A High Heeled Journey the PeepToe story so far…

presented by Sue Ellen Mackintosh-Dixon

Chief Executive Officer

10 November, 2011

www.peeptoeshoes.com.au

N I K K I H A G E R

Nikki Hager is a well known fashion identity and philanthropist.

Nikki has been nominated for Cosmopolitan Women of the

Year Award for two consecutive years. In categories

Entrepreneur of the Year and Designer of the Year 2010.

Nikki joined the Fashion Future mentor program in 2010.

Inspiring young designers and entrepreneurs to a career in

fashion.

She was the winner of the Fashion Group International Rising

Star award earlier this year.

And….in June Nikki was a finalist in the very prestigious Ernst

& Young, Entrepreneur of the Year in the Emerging category.

Founder and Creative Director

T H E B R A N D PeepToe is Australia’s leading shoe, jewellery, bag and accessory

brand by virtue of spectacular designs. Synonymous with statement

style, quality and glamour.

PeepToe exploding on the fashion footwear and accessories market in

2006, design entrepreneur Nikki Hager picked a niche with her

magnificent stand-out heels. The brand quickly expanded to include

statement jewellery, bridal and bag lines.

Six PeepToe boutiques, 2 pop-up boutiques accompany a revolutionary

e-boutique with consistent customer growth each month.

Our customer – our girl, is 18-35 fashion savvy, iphone holding,

facebook posting individual. She loves the ‘wow, where did you get

those shoes from ‘ comments from her friends. She knows there is

room in her closet for both our classic range of products as well as our

monthly drops of ‘fashion newness’. She has a successful career and

engages with our brand over the many stages of over life during the

20’s and early 30’s.

PeepToe boutiques are described as boudoir chic.

Eye catching shoes and accessories take over the chandelier lit space in

a dream wardrobe style.

Westfield Sydney PeepToe’s flagship store

OU

R

BO

UT

IQU

ES

PeepToe boutiques are located in:

• The Intersection, Paddington

• Westfield Sydney

• Westfield Bondi Junction

• Castle Towers

• QueensPlaza, Brisbane

• Little Collins Street – Melbourne CBD

PeepToe Pop-up boutiques are located in:

•Chatswood Chase

•Westfield Parramatta

D I G I TA L

Leading the way with a cutting edge eCommerce site,

PeepToe recently updated their Digital space in March this

year ensure it maintained progressive functionality. With

revolutionary technology on social networking platforms that

succeed anything seen in Australia before for such a young

business and rival’s businesses like Net-a-porter & Aesop.

The PeepToe eBoutique is a digital fashion powerhouse.

Ensuring a seamless shopping experience and Social Media

interaction to communicate and connect with members, fans

and followers in real time. Currently sales from the digital

channel represent around 10% of the business and growing.

Website Stats:

Unique visitors: 67,000 per month

Page Impressions: 730,000 per month

eDM subscribers: 31,000

Facebook 100,500

Twitter: 3,600

Over 100 unique boutiques stock PeepToe nationally, the largest include:

• NSW: Abyss, Tara Wolf, Cherry Red, La Luna

• VIC: Green With Envy, White Suede, Jason Gretch

• QLD: Jules & Roc, Petrol

• SA: Chasing Nell

• WA: Zara Bryson, Shoe Be Doo, Luxxe Fashions

• NT: Stomp, Mixed Lollies

• eCommerce sites: Styletread, The Iconic

• Selected David Jones Department stores nationally.

S TO C K I S T S

L i c e n s i n g

• In September of 2011

PeepToe embarked on a

licensing agreement with

well-known Australian

designer Jayson Brunsdon.

• Using Jayson’s design

capabilities coupled with

PeepToe’s established

supply chain, marketing &

selling expertise both shoes

and bags will sold-in to Myer

and are currently available.

Fashion Targets Breast Cancer

• PeepToe has an on-

going relationship with

Fashion Targets Breast

Cancer, an initiative of

the National Breast

Cancer Foundation. A

range of PeepToe for

FTBC products include:

heels, ballet flats,

clutches and bangles are

available in all boutiques

and the eBoutique with

40% of the profits going

to raise funds for the

organisation.

I N T H E M E D I A With a high media profile PeepToe are regularly seen in every major

publication including; Vogue, Harpers Bazaar, marieclaire, InStyle,

Madison, Cosmopolitan, Shop Till You Drop, Cleo and Grazia.

News publications nationally including SMH, Daily Telegraph, The Age,

Sun Herald, Sunday Telegraph , Herald Sun and Sunday Herald Sun

and Sunday Mail.

PeepToe is regularly featured on national and international television

shows; The Today Show, The Morning Show, Kerrie Anne, The X

Factor, Australia’s Next Top Model, Winners and Losers, Keeping Up

With The Kardashian’s and The Hills.

PeepToe dress the most glamorous faces and boast a loyal

celebrity clientele including:

Mel B, Natalie Bassingthwaighte, Delta Goodrem, Natalie

Imbruglia, Sarah Murdoch, Jennifer Hawkins, Jessica Mauboy,

Laura Dundovic, Ruby Rose, Rachel Finch and Jackie O.

Along with international fans Nicky Hilton, Kim and Khloe

Kardashian, Kelly Rowland, Lo Bosworth, Catt Sadler, The

Pussy Cat Dolls and Rumer Willis.

P E E P TO E T U R N S 5

Notes only

• PeepToe Celebrate turning 5 in style • On October 19, PeepToe, Australia’s leading footwear celebrated 5 years in

the Australian market with a lavish event held at one of Sydney’s Premier nightspots, The Loft. The stylish affair also saw the launch of ‘Copacabana’ PeepToe’s high summer collection for 11’.

• The Loft was transformed into the streets of Rio, with the Batucada Brazil dance troupe bringing Carnival to life on stage, with fast paced dance moves and amazing Capoeira. PeepToe marked the joyous occasion with a stunning custom made birthday cake from Sparkle Cupcakes.

• The latest Copacabana collection was on display throughout the venue through four installations, where models from Platform agency showcased the dazzling designs.

• The latest campaign, which saw the collaboration of acclaimed photographer Kane Skennar and the creative styling’s of Sarah Bonett, was showcased all around the room to the delight of guests of whom sipped on PeepToe Absolut Vodka cocktails.

T H E V I S I O N To be the fashion leader in ladies shoes,

statement jewellery & bags. To be an employer of

choice.

GOALS

1. to open more boutique’s nationally both free standing &

pop-up. Currently we have 8 boutique’s, we would like to

have between 15-18 boutiques in the next 3-5 years.

2. to have retail licensing partnerships in place in Asia, North

American and the United Arab Emirates in the next 2-5

years.

3. for our eBoutique to be a single biggest store in terms of

sales generation by FY 2012

4. Have a multi-channel retail marketing plan in place.

5. Strong staff engagement, excellent business culture, open

communication

6. Efficient & scalable supply chain

H o w H o H c a n

h e l p

1. Introduction to strategic global retail partners

in key markets:

1. Asia – Singapore, Hong Kong, Kuala

Lumpur, Jakarta & Shanghai

2. North America – Los Angeles

3. UAE - Abu Dhabi & Dubai

2. Introduction to people with experience in the

design & execution of a multi-channel retail

marketing plan

3. Introduction to people with experience in

operational reviews including the supply chain

THANK YOU!

Sue Ellen Mackintosh-Dixon

Chief Executive Officer

__________________________

T +61 2 8338 0030 | M +61 412 560 637 | F +61 2 9313 4806

E sueellen.m@peeptoeshoes.com.au

A unit 4, 190 Bourke Road, Alexandria, Sydney NSW 2015, Australia

THANK YOU www.peeptoeshoes.com.au