To our Shareowners,

MAY 2012 ANNUAL REPORT

A year after its grand opening, I can’t be happier to report that fiscal 2011 was crowned with great success for La Capucine.

Not only did we reach each of our financial objectives, but La Capucine exceeded all previsions and its potential went far beyond our expectations. We had the intuition, and now the proof, that our strategy was fruitful, by focusing on the quality, diversity and exclusivity of our catalogue. The selection we have made revealed a significant and sustained demand for the high-standard arts, crafts, delicacies and plants we offer. We have felt a strong adherence to our core philosophy in favor of the respect for nature and artisans with whom we work, and we want to pursue this path. Our capacity of innovation provided the foundation to articulate our vision and to approach new horizons of development.

La Capucine.The Art of living harmoniously with nature.

Since our performance this year clearly demonstrates the strength of our strategy and our team, we will go further and expand our outreach to reflect better the potential growth of our business. Our first priority is to save and improve

what made this year successful. To that purpose, we are currently enlarging our network of reputed artisans, artists and local business partners to guarantee excellence, novelty and exclusivity to our refined clients.

Our second one is to develop our natural

assets on to new fronts, in order to better secure the precious loyalty of our international clientele. This will be materialized by the imminent opening of an online shop which will feature our current and new collections of products.

I am delighted that La Capucine has firmly taken root in the hearth of Giverny in such a short time, and I have no doubt on our future collective capacity to constantly deliver superior value to our clients.

Thierry Huau Landscape Architect DPLG Chief Executive Officer

La Capucine Boutique & Café will open in Giverny (France) on May 16th, 2011.

o A position in the hearth of world known -‐way between the and the Museum of

Impressionisms 250 meters / 0.15 miles / 2 minutes walking distance from each of these

two main spots

75 km (46 miles) from Paris, 60 km (35 miles) from Rouen, 4 km from Vernon (train station)

Accessible by car and bus (less than an hour), train (about 45 mn), and boat

through the Seine river Public Tourism Office on site Free public parking at 2 mn walking distance

T (owned by the Claude Monet

Foundation): 485.000 visitors in 2009. 500.000 visitors expected in 2010.

Museum of Impressionisms: 162.000 visitors in 2010. +20.79% since 2009.

Public Tourism Office: 40 444 visitors in 2010. 9112 in 2009 (+343%).

o La Capucine Boutique: a shop / bookshop on the theme of plants and flowers

o Le Botanic Café: a place for tasting drinks and snacks prepared with natural

produces

o La Pépinière: a nursery collection which offers a careful selection of plants,

tools and organic products, including the famous waterlilies and Latour-‐s lotuses.

o Total accessible floor area: 464 m² / 5000 sq. feet

La Capucine 80 rue Claude Monet

27620 GIVERNY

France

www.la-‐capucine.com

 

 

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News Release For Immediate Release

April 28th

, 2011

Contact: Alexandre Huau-‐Armani (414) 526-‐5163

a.huauarmani@la-‐capucine.com

LA CAPUCINE BOUTIQUE AND CAFÉ TO OPEN IN GIVERNY

GIVERNY, France, April 2011 In an historic farm with enclosed garden in the

village of Giverny, just few steps from the , and

the Museum of Impressionisms, La Capucine Boutique & Café is a new plant

concept store that will open its doors on May 16th, 2011.

Less than an hour from Paris and 35 minutes from Rouen, La Capucine will

revolve around the art of living harmoniously with our vegetal environment. It will

roll out four seasons of experiences to live with:

La Capucine Boutique: a shop / bookshop offering an endless inventory of

items on the theme of plants and flowers, as well as specialized books on

the garden, available in English and French;

Le Botanic Café: a place for tasting drinks and snacks prepared with natural

local produces

La Pépinière: a nursery collection which offers a careful selection of plants,

tools and organic products.

La Capucine 80 rue Claude Monet

27620 GIVERNY France

www.la-‐capucine.com  

 more    

Thierry Huau, creator of La Capucine, is excited about the imminent opening.

With La Capucine as a support, I am truly happy to keep on sharing this art of

living with plants Our place will contribute to a wider knowledge of this

vegetal world which represents an endless source of inspiration, from the garden to

the kitchen and from flowers to paintings . He adds that water lilies and lotus

-‐ that Monet had installed in its basins will be anew available on

sale.

Besides, Giverny public tourism information office is also part of the facility,

but will be operated separately.

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In a competitive and confined environment, La Capucine struggles to develop its

company name recognition amongst market juggernauts such as the Claude Monet and Terra

Foundations.

In regards to its expected upscale clientele, La Capucine has to be differentiated from

casual tourist shops and identified as unique. Our vision and philosophy should make the

difference.

With its very specific concept and the diversity of its offer, La Capucine needs to raise

awareness of its prospective clients and secure the loyalty of its actual ones.

Local clientele are more likely to visit La Capucine more frequently. Their loyalty is an

invaluable asset for us and all has to be done to make them come again.

The development of a growing network of visitors linked to social and new media would

contribute greatly to raise general awareness and pursue good relationships with our clients.

To reinforce La Capucine brand recognition among specialized media and targeted publics by 15% before the next season (April 2012)

To secure loyalty of our clientele by ensuring a minimum of 10,000 subscriptions to the

electronic newsletter and at least 1,000 followers on the Facebook page at the end of this season (December 2011)

To associate La Capucine to at least two artistic or educational events this season, those

promote our brand according to the values we foster in favor of the respect and the appreciation of nature.

The first targets to consider are general, local and specialized media, travel agents, travel

guide editors, and tour operators. Serving as intermediaries for tourists – our main clientele -

their awareness of La Capucine is crucial to promote our brand and its products in their reference

publications.

The second targeted audience is local visitors, with a special attention for those coming

from Paris with high purchase power. By their proximity, they are easier to reach and can

develop a sustained loyalty in the long run, especially if stimulated with appropriate incentives.

The third target is international visitors, with a special focus on American and Japanese

ones. Often visiting Giverny for a rather short period, their loyalty remains important to the

extent that they can share their experience abroad and recommend it, by word of mouth or on

their travel blogs for example. Also, they are the privileged targets for our future e-commerce

platform. An international database of satisfied clients appear to be a valuable asset in this

perspective

Social media are good vectors to reach a large audience and relay information,

promotions or special events notably. For a themed concept store like La Capucine, developing a

large online community which shows support can be very rewarding for securing their loyalty

over the long run and to promote our collective vision in favor of nature.

1. Contact and inform general, local and specialized media, about the special concept and actual collections of La Capucine and the added-value we offer to our visitors

2. Create a regular online newsletter to inform our audiences about novelties, specials and occasional events and activities offered at La Capucine

3. Ensure our global presence over the Internet and social media 4. Sponsor two local artistic or educational events and create durable partnerships with

organizers

1. Redact and send a media kit (printed and electronic) including press releases, fact

sheet and backgrounders to the general, local and specialized press as well as online

media to inform them of the opening and detail La Capucine’s philosophy, savoir-

faire and products

2. Redact and send pitch letters to the special attention of travel guide editors, travel

agents and tour operators

3. Plan and prepare an incoming media tour with the creator of La Capucine

4. Redact and publish a Social Media Release about the opening and upcoming events

and activities offered at La Capucine

5. Redact and send out online newsletters regularly to inform our loyal clients of

activities, events, and novelties of La Capucine by providing adapted offers,

promotions or invitations.

6. Release the company’s website

7. Create and monitor a profile page for La Capucine on each major social media

platform (Facebook, MySpace, Twitter)

8. Find two external events related to arts and crafts or gastronomy in the region and

sponsor these

Season 2011

May 2011 June July August September October To redact and send: - Press release - Fact sheet - Backgrounder - Pitch letters - Social media release To Release: - Website - Social media profiles

To redact and send: - 1st newsletter

To organize: - Incoming media tours

To redact and send: - 2nd newsletter To organize: - 1st sponsored event

To organize: - 2nd sponsored event

To redact and send: - 3rd newsletter

Press release writing and distribution 120 € Press kit development and printing 350 € Media Tours 200 € External Events Sponsorship 2,000 € Newsletters 75 € Website development and hosting 1,500 € TOTAL 4,245 €

La Capucine brand recognition among specialized media and targeted publics by 15% before April 2012, we should monthly monitor all new occurrences and citations of our name in the specialized press with adapted online search tools. This monitoring should be permanently effective, which means over the season and until it reopens, from October 2011 to April 2012, so as to acknowledge new travel guides publications notably. In addition, cashiers will randomly survey a sample of 500 clients throughout the season to evaluate how they knew and reached us.

As an indicator of the loyalty of our clientele, a minimum of 10,000 subscriptions to the electronic newsletter and at least 1,000 followers on the Facebook page have to be reached and counted before December 2011.

Social Media Release Contact Information Alexandre Huau-Armani (414) 526-5163 a.huauarmani@la-capucine.com Images

LA CAPUCINE TO OPEN IN GIVERNY ON MAY 14th 2011 April 15, 2011 @ 09:00AM In an historic farm with enclosed garden in Giverny, just few steps from the Claude Monet’s house and gardens, and the Museum of Impressionisms, La Capucine is a new plant concept store that will open its doors on Saturday, May 14th, 2011 at 10 a.m. GMT+1. A complimentary buffet lunch will be offer at noon to our first visitors! Less than an hour from Paris and 35 minutes from Rouen, La Capucine will revolve around the art of living harmoniously with our vegetal environment. It will present four seasons of experiences to live in our four poles to discover:

- La Capucine Boutique: a shop / bookshop offering an endless inventory of items on the theme of plants and flowers, as well as specialized books on the garden, available in English and French;

- Le Botanic Café: a place for tasting drinks, snacks and other French delicacies prepared with local produces

- Le Déjeuner sur l'herbe: revisiting famous Monet's painting, we exclusively offer you picnic lunches to share on the grass or on our terrace

- La Pépinière: a nursery collection which offers a careful selection of plants, tools and organic products, including Monet's water lilies and lotuses.

Along the same lines as Monet, we want to promote and share our authentic French passion for the vegetal and its spin-offs with you. La Capucine is a must-see in your visit to Giverny! Come visit and say hi! La Capucine. 80 rue Claude Monet. 27620 Giverny, France. Open everyday from May to September, 10 a.m. to 6 p.m., and every week end until December. Quotes “With La Capucine as a support, I am truly happy to keep on sharing this art of living with plants”, says Thierry Huau, creator of La Capucine. “Our place will contribute to a wider knowledge of this vegetal world which represents an endless source of inspiration, from the garden to the kitchen and from flowers to paintings”.

Most Recent - Grand opening of La Capucine sets on May 14 - Interview of Thierry Huau, the creator Comments Add new comment Tweet this Like this Share this Print this

FOR IMMEDIATE RELEASE Contact: Alexandre Huau-Armani - (414) 526-5163

La Capucine 80 rue Claude Monet - 27620 GIVERNY - France

April, 30, 2011

On May 14th, La Capucine, a new plant concept store, sets its grand opening in Giverny,

France. Less than an hour away from Paris, in a historic farm with enclosed garden just a few steps

from the Claude Monet’s house and gardens, and the Museum of Impressionisms, La Capucine will revolve around the art of living harmoniously with our vegetal environment.

Composed of three main poles respectively calledLa Capucine Boutique, Le Botanic Café and

La Pépinière (a garden center), we will offer in our unique location an extensive inventory of items on the theme of plants and flowers, and specialized books related to the garden, as well as a careful selection of plants and seeds, which notably includes the famous Monet’s waterlilies and lotuses. In addition, the Botanic Café will be a welcoming place to taste drinks, snacks and other French delicacies prepared with local produces.

WHO: Creator and staff of La Capucine, local artists, local representatives WHAT: Grand opening ceremony of La Capucine Boutique, Le Botanic Café and La Pépinière WHERE: La Capucine, 80 rue Claude Monet, 27620 GIVERNY, France WHEN: 10.30 a.m. to 6 p.m., Sat., May, 14, 2011. A complimentary buffet lunch will be offer

at noon. WHY: La Capucine has been designed to be perfectly integrated to the “Village of painters”,

by complementing the existing touristic attractions in Giverny with its innovative concept. Along the same lines as Monet, we want to promote and share our authentic French passion for the vegetal and its spin-offs. La Capucine aspires to be a must-see in anyone’s visit to Giverny.

Thierry Huau, landscape designer and creator of La Capucine, will be available throughout the

day for press interviews. For more information or any other request, please contact Alexandre Huau-Armani at the

above number or by email: a.huauarmani@la-capucine.com. La Capucine www.la-capucine.com