Detsky Mir


Detsky mir Group is the largest children's goods retailer in Russia and the CIS. The Group comprises the retail chain under the Detsky mir brand in Russia and Kazakhstan, the retail chain under the brand of ELC (Early Learning Center) in Russia, and online stores and

Business description

Detsky mir Group comprises the Detsky mir and ELC (Early Learning Centre) retail chains and is the leader of the Russian children's goods market. The Group's stores operate in 121 towns and cities of Russia and Kazakhstan. In 2011, the Group opened an online store (, enabling its customers to order children's goods online, to be delivered to their home or office.

A modern Detsky mir hypermarket offers about 20-30 thousand items of children's goods: toys, apparel and footwear, baby goods, stationery, arts and crafts, sports goods, car seats, and furniture.

The chain operates in the medium price segment. The company's target audience is middle-income families making up the majority of customers visiting shopping centres.

The Detsky mir brand celebrating its 57th anniversary in 2014 is the most recognisable one among children's goods retailers.

In 2014, Detsky mir stores received over 100 mln visitors, and their number continues to grow.

Detsky mir Group is reinforcing its leadership in the children's goods market, maintaining high growth rates over the past two years. Thus, 72 new stores opened in 2014, including 56 Detsky mir super- and hypermarkets and 16 ELC stores.

For information about the financial results of Detsky Mir please refer here

In the Russian market of children's goods
Russia's largest toy shop
Share of the Russian children's toys market


V. Chirakhov


C. Baxter

Chairman of the Board of Directors

Corporate website: