The document provides an overview of Apple Tree Group, a diversified group operating in tourism, hospitality, import, distribution and retail sectors across Asia. It was founded in 1993 in Vietnam and has since expanded to multiple countries. Today it employs over 2,500 staff and has established market leading positions in its core business sectors through an entrepreneurial approach.

1. entrepreneurs in Asia

2. appletreegroupinformation
Entrepreneurs in Asia
From its founding in 1993, offering the first inbound tours for European tourists to Vietnam
with 3 employees based in Saigon, the Group has expanded to include market leading
positions primarily in service-oriented businesses across much of Asia. Today the Group
entrepr
employs 2,500 staff including 250 expatriates.

3. preneurs
Entrepreneurial model
AppleTree has expanded by applying a simple and focused entrepreneurial philosophy:
• In a developing economy most ideas are good; Execution is the key
• Focus on business models that have already proven successful in developed economies
• Concentrate on businesses in which the Group’s added value can be priced-in
• Only pursue opportunities in which the Group can obtain either long-term exclusivity or
at least enough time in market to establish a lead and/or barriers to entry
• Prefer Joint-Ventures and build long-term relationships with local partners

4. appletreegroupstructure&performance
Group Structure
Apple Tree is a diversified group operating in Vietnam, Laos,
Cambodia, Myanmar, Thailand, Indonesia, China and Japan.
With a resolute entrepreneurial spirit, Apple Tree develops in
the fast growing South-East Asian region with a focus on:
- Tourism & Hospitality
- Import, Distribution & Retail
Jean-Marc Merlin
Eric Merlin

5. Apple Tree Structure
Import & Distribution
Tourism & Hospitality
Exotissimo Group
Kamu Lodge
Emeraude Classic Cruises
Nava Mekong
La Résidence Hôtel & Spa
Inle Lake Convent Hotel
The Press Club
Bagan Lodge Myanmar Hotel
Villa Maly
Import / Wholesale (Annam)
– Food
– Wine
Retail
– Annam Gourmet Market
– The Warehouse
– New Cho
Franchise
– Yves Rocher
Group Performance
Total revenues including minority interests
190
2013

6. appletreegrouptimeline
1993
Exotissimo Travel opens in Vietnam and Paris, France
Joint Venture agreement signed with the Association
1994
of Vietnamese Journalists to develop a land plot in
downtown Hanoi into the Press Club”
1995
Exotissimo Myanmar opens
1997
Hanoi Press Club opens providing Grade A office
space and western restaurants
2000
Exotissimo Cambodia opens
The first annam store in HCM
2001
Exotissimo Barcelona opens
2002
The Warehouse distribution business established
Exotissimo Laos opens
Press Club JV renegotiated into a 100% foreign owned
company controlled by Apple Tree
Planning for Emeraude completed
2003
Joint Venture agreement signed with Huong Giang
Tourism to redevelop an existing hotel
into La Residence
Exotissimo Thailand opens
The First Warehouse retail store opens in Saigon
Emeraude built and maiden cruise in December
2004
Annam Gourmet opens first retail location in Saigon
Kamu Lodge, Laos begins development
The Warehouse opens in Hanoi
2005
La Résidence Hotel opens in Hue
Exotissimo opens San Francisco, USA sales office
Kamu Lodge opens in Laos
Annam Gourmet opens in An Phu, Saigon

7. 2007 first Yves Rocher retail store opens in HCMC
The
The Warehouse opens new retail store in District 5, HCMC
Emeraude Café opens in Halong Bay
Exotissimo Laos is granted the first foreign owned travel license
in the country
Exotissimo opens its head operational headquarters in Bangkok
The Prudential Vietnam Fund becomes a minority shareholder
to finance the growth of the Group
2008
Annam completes the acquisition of plots of land in HCMC and
Danang for the construction of warehousing and logistics units
The Villa Maly boutique hotel opens in Luang Prabang
Annam Gourmet opens two more shops in the West Lake district
of Hanoi and in the Saigon South new city centre
Exotissimo opens a new travel agency in 18 Hai Ba Trung and
in the Saigon South new city centre
Exotissimo opens Berlin and Melbourne sales offices
Yves Rocher store opens in Hanoi
2009
Exotissimo Indonesia opens in Bali
2010
A Joint-Venture contract is signed with the Casino Group to
develop a chain of urban supermarkets in Vietnam: New Cho
The Haagen Dazs distribution contract is signed for Vietnam
with General Mills
The flagship Annam Gourmet stores in HCMC are expanded
2011
Exotissimo Japan opens in Tokyo
The first Warehouse store opens in Cambodia
The first 5 units of the New Cho retail chain are opened in HCMC
The 15th Yves Rocher store opens in Vietnam
The Prudential Vietnam Fund sells its minority stake to the
founding shareholders
2012 Exotissimo opens in Beijing, China
Annam opens in Yangon
La Residence becomes MGallery
2013
Bagan Lodge opens
Exotissimo celebrates its 20 years
Yves Rocher opens its 45th outlet in Yangon
New Warehouse shops in HCMC and in Yangon

8. appletreetourismhospitality
Business sector: Tourism Year founded: 1993 Number of employees: 700
Countries of operation: Vietnam, Laos, Cambodia, Thailand, Myanmar, Indonesia, Japan, China.
Plus sales offices in France, Spain, Germany, US, Australia and Great Britain.
B2B Sales Offices in France, Spain, Germany, Great Britain, USA, Brazil and Australia
Exotissimo Travel
Started in Vietnam in 1993, Exotissimo Travel has achieved international recognition
as a highly successful destination management company, with inbound and
outbound services. Since its creation, it has developed an extensive network
exotiss
throughout South-East Asia and has opened offices in Myanmar, Cambodia, Laos,
Thailand, Indonesia, Japan and China. Exotissimo Travel has dedicated sales offices
in France, Spain, Germany, Australia, USA and Great Britain. Exotissimo Travel offers
inbound travel services, MICE and adventure travel.

9. simo travel
From its pioneering days in newly-opened Vietnam to its current status as a leading
provider of quality destination management services in Asia, Exotissimo has worked
hard to improve its core competencies and deliver genuine value to its partners.
Exotissimo prides itself on being a leader in the experiential travel segment. With
great passion and intricate knowledge of the region, Exotissimo deliver innovative
experiences for today's discerning traveler.

10. appletreetourismhospitality
Business sector: Tourism
Year founded: 2003 Number of employees: 200
Location: Hue - Vietnam
La Residence Hotel Spa M Gallery
La Résidence Hôtel Spa by Accor is an elegant art décor hotel, formerly
the French governor's residence in the 1920's. Nestled on the banks of
the Perfume River, the hotel features Le Parfum, a fine dining restaurant, a
lobby bar, meeting rooms, a tennis court, a luxury spa and a large outdoor
swimming pool at river height giving the illusion of merging into the
Perfume River.
Its incredible location overlooking the Citadel and the Perfume River gives
the hotel its uniqueness embracing total serene tranquility.

11. Business sector: Tourism
Year founded: 1994 Number of employees: 120
Country of operation: Hanoi - Vietnam
The Press Club
The Hanoi Press Club is an impressive six-storey property with interiors
reminiscent of Hanoi in the prospering 1920’s. The bold Indochine modern
design and stunning central location facing to the Hanoi Opera House and the
Metropole Hotel are the draw cards for this unique place.
Within The Press Club, The Restaurant offers a fine dining experience, while
the large elegant ballroom and function rooms can be configured to suit all
banqueting needs.

12. appletreetourismhospitality
Business sector: Tourism
Year founded: 2003 Number of employees: 90
Country of operation: Halong bay - Vietnam
Emeraude Classic Cruises
On the calm waters of Halong Bay, Apple Tree has launched a magnificent ship
named Emeraude, modelled in the tradition of the grand old single-wheeled
paddle steamers of the colonial era. The original Emeraude was one of the
flotillas owned by the Roque family who left Bordeaux in 1858 in search of fame
and fortune. The fleet cruised along Indochina's waterways and Halong Bay
until 1937 One of the great natural wonders of the world and a UNESCO World
.
Heritage Site, Halong Bay is only fully appreciated while meandering among the
islands and inlets.
Designed with 37 luxurious cabins, two of which are suites, the 55-metre
vessel is equipped with world-class standards of comfort and safety to make
this one-night cruise a unique experience.

13. Business sector: Tourism
Business sector: Tourism
Year founded: 2005 Number of employees: 20
Year founded: 2008 Number of employees: 50
Country of operation: Luang Prabang - Laos
Country of operation: Luang Prabang - Laos
Kamu Lodge
Villa Maly
Kamu Lodge is an authentic eco-lodge o n the banks
Located in the heart of the UNESCO Heritage city of Luang Prabang in Laos,
of the Mekong just three hours upstream from
Villa Maly is conveniently situated within walking distance of the main historical
Luang Prabang. This unique eco-friendly concept in
attractions and places of interest. With an original blend of French colonial
Laos offers 20 comfortable tents with electricity and
furnishings mixed with charming Laos architectural detailing creates an ambiance of
private bathrooms.
staying in a luxury private villa.
The experience offers many activities, including rice
The central building was formerly a private residence of nobility, with its original
planting and harvesting, learning the Lao method of
splendour derived from the 1920’s, evocative of the past French influence. There are
fishing and other traditional activities.
five low rise buildings housing 33 rooms and suites, all with views overlooking the
garden and splendid swimming pool.

14. appletreetourismhospitality
Business sector: Tourism
Year founded: 2013 Number of employees: 145
Country of operation: Bagan - Myanmar
Bagan Lodge
Perched on the edge of an archaeological wonderland, 85 room Bagan Lodge is
gateway to some of the world's most magnificent temples and pagodas. The rooms
and suites evoke the romance of a storied expedition, albeit in posh, air-conditioned
comfort. The restaurant and bars are fuel to the fire of local adventure, and our
swimming pool and spa are an oasis any time of day.

15. Business sector: Tourism
Business sector: Tourism
Year founded: 2014 Number of employees: xx
Year founded: 2009 Number of employees: 8
Country of operation: Myanmar
Country of operation: Luang Prabang - Laos
Sanctum Inle Resort
Nava Mekong
The Resort rests on the eastern shore of Inle Lake within the
The first dining cruise on the Mekong in Luang Prabang, the Nava Mekong offers
blue treetop ranges of the Shan Hills. Just a 20 minutes boat
passengers a leisurely lunch cruise or sunset dinner cruise. As you leave the peninsula of
ride from the town of Nyaung Shwe, the Resort is a perfect
Luang Prabang behind you, witness rural life and peaceful sceneries on the banks of the
base from which to explore the wonders of Inle Lake and
river as you cruise upstream.
the surrounding region. The lake's top resort offers guests a
secluded retreat with 80 comfortable rooms built along the
Both cruises feature a delicious menu of traditional Lao fare, served by staff in authentic
shallow waters of the shoreline. The Sanctum Inle Resort
dress. The Lunch cruise travels as far as Pak Ou Caves, where passengers can marvel at
blends harmoniously with its surroundings and offers guests
more that 5000 Buddha statues. Guests of the dinner cruise enjoy the sunset and live
the best in modern comforts, professional service, and a
entertainment provided by local villagers who dance in traditional costume to Lao music.
truly unforgettable visit.

16. appletreeimportdistributionretail
Business sector: Import Distribution
Year founded: 2004 Number of employees: 654
Countries of operation: Vietnam, Cambodia, Laos and Myanmar.
Annam Fine Food
Annam Fine Food is a wholesale exclusive importer and distributor of highend food and wine labels in Indochina. Among other brands, Annam Fine Food
provides Barilla, Tabasco, Pepperidge Farm cookies, Kettle Chips, McCormick,
annam
Saupiquet and Teisseire.
For beverages, Annam is the exclusive distributor of Georges Duboeuf, Baron
Philippe de Rothschild, Chapoutier, Antinori, Joseph Drouhin, Perrier, Teisseire,
Roederer, Tree Top, Duvel, Leffe and Yalumba.

17. Business sector: Retail
Year founded: 2004 Number of employees: 144, 4 shops
Country of operation: Vietnam
Annam Gourmet Market
Annam Fine Food’s main depot center is in Cat Lai, Ho
Stylish and exclusive, these retail stores offer connoisseurs the finest Asian and
Chi Minh City, with 4,000 sqm, handling the storage and
Western delicacies, including cheese, meat, coffee, cereals, organic fruit and
distribution of its 7
,000 skus all over Vietnam and neighboring
vegetables, wines and beers, as well as luxury brand Fauchon®. The in-store deli
countries Laos, Cambodia and Myanmar.
serves tasty baguette rolls, sandwiches and salads in a comfortable lounge area.
There are also two distribution platforms in the Northern
The Company is constantly looking for new business partners around the
and Central area of Vietnam to ensure timely distribution.
world, sourcing high quality products to introduce to the Asian market.
The main distribution center in HCMC and that of Hanoi can
accommodate products with storage requirement from 4C
to room temperature which are sufficient for cheese, ham,
wine, chocolates, and biscuits.

18. appletreeimportdistributionretail
Business sector: Import Distribution
Year founded: 2010 Number of employees: 278, 46 shops
Country of operation: Vietnam, Cambodia, Laos Myanmar
Yves Rocher
Yves Rocher is the world leader in botanical beauty care, with over 30 million clients
and 1,600 beauty centers worldwide, built up over the last 50 years. Located across
five continents, Vietnam is the fifth country representing the brand in Asia. Products
are made from natural and active ingredients, which offer every woman a solution at
an affordable price.
Our professionals receive ongoing training which allows them to provide up-to-date
expert advice on which treatments are best suited to each individual customer.

19. Business sector: Retail
Business sector: Import Distribution
Year founded: 2011 Number of employees: 80
Year founded: 2002 Number of employees: 107, 7 shops
Country of Operation: Vietnam
Country of operation: Vietnam, Cambodia, Myanmar
New Cho
The Warehouse
In 2011 Apple Tree Group and its joint venture partner
The Warehouse is the pre-eminent wine merchant in Vietnam, offering a comprehensive
launched a new urban supermarket brand, New Cho. With
portfolio of the world’s most renowned wine brands.
a focus on fresh products, New Cho offers consumers a
Wines are sourced from both the old and new worlds and represent the very best
modern and convenient shopping experience.
productions from the greatest regions. They are shipped and stored with care to ensure
they are presented in ideal condition for immediate consumption or for further cellaring.
The Group has already opened 7 stores in Ho Chi Minh City
A comprehensive catalog of best sellers and special offers is issued several times a year.
and has aspirations to expand to around 20 stores within
2012/2013.
The Warehouse also offers a first-class range of spirits, wine accessories, glassware,
refrigeration and the latest wine related books and magazines.

20. 18 Hai Ba Trung District 1
Ho Chi Minh City Vietnam
Tel: +84 (8) 823 5800
Fax: +84 (8) 823 5801
www.appletree-asia.com