HAYPP GROUP / INVESTOR RELATIONS / FINANCIAL KEY FIGURES Meny Financial Key Figures IFRS KEY PERFORMANCE MEASURES MSEK Full year January – June 2020 Audited 2019 Audited 2018 Audited 2021 Unaudited 2020 Unaudited Net sales 1,729.2 802.4 460.1 1094.3 762.4 Operating profit/loss (EBIT) -14.3 -24.5 -11.5 -3.5 -5.4 SEGMENT BREAKDOWN KSEK Net sales EBITAD Q2 2021 Q2 2020 Q1-Q2 2021 Q1-Q2 2020 LTM Q2 2021 Q2 2020 Q1-Q2 2021 Q1-Q2 2020 LTM Core markets 484,417 382,774 972,893 636,955 1,811,366 29,695 29,149 56,811 45,197 112,596 EBITDA margin, % 6.1 7.6 5.8 7.1 6.2 Growth markets 57,391 75,044 121,410 125,453 249,703 -12,758 -7,754 -24,108 -25,241 -39,336 EBITDA margin, % -22.2 -10.3 -19.9 -20.1 -15.8 Parent company/other -11.626 -4,563 -13,947 -6,235 -38,131 Reconciliation items -454 -13 -256 -321 29 Group total 541,809 457,818 1,094,304 762,407 2,061,069 4,858 16,818 18,501 13,399 35,158 EBIDTA margin, % 0.9 3.7 1.7 1.8 1.7 Depreciation & Amortization -11,728 -9,542 -22,019 -18,782 -47,623 Financial items -2,778 -4,416 -4,906 -5,879 -19,765 Profit before taxes -9,648 2,860 -8,424 -11,262 -32,230 DEFINITIONS OF ALTERNATIVE PERFORMANCE MEASURES NOT DEFINED IN ACCORDANCE WITH IFRS Definition Reason for use Net sales growth, % Change in net sales growth for the period. Shows whether the Company’s business is expanding or contracting. Gross profit, MSEK Net sales for the period minus cost of goods sold. Shows the profitability and the financial performance of the Company’s business. Gross margin, % Gross profit as a percentage of net sales. The measure is an indicator of the Company’s gross earnings ability. Gross profit growth, % Change in net sales growth for the period minus cost of goods sold for the period. Shows change in the profitability and the financial performance of the Company’s business. EBIT margin, MSEK Operating profit/loss (EBIT) as a percentage of net sales. Shows operating profit/loss in relation to net sales and is a measurement of the profitability in the Company’s operational business. Adjusted EBIT, MSEK EBIT excluding amortization and impairment losses on acquisition-related intangible asset and items affecting comparability. Shows results of the Company’s operational business excluding amortization that arises as a result of accounting treatment of purchase price allocations in conjunction with acquisitions and items that affect comparison with other periods. Adjusted EBITDA margin, % EBIT margin adjusted for amortization and impairment losses on acquisition-related intangible assets and items affecting comparability. Shows EBIT margin excluding amortization that arises as a result of accounting treatment of purchase price allocations in conjunction with acquisitions and items that affect comparison with other periods. EBITDA, MSEK EBIT excluding depreciation/amortization and impairment of assets. Shows the ability of the Company’s operations to generate resources for investment and payment to capital providers. EBITDA margin, % EBITDA as a percentage of net sales. A profitability measurement that is used by investors, analysts and the Company’s management for evaluating the Company’s profitability. Adjusted EBITDA, MSEK EBITDA adjusted for items affecting comparability. Shows EBITDA excluding items that affect comparison with other periods. Adjusted EBITDA margin, % EBITDA margin adjusted for items affecting comparability. Shows EBITDA margin excluding items that affect comparison with other periods. Adjusted operating expenses, MSEK Operating expenses adjusted for items affecting comparability. Shows the expenses from the Company’s operational business excluding items that affect comparison with other periods. Net debt, MSEK Non-current lease liability, other non-current liabilities, bank overdraft, current lease liability, liabilities to credit institutions and cash and cash equivalents. Shows how much cash would remain if all debts were paid off. Net debt/ adjusted EBITDA, x Net debt in relation to adjusted EBITDA. Shows financial risk and is an indication of repayment capacity. Items affecting comparability Significant items affecting comparability, including significant consulting and advisory costs, acquisition, integration and restructuring costs, and significant legal costs. Refers to items that are reported separately as they are of a significant nature and are relevant for understanding the financial performance when comparing the profit/loss for the current period with the previous periods. The Haypp Group is spearheading the global transformation from smoking to healthier product alternatives. With origins in Scandinavia our extensive experience from pioneering markets in smoke free alternatives, as well as being a leader in the e-commerce sector, we now fully take our vision to a global scale. With ten e-commerce brands, the Haypp group is present in 9 countries where we serve more than 375 000 active customers. 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