCOUVER

FROM PORTO PORTUGAL 4,467 Kilometres

Top 6 Markets in Canada Good News: 3 of these markets represent approx. 1/3 of total Market They are in closest half of the country And they are all within 600km s of each other

WHERE TO LOOK FIRST! Provincial Locations with Employees SECTOR CA NF PE NS NB QU ON MB SK AB BC YK NT NU Home Furn. Furn. Store Total stores 4386 35 22 118 82 962 1699 110 113 490 727 5 5 0 3438 74 12 99 67 702 1361 116 111 362 528 4 2 0 7824 109 34 217 149 1664 3060 226 224 852 1255 9 7 0 Half of all Furniture related retailers are situated in Ontario and Quebec. As this is by location many of the other provinces have satellite stores with their head offices being most likely in Ontario. Not included in these numbers are Department stores accounting for roughly another 200 locations across Canada.

REGIONAL DISPARITIES Our size and diverse culture allows for a variety of product selection ONTARIO MARKETS QUEBEC MARKETS Market Style Tendencies First Language Market Style Tendencies First Language Eastern Ont. Mixed contemporary with Traditional bit 80% Eng. 20% Fr. Northern Quebec Mixed Contemporary with Traditional bit 100% Fr. GTA (Toronto) Western Ontario Mixed contemporary moving towards Modern Mixed traditional to slightly contemporary 100% Eng. 100% Eng. Quebec City GMA (Montreal) Mostly Modern with some contemporary Mixed Contemporary to Modern 80% Fr. 20% Eng. 60% Fr. 40% Eng

TRADITIONAL WHAT STYLES LOOK LIKE CONTEMPORARY MODERN

TRADITIONAL WHAT STYLES LOOK LIKE CONTEMPORARY MODERN

HOW STYLE SALES BREAKOUT IN ONT. QUE. Modern 12% Traditional 15% Contemporary 73% Traditional Contemporary Modern

HOW CATEGORY SALES BREAK OUT BALANCE OF SALES BALANCE OF SPACE [CATEGO RY NAME] [PERCENT AGE] [CATEGO RY NAME] [VALUE], [CATEGO RY NAME][VA LUE] [CATEGO RY NAME] Accent Livingroom 9% Bedding 10% Other 2% Accent Chairs 10% [CATEGO RY NAME] [VALUE] [CATEGO RY NAME] [PERCENT AGE] [CATEGO RY NAME], [VALUE] [PERCENT AGE] Motion Upholstery[ CATEGOR Y NAME] [PERCENT AGE] Dining Room 11% Bedroom 15% Motion Upholstery 14% Stationary Upholstery 29%

UPHOLSTERY 1) Heavily influenced by US factories; ASHLEY, LazBoy 2) Very strong local factories offering fast delivery and mass customization CATEGORY HIGHLIGHTS ACCENT FURNITURE No dominant resource open market very good opportunity Bar Stools, Storage Pieces, Uph. Headboards, Desks CASE GOODS MATTRESSES 1) Mainly imports from South East Asia 2) Domestic again is very custom and fast delivery 0 All domestic international brands no opportunity

THINGS TO THINK ABOUT What issue are you trying to solve for the retailer? Only you know this, but be prepared to show your differentiation and value proposition, it may be: Distribution/Exclusivity rights by vendor or product Marketing and Merchandising Unique display features or presentation Customization/configurations Pricing How do I get your products? Don t underestimate Logistics within Canada: Timelines how long from order to delivery what delivery system? Local warehousing or container direct Serviceability Quality, parts, credits etc. 5 ½ time zones across Canada 9 a.m. in Vancouver is 11 a.m. in Toronto and 4 p.m. in Porto Training and knowledge for sell through in store help and on the ground support Terms and conditions of sale rebates, discounts, etc. Letter of Credit or trade terms

MARKET SEGMENTS Our Market Place has Three main Retail Segments in addition to On-Line NATIONAL ACCOUNTS AND MAJOR INDEPENDENTS Leon s, the Brick, Ikea, Home Sense, JYSK, Urban Barn and others PLUS; Teppermans, SofaLand, JC Perrault, Germain LaRiviere, Setlakwe, Chesterfield Shop, and others DEPARTMENT STORES Sears, The Bay, Walmart, Costco 0 INDEPENDENT CHANNEL Buying Groups represent approx. 1200 stores. And then general independents. Another 2-3,000 stores mostly smaller

RANKING THE SEGMENTS 1. National and Major Independents Forget the majors Priority for me would be multiple store regional chains used to doing containers and willing to work with new vendors and test products if they fit people like Teppermans 5 stores ON, Chesterfield Shop 5 Stores ON, J.C. Perrault 4 Stores QE, Germain LaRiviere 4 Stores QE, Upper Rooms 3 Stores ON, West Elm 5 stores, Structube 55 stores QE, Setlakwe 5 Stores QE, etc. 2. Independent stores Approach buying groups first they can handle containers and distribution for you Most true independents cannot handle the logistics and financing easily 3. Department Stores NO don t go there right now

Stay within Ontario and Quebec - Travel between Montreal, Ottawa and Toronto Develop relationships with the family owned multi-store operations (Sales volume between $8-50 Million at retail) KEY INSIGHTS Stay away from British Columbia and western provinces for now Don t ignore American and Chinese competitors and influence Find your point of differentiation Solve the logistics issues: Freight costs Servicing of repair and replacement Ongoing order fulfillment Local representation Don t under-estimate time zones and distances Understand shipping times and costs related to container business Look at Accent type furniture such as Headboards, storage and wall units, bar stools and chairs.

THANK YOU & QUESTIONS?? John Power General Manager Sales and Strategic Development T: 905-286-4993, ext. 212 / 1 888 739-1431 C: 905 301-4347 2000 Argentia Road Plaza 3, Suite 301, Mississauga L5N 1V9 jpower@megagroup.ca www.megagroup.ca www.brandsource.ca Service Excellence - our commitment to you! Service Excellence - notre engagement envers vous!