moleskine-ipo-report-04-03-2013-mediobanca

Moleskine
b) Product portfolio
Paper items have been the historical Moleskine product category. In FY2012 they contributed 93% of
consolidated revenues, following the launch in 2011 of WTR collections (writing, travelling, and
reading items), which account for 7% of the group turnover. Specifically:
a) Paper: consists of a wide range of paper-based items, which totalled 635 SKUS in 2012 of
which 144 were new SKUS. The product range today includes:
Notebooks i.e. classic notebooks, volants, cahiers, passion books, creative and city
notebooks, limited editions;
Dairies and planners available as 12/18month diaries, professional diaries, limited
editions (of these diaries sold are 3.0-3.5 million units annually);
Home office such as binders, folders, filers, pads and album;
Gift products i.e. gift box and greeting cards.
New items are launched annually, and in 2012 they contribute 14% of paper revenues.
The first three best sellers account for 15% of group revenues. Within them, the best seller is
the hardcover ruled notebook, accounting for some 9% of the group’s turnover.
b) Writing, Travelling and Reading (WTR from now on) in 2012 consisted of 115 SKUs of
which 65 were new. They include:
Writing collections such as pens, pencils and refills;
Travelling collections such as bags, backpacks, laptop cases, tablet covers, shells,
luggage tags;
Reading collections including glasses, book lights and reading stands.
Within the WTR product range, the plastic roller pen is the best seller, accounting for approx 0.4% of
net sales.
c) Digital: In 2012 Moleskine expanded its product offer to include new digital platforms and
products which, despite not being meaningful yet in terms of contribution to sales, are likely to
fuel future growth. Today the range of digital products include:
Note taking applications including Moleskine App for iPad and iPhone (launched
in April 2011 with 750,000 downloads as of September 2012) and Moleskine Journal
App for IOS, launched in September 2012 with 250,000 downloads as of December
2012;
Moleskine application original templates including diary models or specific
passion notebook pages and tracing papers downloadable from the company website
(1.7 million downloads as of December 2012);
Artist market place, a virtual marketplace where customers can sell/buy customised
Moleskine products;
Evernote smart notebook consisting of special edition notebooks, which enable the
conversion and transfer of analogue content from the page into a digital indexed version
to an Evernote account (€1m revenues over the period October-December 2012 ).
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IPO
04 March 2013 ◆ 18