Mimi's Rock

OUR INVESTORS

Become an integral part of Mimi's Rock and help supplement the health of people everywhere.

PRESS

See the latest in Mimi's Rock news.

Page 1

TORONTO, May 26, 2021 /CNW/ – Mimi’s Rock Corp. (TSXV:MIMI, OTCQB:MIMNF) (the “Company”), an online dietary supplement and wellness company, today announced its financial results for the first quarter ending March 31, 2021.

“Our first quarter was successful in a number of ways,” commented CEO, David Kohler. “ Our unit volumes increased, driven by aggressive advertising campaigns aimed at capitalizing on new customer acquisition during the new year period. This gives us an even stronger foundation on which to build future growth. This uplift didn’t translate into financial growth this quarter, however, as the combination of increased advertising spending, coupled with unfavourable foreign exchange impact muted the results. We note our strong customer retention metrics, which gives us confidence that the increased volumes will translate into stronger performance in Q2 and the remainder of the year. We are also poised to benefit from a price increase on our highest volume product (Colon Cleanse) which we enacted late in Q1. This increase has shown no negative effect on volumes and this product should continue to increase its revenue contribution.”

First Quarter Highlights

Revenues in Q1 2021 were $9.8 million, compared to $10.4 million in the Q1 2020. Reported revenues were impacted by the lower US dollar in the 2021 period, accounting for a majority of the difference in total revenue from a year ago.

Total sales unit volumes were higher in both the supplements and skincare business in Q1 2021 compared to Q1 2020. Many of the Company’s top products benefitted from the increased exposure with higher product rankings, which in turn lead to more product listing views and ultimately, higher sales. One of
the Company’s top products achieved top spot in Amazon’s highly valued weight loss category several times in the past two months.

Gross margin was $6.7 million, compared to $7.3 million a year ago. Margins remained strong, in the 69% range for both periods.

Sales and marketing expenses increased somewhat dramatically in Q1 2021, to $5.2 million (53.3% of revenue) compared to $4.7 million (45.5% of total revenues) in the first quarter of 2020. Advertising spend in the first quarter of 2021 was consciously increased with a focus on gaining product rankings and
visibility. As a result of strategic advertisement targeting, several of the Company’s key products achieved top rank in their category. The impact of this exposure translates to considerably higher customer traffic and ultimately, sales. Short term promotions on new product launches have enabled the business to maintain momentum, however, going forward, advertising spend is expected to remain closer to historical levels around 45% of revenue.

Q1 2021 EBITDA was $0.1 million compared to $1.1 million in Q12020, mainly due to the impacts on revenue and advertising spend as described above.

Adjusted EBITDA, which adds back non-cash stock-based compensation and foreign exchange losses was $0.2 million for Q1 2021, compared to Adjusted EBITDA of $1.2 million for Q1 2020.

Net loss was $0.2 million ($0.00 per share) for Q1 2021, compared to a net income of $0.3 million ($0.01 per share) for Q1 2020.

2021

2020

2019

(in 000’s)

Q1

Q4

Q3

Q2

Q1

Q4

Q3

Q2

Q1

Revenue

9,758

 9,134

9,774

10,943

10,435

 7,717

 8,755

 8,771

 10,166

EBITDA

149

756

1,243

1,584

1,099

 (1,356)

 627

 460

 1,098

Adjusted EBITDA

212

603

1,166

1,573

1,228

 (1,220)

 903

 1,382

 1,318

Net Income

(233)

523

546

928

282

 (2,460)

 (243)

(1,240)

 392

Conference Call

Management will host a conference call tomorrow to discuss these results and take questions from investors. Details are as follows:

Date: Thursday, May 27, 2021v

Time: 11:00am Eastern Time

Dial-in: 1-800 319 4610 or 1-604 638 5357

Neither the TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in the policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this news release.

Mimi’s Rock Corp. is an online dietary supplement and wellness company which market and sells its products under the Dr. Tobias, All Natural Advice and Maritime Naturals brand names.  The Dr. Tobias brand features over 30 products, including the top-selling Colon 14-Day Cleanse and the #1 selling Omega 3 Fish Oil on Amazon.com.  All Natural Advice and Maritime Naturals products focus on skin and beauty care.  Products sold under the All Natural and Maritime Naturals brand names are made in Canada and registered with Health Canada and under the EU Cosmetics Act.  All Natural Advice has been featured on BNN as a top selling skincare brand in Canada, and has been rated the #1 Beauty Brand on Amazon Canada for the past four years.

Forward-Looking Information

This news release contains forward-looking statements and forward looking information within the meaning of applicable securities laws. Often, but not always, forward-looking statements can be identified by the use of words such as “plans”, “expects”, or “does not expect”, “is expected”, “budget”, “scheduled”, “estimates”, “forecasts”, “intends”, “anticipates” or “does not anticipate”, or “believes”, or describes a “goal”, or variation of such words and phrases or state that certain actions, events or results “may”, “could”, “would”, “might” or “will” be taken, occur or be achieved. Please refer to the 2020 Annual Financial Statements for more details on the Company’s calculation of EBITDA and adjusted EBITDA.

All forward-looking statements reflect the Company’s beliefs and assumptions based on information available at the time the statements were made. Actual results or events may differ from those predicted in these forward-looking statements. All of the Company’s forward-looking statements are qualified by the assumptions that are stated or inherent in such forward-looking statements, including the assumptions listed below. Although the Company believes that these assumptions are reasonable, this list is not exhaustive of factors that may affect any of the forward-looking statements.

Although the Company has attempted to identify important factors that could cause actual actions, events or results to differ materially from those described in forward-looking statements, there may be other factors that cause actions, events or results not to be as anticipated, estimated or intended. There can be no assurance that forward-looking statements will prove to be accurate, as actual results and future events could differ materially from those anticipated in such statements. Accordingly, readers should not place undue reliance on forward-looking statements. All forward-looking information contained in this press release is given as of the date hereof and is based upon the opinions and estimates of management and information available to management as at the date hereof. The Company disclaims any intention or obligation to update or revise any forward-looking statements whether as a result of new information, future events, or otherwise, except in accordance with applicable securities laws.

Please visit www.mimisrock.com or the Company’s profile on www.sedar.com for the Company’s recent filings.

For further information, please contact:

David Kohler, CEO
905-330-5081
Dkohler@mimisrock.com

SOURCE Mimi’s Rock Corp.

Please visit www.mimisrock.com or www.sedar.com for the Company’s recent filings.

TORONTO, April 28, 2021 – Mimi’s Rock Corp. (TSXV:MIMI, OTCQB:MIMNF) (the “Company”), an online dietary supplement and wellness company, today announced its financial results for the fourth quarter and year ending on December 31, 2020.

Highlights

Revenue increased to $9.1 million, up 18.3% from $7.7 million in the prior year quarter.

Gross margin increased to $6.2 million, up 16.9% from $5.3 million in the prior year quarter.  Gross margin remained steady at a healthy 68%.

Sales and marketing expenses declined 11% to $4.4 million (48.1% of revenue) in the fourth quarter of 2020 compared to $4.9 million (63.1% of total revenues) in the fourth quarter of 2019.  Advertising spend in the Q4 2019 had been abnormally high as the Company engaged in a tactical marketing offensive to maintain customer levels in the face of changes in the way Amazon displays products.  Management believes the 4Q20 quarter level of spending represents a reasonable benchmark, going forward.

Q4 2020 EBITDA was $0.8 million compared to negative EBITDA of $1.4 million in Q4 2019.  The significant improvement was due to materially improved revenue as well as lower marketing spend as noted above.

Adjusted EBITDA, which adds back (deducts) non-cash stock-based compensation, investment income, acquisition costs and listing expenses was $0.6 million for Q4 2020, compared to negative Adjusted EBITDA of $1.2 million for Q4 2019.

Net income was $0.5 million $0.01 per share) for Q4 2020, compared to a net loss of $2.5 million (negative $0.05 per share) for Q4 2019

Year ended December 31, 2020

Year ended December 31, 2019

(in 000’s)

Q4

Q3

Q2

Q1

Q4

Q3

Q2

Q1

Revenue

9,134

9,774

10,943

10,435

7,717

8,755

8,771

10,166

EBITDA

756

1,243

1,584

1,099

(1,356)

627

460

1,098

Adjusted EBITDA

603

1,166

1,573

1,228

(1,220)

903

1,382

1,318

Net Income

523

546

928

282

(2,460)

(243)

(1,240)

392

Full-year Highlights

Total revenues increased to $40.3 million, up 14% from $35.4 million in the prior fiscal year.

Gross margin increased to $28.0 million for the year ended 2020, up 13% from $24.8 million in the 2019 year.  Gross margin remained stable at 69% in both years.

Selling and marketing expenses were $18.4 million (46% of revenue) in the 2020 year, as compared to $16.9 million (48% of revenues) in the 2019 year.

Full year EBITDA was $4.7 million in 2020 compared to $0.8 million in the prior fiscal year.  Adjusted EBITDA was $4.6 million for the year ended December 31, 2020, compared to $2.4 million for the year ended December 31, 2019.

Conference Call

Management will host a conference call tomorrow to discuss these results and take questions from investors. Details are as follows:

Date:

Thursday, April 29, 2021

Time:

11:00am Eastern Time

Dial-in:

1-800 319 4610 or

1-604 638 5357

Neither the TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in the policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this news release.

About Mimi’s Rock Corp.:

Mimi’s Rock Corp. is an online dietary supplement and wellness company which market and sells its products under the Dr.Tobias, All Natural Advice and Maritime Naturals brand names.  The Dr. Tobias brand features over 30 products, including the top-selling Colon 14 -Day Cleanse and the #1 selling Omega 3 Fish Oil on Amazon.com.  All Natural Advice and Maritime Naturals products focus on skin and beauty care.  Products sold under the All Natural and Maritime Naturals brand names are made in Canada and registered with Health Canada and under the EU Cosmetics Act.  All Natural Advice has been featured on BNN as a top selling skincare brand in Canada , and has been rated the #1 Beauty Brand on Amazon Canada for the past four years.

Forward-Looking Information

This news release contains forward-looking statements and forward looking information within the meaning of applicable securities laws. Often, but not always, forward-looking statements can be identified by the use of words such as “plans”, “expects”, or “does not expect”, “is expected”, “budget”, “scheduled”, “estimates”, “forecasts”, “intends”, “anticipates” or “does not anticipate”, or “believes”, or describes a “goal”, or variation of such words and phrases or state that certain actions, events or results “may”, “could”, “would”, “might” or “will” be taken, occur or be achieved. Please refer to the 2020 Annual Financial Statements for more details on the Company’s calculation of EBITDA and adjusted EBITDA.

All forward-looking statements reflect the Company’s beliefs and assumptions based on information available at the time the statements were made. Actual results or events may differ from those predicted in these forward-looking statements. All of the Company’s forward-looking statements are qualified by the assumptions that are stated or inherent in such forward-looking statements, including the assumptions listed below. Although the Company believes that these assumptions are reasonable, this list is not exhaustive of factors that may affect any of the forward-looking statements.

Forward-looking statements involve known and unknown risks, future events, conditions, uncertainties and other factors which may cause the actual results, performance or achievements to be materially different from any future results, prediction, projection, forecast, performance or achievements expressed or implied by the forward-looking statements, including risks relating to: the Company’s reliance on strength of reputation and brands, third-party manufacturing, transportation and distribution, the Company’s ability to protect its intellectual property, the Company’s reliance on e-commerce sites, disruption or breaches in information technology systems, the successful integration subsequent to acquisitions, litigation, volatility in the market price, the inability to successfully implement growth strategy on a timely basis, difficulty expanding sales in targeted international markets, changes in general economic conditions, the Company’s ability to service its debt obligations, management of growth, reliance on management, conflicts of interest, local and foreign tax matters, liquidity, currency and other financial risks, potential product liability or other regulatory claims, product recalls, the need to develop and innovate products, changes in legal and regulatory standards, competition, operating risk and insurance coverage, natural disasters, unusual weather and geo-political events, the effect of COVID-19 on operations and other risks relating to the business and industry of the Company that are detailed from time to time in the Company’s filings with the Canadian provincial securities regulators.

Although the Company has attempted to identify important factors that could cause actual actions, events or results to differ materially from those described in forward-looking statements, there may be other factors that cause actions, events or results not to be as anticipated, estimated or intended. There can be no assurance that forward-looking statements will prove to be accurate, as actual results and future events could differ materially from those anticipated in such statements. Accordingly, readers should not place undue reliance on forward-looking statements. All forward-looking information contained in this press release is given as of the date hereof and is based upon the opinions and estimates of management and information available to management as at the date hereof. The Company disclaims any intention or obligation to update or revise any forward-looking statements whether as a result of new information, future events, or otherwise, except in accordance with applicable securities laws.

Please visit www.mimisrock.com or the Company’s profile on www.sedar.com for the Company’s recent filings.

For further information, please contact:

David Kohler, CEO
905-330-5081
Dkohler@mimisrock.com

SOURCE Mimi’s Rock Corp.

Please visit www.mimisrock.com or www.sedar.com for the Company’s recent filings.

TORONTO, November 23, 2020 – Mimi’s Rock Corp. (TSXV:MIMI, OTCQB:MIMNF) (the “Company”), an online dietary supplement and wellness company, today announced its financial results for the three and nine months ended September 30, 2020.

Highlights
  • $9.8 million of revenue and $1.2 million of EBITDA in Q3 2020
  • YTD 2020 revenues $31.2 million; up from $27.7M same period last year


“We are pleased to report strong Q3 2020 results, which saw us grow our revenue by 12% over the same quarter last year, despite the fact that Amazon’s Prime Day event shifted out of the quarter this year, into Q4 2020.  Even without the expected boost from Prime Day, we saw an EBITDA lift of 29% over Q3 2019. We look forward to a strong Q4 2020, which will for the first time include both the Prime Day and Black Friday/Cyber Monday events” said David Kohler, CEO.

Net Income and EBITDA for the Three Months Ended September 30, 2020

For the three months ended September 30, 2020, the Company earned net income of $545,612 ($0.01 earnings per share), compared to a net loss of $243,156 ($0.00 per share) for the three months ended September 30, 2019.  For the three months ended September 30, 2020, EBITDA was $1,242,935, compared to $626,540 for the same period in 2019.  Adjusted EBITDA, which excludes non-cash share-based compensation expense, listing expenses, foreign exchange gain (loss) and investment income, was $1,165,758 for the three months ended September 30, 2020, compared to Adjusted EBITDA of $902,776 for the same three-month period in 2019.

Third quarter 2020 performance was muted somewhat by Amazon’s decision to delay the Prime Day event period to the fourth quarter this year as opposed to its traditional third quarter event timeline.  Results for the comparative third quarter in 2019 include the Prime Day event as it typically occurs in July.  The Company’s skin care businesses, All Natural and Maritime Naturals generally performed well, as we had expected.

Revenues and Gross Profit

Revenues were $9,774,906 for the three months ended September 30, 2020, compared to revenues of $8,755,114 for the three-month period ended September 30, 2019.  Revenues in the comparative 2019 period represent revenues from the DTI business only, as the skin care businesses, All Natural and Maritime Naturals, were acquired in December 2019.  As a significant portion of the Company’s sales are generated through the Amazon marketplace, the Amazon Prime Day sales event, typically held in July, is generally the Company’s best sales week of the year.  As a result of complications surrounding COVID-19, Amazon made the decision to move Prime Day 2020 to October.  As such, revenues for DTI in Q3 2020 were impacted due to lower promotional activity and some customers delaying purchases.  Despite these effects, consolidated revenues increased approximately $1 million above the same period in 2019, due to the addition of the acquired skin care businesses.  While unexpected events related to the pandemic have caused the fluctuation in sales revenues on a period-over-period basis, improvement in both the DTI and skincare businesses are anticipated in Q4 2020 and beyond.

Gross profit for the three months ended September 30, 2020 was $6,874,719 (70.3%) compared to $6,114,962 (69.8%) for the three-month period ended September 30, 2019.  Gross profit improved in the third quarter but the profit margin fell slightly on a year-over-year basis, primarily due to a one-time adjustment to margins on skincare inventory acquired.  Overall profit margins are expected to improve slightly going forward.

Selling and Marketing Expense

The Company incurred selling and marketing expenses of $4,476,833, or approximately 45.8% of revenue, for the three months ended September 30, 2020, compared to $4,014,971, or 45.9% of revenue, for the three months ended September 30, 2019.   The Company continues to strive to optimize advertising spend relative to revenue.  Ongoing events continually influence ad spend strategy and efficient strategies directly impact bottom line performance.  While savings can be enjoyed short term with lower promotional spend, sales momentum is also an important factor in online sales.  The most effective online ad strategies combine an efficient maintenance spend to keep repeat customers while investing strategically to attract new ones and gain greater overall brand awareness.

Selling and marketing expenses for the period consist primarily of fulfillment costs related to delivering products to customers, direct online advertising placements, costs related to marketing the Dr. Tobias, All Natural and Maritime Naturals brands, and other promotional and awareness initiatives.  The Company will continue to actively monitor its selling and marketing expenses, particularly direct advertising expenses, and expects that these expenses will begin to stabilize in relation to sales revenues going forward.

General and Administrative Expense

General and administrative expenses for the three months ended September 30, 2020 were $1,232,128, compared to $1,197,215 for the same period in 2019.  General and administrative expenses consist primarily of salaries and benefits, professional fees, occupancy costs, and insurance.   General and administrative expenses are relatively comparable to the same period in 2019 due to the fact that staff and operational costs are relatively stable.  General and administrative expenses are expected to remain relatively fixed on an absolute basis for the foreseeable future.

Neither the TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in the policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this news release.

About Mimi’s Rock Corp.:

Mimi’s Rock Corp. is an online dietary supplement and wellness company which market and sells its products under the Dr. Tobias, All Natural Advice and Maritime Naturals brand names. The Dr. Tobias brand features over 30 products, including the top-selling Colon 14-Day Cleanse and the #1 selling Omega 3 Fish Oil on Amazon.com. All Natural Advice and Maritime Naturals products focus on skin and beauty care. Products sold under the All Natural and Maritime Naturals brand names are made in Canada and registered with Health Canada and under the EU Cosmetics Act. All Natural Advice has been featured on BNN as a top selling skincare brand in Canada, and has been rated the #1 Beauty Brand on Amazon Canada for the past four years.

Please visit www.mimisrock.com or the Company’s profile on www.sedar.com for the Company’s recent filings.

For further information, please contact:

David Kohler, CEO
905-330-5081
Dkohler@mimisrock.com

Forward-Looking Information

This news release contains forward-looking statements and forward-looking information within the meaning of applicable securities laws. Often, but not always, forward-looking statements can be identified by the use of words such as “plans”, “expects”, or “does not expect”, “is expected”, “budget”, “scheduled”, “estimates”, “forecasts”, “intends”, “anticipates” or “does not anticipate”, or “believes”, or describes a “goal”, or variation of such words and phrases or state that certain actions, events or results “may”, “could”, “would”, “might” or “will” be taken, occur or be achieved. The forward-looking statements in this press release include, but are not limited to, statements regarding the impact of the COVID-19 pandemic on the business and operations of the Company, the Company’s expected revenues, the expected increase in quarterly revenues and Adjusted EBITDA. Please refer to the Company’s 2019 Annual Financial Statements and MD&A for more details on the Company’s calculation of EBITDA and Adjusted EBITDA.

All forward-looking statements reflect the Company’s beliefs and assumptions based on information available at the time the statements were made.  Actual results or events may differ from those predicted in these forward-looking statements.  All of the Company’s forward-looking statements are qualified by the assumptions that are stated or inherent in such forward-looking statements, including the assumptions listed below.  Although the Company believes that these assumptions are reasonable, this list is not exhaustive of factors that may affect any of the forward-looking statements.

Forward-looking statements involve known and unknown risks, future events, conditions, uncertainties and other factors which may cause the actual results, performance or achievements to be materially different from any future results, prediction, projection, forecast, performance or achievements expressed or implied by the forward-looking statements, including risks relating to: the Company’s reliance on strength of reputation and brands, third-party manufacturing, transportation and distribution, the Company’s ability to protect its intellectual property, the Company’s reliance on e-commerce sites, disruption or breaches in information technology systems, the successful integration subsequent to acquisitions, litigation, volatility in the market price, the inability to successfully implement growth strategy on a timely basis, difficulty expanding sales in targeted international markets, changes in general economic conditions, the Company’s ability to service its debt obligations, management of growth, reliance on management, conflicts of interest, local and foreign tax matters, liquidity, currency and other financial risks, potential product liability or other regulatory claims, product recalls, the need to develop and innovate products, changes in legal and regulatory standards, competition, operating risk and insurance coverage, natural disasters, unusual weather and geo-political events, the effect of COVID-19 on operations, and other risks relating to the business and industry of the Company that are detailed from time to time in the Company’s filings with the Canadian provincial securities regulators.

Although the Company has attempted to identify important factors that could cause actual actions, events or results to differ materially from those described in forward-looking statements, there may be other factors that cause actions, events or results not to be as anticipated, estimated or intended.  There can be no assurance that forward-looking statements will prove to be accurate, as actual results and future events could differ materially from those anticipated in such statements.  Accordingly, readers should not place undue reliance on forward-looking statements. All forward-looking information contained in this press release is given as of the date hereof and is based upon the opinions and estimates of management and information available to management as at the date hereof.  The Company disclaims any intention or obligation to update or revise any forward-looking statements whether as a result of new information, future events, or otherwise, except in accordance with applicable securities laws.

SOURCE Mimi’s Rock Corp.

Please visit www.mimisrock.com or www.sedar.com for the Company’s recent filings.

For further information, please contact:

David Kohler, CEO
905-330-5081
Dkohler@mimisrock.com

Mimi's Rock Corp. Logo (CNW Group/Mimi's Rock Corp.)

‘We are thrilled to offer our products on these two well-established wellness platforms. It allows Mimi’s Rock to increase the discoverability of its Dr. Tobias products, to acquire new customers, while offering existing customers an enhanced shopping channel experience,” added David Kohler , CEO of Mimi’s Rock.

The Company also announced several organizational changes. Effective January 1st, 2021 , Telfer Hanson will step away from his roles as Executive Chair of Mimi’s Rock Corp., Managing Director of DTI GmbH, and Managing Director of Mimi’s Rock GmbH (two German subsidiaries), however, he will retain the role of Chairman of the Board of Mimi’s Rock Corp. Effective immediately, Chirag Patel has been named Chief Operating Officer of Mimi’s Rock. Previously, Chirag held the position of V.P. of Operations and Strategy. Andrew Patient , in addition to his role as Chief Financial Officer of Mimi’s Rock, will become the Managing Director of DTI GmbH and Mimi’s Rock GmbH. “These changes are in lock-step with the Company’s growth strategy and create better overall alignment within the organization,” commented David Kohler .

About Mimi’s Rock Corp.

Mimi’s Rock Corp. is an online dietary supplement and wellness company which market and sells its products under the Dr. Tobias, All Natural Advice and Maritime Naturals brand names. The Dr. Tobias brand features over 30 products, including the top-selling Colon 14 -Day Cleanse and the #1 selling Omega 3 Fish Oil on Amazon.com. All Natural Advice and Maritime Naturals products focus on skin and beauty care. Products sold under the All Natural and Maritime Naturals brand names are made in Canada and registered with Health Canada and under the EU Cosmetics Act. All Natural Advice has been featured on BNN as a top selling skincare brand in Canada , and has been rated the #1 Beauty Brand on Amazon Canada for the past four years.

Please visit www.mimisrock.com or the Company’s profile on www.sedar.com for the Company’s recent filings.

Forward-Looking Information

This news release contains forward-looking statements and forward-looking information within the meaning of applicable securities laws. Often, but not always, forward-looking statements can be identified by the use of words such as “plans”, “expects”, or “does not expect”, “is expected”, “budget”, “scheduled”, “estimates”, “forecasts”, “intends”, “anticipates” or “does not anticipate”, or “believes”, or describes a “goal”, or variation of such words and phrases or state that certain actions, events or results “may”, “could”, “would”, “might” or “will” be taken, occur or be achieved. All forward-looking statements reflect the Company’s beliefs and assumptions based on information available at the time the statements were made. Actual results or events may differ from those predicted in these forward-looking statements. All of the Company’s forward-looking statements are qualified by the assumptions that are stated or inherent in such forward-looking statements. There can be no assurance that forward-looking statements will prove to be accurate, as actual results and future events could differ materially from those anticipated in such statements. Accordingly, readers should not place undue reliance on forward-looking statements. All forward-looking information contained in this press release is given as of the date hereof and is based upon the opinions and estimates of management and information available to management as at the date hereof. The Company disclaims any intention or obligation to update or revise any forward-looking statements whether as a result of new information, future events, or otherwise, except in accordance with applicable securities laws.

Neither the TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in the policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this news release.

SOURCE Mimi’s Rock Corp.

Please visit www.mimisrock.com or www.sedar.com for the Company’s recent filings.

For further information, please contact:

David Kohler, CEO
905-330-5081
Dkohler@mimisrock.com

TORONTOSept. 10, 2020 – Mimi’s Rock Corp. (TSXV: MIMI) (the “Company”), an online dietary supplement and wellness company, today announced that all resolutions voted on at the annual and special meeting of shareholders of the Company held on September 8, 2020 were approved by shareholders. Shareholders voted in favour of the re-election of each of the incumbent directors, namely Telfer Hanson (Chair), Bryan Pearson (Lead Independent Director), David GrandinNorman BettsCharmaine Crooks and David Kohler.

In addition, the Company today announced the cancellation of an aggregate of 750,000 options (“Options”) to purchase common shares in the capital of the Company (“Common Shares”) and the issuance of Options to various employees, officers and directors to purchase up to a total of 920,000 Common Shares. The issued Options will expire 5 years from the date of grant and were issued on terms pursuant to TSX Venture Exchange policy and the Company’s stock option plan.

About Mimi’s Rock Corp.

Mimi’s Rock Corp. is an online dietary supplement and wellness company which market and sells its products under the Dr. Tobias, All Natural Advice and Maritime Naturals brand names. The Dr. Tobias brand features over 30 products, including the top-selling Colon 14-Day Cleanse and the #1 selling Omega 3 Fish Oil on Amazon.com. All Natural Advice and Maritime Naturals products focus on skin and beauty care. Products sold under the All Natural and Maritime Naturals brand names are made in Canada and registered with Health Canada and under the EU Cosmetics Act. All Natural Advice has been featured on BNN as a top selling skincare brand in Canada, and has been rated the #1 Beauty Brand on Amazon Canada for the past four years.

Forward-Looking Information

This news release contains forward-looking statements and forward-looking information within the meaning of applicable securities laws. Often, but not always, forward-looking statements can be identified by the use of words such as “plans”, “expects”, or “does not expect”, “is expected”, “budget”, “scheduled”, “estimates”, “forecasts”, “intends”, “anticipates” or “does not anticipate”, or “believes”, or describes a “goal”, or variation of such words and phrases or state that certain actions, events or results “may”, “could”, “would”, “might” or “will” be taken, occur or be achieved. All forward-looking statements reflect the Company’s beliefs and assumptions based on information available at the time the statements were made. Actual results or events may differ from those predicted in these forward-looking statements. All of the Company’s forward-looking statements are qualified by the assumptions that are stated or inherent in such forward-looking statements. There can be no assurance that forward-looking statements will prove to be accurate, as actual results and future events could differ materially from those anticipated in such statements. Accordingly, readers should not place undue reliance on forward-looking statements. All forward-looking information contained in this press release is given as of the date hereof and is based upon the opinions and estimates of management and information available to management as at the date hereof. The Company disclaims any intention or obligation to update or revise any forward-looking statements whether as a result of new information, future events, or otherwise, except in accordance with applicable securities laws.

Neither the TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in the policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this news release.

SOURCE Mimi’s Rock Corp.

Please visit www.mimisrock.com or www.sedar.com for the Company’s recent filings.

For further information, please contact:

David Kohler, CEO
905-330-5081
Dkohler@mimisrock.com

TORONTO, September 1, 2020 – Mimi’s Rock Corp. (TSXV:MIMI, OTCQB:MIMNF) (the “Company”), an online dietary supplement and wellness company, today announced the launch of a premium formula of hand sanitizer.

“We are keenly aware of the increasing global demand for hand sanitizer and the proliferation of inferior product in the market. Many products are hard on the skin, smell awful and leave an unpleasant residue. We have worked meticulously with our Canadian manufacturing partner, to create a hand sanitizer that we believe is one of the best on the market. With the successful launch in Canada under our All Natural Advice skin care brand, we intend to also distribute hand sanitizer in the US as soon as possible” said Dave Kohler, CEO. “We have initially launched an 8 oz size and will be coming to market in the near future with additional sizes and scents.”

New Dr Tobias Gummies

The Company also announced an extension to its lineup of vitamins.  The Dr Tobias brand will soon be entering the popular “vitamin gummies” space and will start with a strong line up of four products. All 4 products are expected to launch in the current quarter, in time for the busy Q4 selling season.

The new line will include:

    • Apple Cider Vinegar Gummy
    • Elderberry & Vitamin C Gummy
    • Joint Support Gummy
    • Hair Vitamin Gummy

Other recently completed launches by our Dr Tobias supplements brand:

    • Zinc 50mg
    • Elderberry Immune Support
    • Vitamin C 1000mg
    • Organics Green Complex
    • Magnesium Bisglycinay

We expanded our already strong Dr. Tobias immune defense portfolio to meet demands in the current global climate as it pertains to Covid-19.  The addition of these products are in direct response to the voice of our customers, who are looking for high quality offerings in these areas.

We continue to add distribution channels and products in countries around the world and will provide an update on these initiatives in early October.

Neither the TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in the policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this news release.

About Mimi’s Rock Corp.

Mimi’s Rock Corp. is an online dietary supplement and wellness company which market and sells its products under the Dr. Tobias, All Natural Advice and Maritime Naturals brand names.  The Dr. Tobias brand features over 30 products, including the top-selling Colon 14-Day Cleanse and the #1 selling Omega 3 Fish Oil on Amazon.com.  All Natural Advice and Maritime Naturals products focus on skin and beauty care.  Products sold under the All Natural and Maritime Naturals brand names are made in Canada and registered with Health Canada and under the EU Cosmetics Act.  All Natural Advice has been featured on BNN as a top selling skincare brand in Canada, and has been rated the #1 Beauty Brand on Amazon Canada for the past four years.

Forward-Looking Information

This news release contains forward-looking statements and forward-looking information within the meaning of applicable securities laws. Often, but not always, forward-looking statements can be identified by the use of words such as “plans”, “expects”, or “does not expect”, “is expected”, “budget”, “scheduled”, “estimates”, “forecasts”, “intends”, “anticipates” or “does not anticipate”, or “believes”, or describes a “goal”, or variation of such words and phrases or state that certain actions, events or results “may”, “could”, “would”, “might” or “will” be taken, occur or be achieved. The forward- looking statements in this press release include, but are not limited to, statements regarding the impact of the COVID-19 pandemic on the business and operations of the Company, the Company’s expected revenues, the expected increase in quarterly revenues and Adjusted EBITDA. Please refer to the Company’s 2019 Annual Financial Statements and MD&A for more details on the Company’s calculation of EBITDA and Adjusted EBITDA.

All forward-looking statements reflect the Company’s beliefs and assumptions based on information available at the time the statements were made. Actual results or events may differ from those predicted in these forward-looking statements. All of the Company’s forward-looking statements are qualified by the assumptions that are stated or inherent in such forward-looking statements, including the assumptions listed below. Although the Company believes that these assumptions are reasonable, this list is not exhaustive of factors that may affect any of the forward-looking statements.

Although the Company has attempted to identify important factors that could cause actual actions, events or results to differ materially from those described in forward-looking statements, there may be other factors that cause actions, events or results not to be as anticipated, estimated or intended. There can be no assurance that forward-looking statements will prove to be accurate, as actual results and future events could differ materially from those anticipated in such statements. Accordingly, readers should not place undue reliance on forward-looking statements. All forward-looking information contained in this press release is given as of the date hereof and is based upon the opinions and estimates of management and information available to management as at the date hereof. The Company disclaims any intention or obligation to update or revise any forward-looking statements whether as a result of new information, future events, or otherwise, except in accordance with applicable securities laws.

Please visit www.mimisrock.com or www.sedar.com for the Company’s recent filings.

For further information, please contact:

David Kohler, CEO
905-330-5081
Dkohler@mimisrock.com

TORONTO, August 26, 2020 – Mimi’s Rock Corp. (TSXV:MIMI, OTCQB:MIMNF) (the “Company”), an online dietary supplement and wellness company, today announced its financial results for the three months ended June 30, 2020.

Highlights
  • $10.9 million revenue – Highest to date
  • $1.6 million EBITDA – Highest to date
  • $0.9 million after-tax net income

“The second quarter of 2020 financial results reflect the continued evolution of our business” said David Kohler, CEO. “Our positioning in the marketplace combined with our new product offerings, have resulted in our best results to date—and we are proud of what we have accomplished. We have seen that the COVID-19 virus has further accelerated consumer interest in shopping online. We are excited about the implications and expect growth to continue.”

Results of Operations for the Three Months Ended June 30, 2020

Net income for the second quarter of 2020 was $928,165 compared to a net loss of $1,240,051 in the same period in 2019. EBITDA for the second quarter of 2020 was $1,584,184, compared to EBITDA of $460,008 for the same period in 2019. Adjusted EBITDA (which excludes non-cash share-based compensation expenses, listing fees, foreign exchange gains (losses) and investment income) for the second quarter of 2020 was $1,573,165, ahead of the Adjusted EBITDA of $1,382,117 reported for the same period in 2019.

Revenues

Consolidated revenues for the second quarter of 2020 were $10,943,137, up 25% from revenues of $8,770,904 in the same period in 2019. Revenues were $10,943,137 for the three months ended June 30, 2020 compared to revenues of $8,770,904 for the period ended June 30, 2019. Revenues in the comparative 2019 period represent revenues from the DTI business only as the skin care businesses, All Natural and Maritime Naturals, were acquired in December 2019.

DTI, the core dietary supplements business, saw an improvement in its financial performance in the second quarter of 2020, indicating that it has completed its recovery from a difficult fourth quarter of 2019. Management expects the revenues of this business to experience some fluctuation on a quarter-to-quarter basis, but ultimately continue to grow throughout 2020 with the launch of new complementary products and expansion into additional geographic territories. Also, revenues from the skin care businesses are expected to continue to grow as the products enter the U.S. market.

Selling and Marketing Expense

The Company incurred selling and marketing expenses of $4,788,764, or approximately 43.8% of revenue, for the second quarter of 2020, compared to $3,523,242, or 40.2% of revenue, for the same period in 2019. In the 2019 period, management consciously scaled back online advertising to evaluate returns on investment. In Q2 2020, the level of online advertising was increased as management had become confident that its refined marketing strategy was gaining traction in the marketplace.

General and Administrative Expense

General and administrative expenses for the three months ended June 30, 2020 were $1,272,825, compared to $1,302,960 for the same period in 2019. General and administrative expenses consist primarily of salaries and benefits, professional fees, occupancy costs and insurance. General and administrative expenses are relatively comparable to the same period in 2019 due to the fact that staff and operational costs are relatively stable. General and administrative expenses are expected to remain relatively fixed for foreseeable future periods.

Interest Expense and Financing Costs

Interest and financing costs of $180,991 were incurred during the three months ended June 30, 2020, compared to $533,475 for the three months ended June 30, 2019. Interest and financing expenses have decreased significantly in 2020 periods compared to 2019 primarily due to renegotiations of the senior debt facility as well as lower interest rates and non-cash charges related to amortization of finance costs incurred in securing the loan.

Neither the TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in the policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this news release.

About Mimi’s Rock Corp.:

Mimi’s Rock Corp. is an online dietary supplement and wellness company operating under the Dr. Tobias brand. The brand features over 30 products including the top selling colon cleansing product and the #1 selling Omega 3 Fish Oil on Amazon.com. Mimi’s Rock currently serves customers in the United States and has rapid growth plans to expand into other markets. For more information, visit https://mimisrock.com.

Forward-Looking Information

This news release contains forward-looking statements and forward-looking information within the meaning of applicable securities laws. Often, but not always, forward-looking statements can be identified by the use of words such as “plans”, “expects”, or “does not expect”, “is expected”, “budget”, “scheduled”, “estimates”, “forecasts”, “intends”, “anticipates” or “does not anticipate”, or “believes”, or describes a “goal”, or variation of such words and phrases or state that certain actions, events or results “may”, “could”, “would”, “might” or “will” be taken, occur or be achieved. The forward- looking statements in this press release include, but are not limited to, statements regarding the impact of the COVID-19 pandemic on the business and operations of the Company, the Company’s expected revenues, the expected increase in quarterly revenues and Adjusted EBITDA. Please refer to the Company’s 2019 Annual Financial Statements and MD&A for more details on the Company’s calculation of EBITDA and Adjusted EBITDA.

All forward-looking statements reflect the Company’s beliefs and assumptions based on information available at the time the statements were made. Actual results or events may differ from those predicted in these forward-looking statements. All of the Company’s forward-looking statements are qualified by the assumptions that are stated or inherent in such forward-looking statements, including the assumptions listed below. Although the Company believes that these assumptions are reasonable, this list is not exhaustive of factors that may affect any of the forward-looking statements.

Forward-looking statements involve known and unknown risks, future events, conditions, uncertainties and other factors which may cause the actual results, performance or achievements to be materially different from any future results, prediction, projection, forecast, performance or achievements expressed or implied by the forward-looking statements, including risks relating to: the Company’s reliance on strength of reputation and brands, third-party manufacturing, transportation and distribution, the Company’s ability to protect its intellectual property, the Company’s reliance on e-commerce sites, disruption or breaches in information technology systems, the successful integration subsequent to acquisitions, litigation, volatility in the market price, the inability to successfully implement growth strategy on a timely basis, difficulty expanding sales in targeted international markets, changes in general economic conditions, the Company’s ability to service its debt obligations, management of growth, reliance on management, conflicts of interest, local and foreign tax matters, liquidity, currency and other financial risks, potential product liability or other regulatory claims, product recalls, the need to develop and innovate products, changes in legal and regulatory standards, competition, operating risk and insurance coverage, natural disasters, unusual weather and geo-political events, the effect of COVID-19 on operations and other risks relating to the business and industry of the Company that are detailed from time to time in the Company’s filings with the Canadian provincial securities regulators.

Although the Company has attempted to identify important factors that could cause actual actions, events or results to differ materially from those described in forward-looking statements, there may be other factors that cause actions, events or results not to be as anticipated, estimated or intended. There can be no assurance that forward-looking statements will prove to be accurate, as actual results and future events could differ materially from those anticipated in such statements. Accordingly, readers should not place undue reliance on forward-looking statements. All forward- looking information contained in this press release is given as of the date hereof and is based upon the opinions and estimates of management and information available to management as at the date hereof. The Company disclaims any intention or obligation to update or revise any forward-looking statements whether as a result of new information, future events, or otherwise, except in accordance with applicable securities laws.

Please visit www.mimisrock.com or www.sedar.com for the Company’s recent filings.

For further information, please contact:

David Kohler, CEO
905-330-5081
Dkohler@mimisrock.com

Highlights

  • Q1 2020 Revenues of $10.4M – highest quarterly revenue to date
  • Q1 2020 Adjusted EBITDA of $1.23M


Recent Developments

  • On June 8, 2020, the Company announced several new products recently added to the Dr Tobias portfolio. Based on the demands of customers and in light of the focus on immunity support, the Company launched a number of new products focused on supporting the immune system. These products include Vitamin C, Elderberry Immune with Echinacea, Zinc and Vitamin C, as well as a 50mg Zinc product. The new additions complement the brands’ existing established portfolio of immune supporting products.

“Our first quarter 2020 results reflect the incredible efforts of our team, as we were able to re-establish the trajectory of the Dr Tobias brand’s growth ” said David Kohler, CEO.  “We identified and addressed a number of considerable challenges towards the end of 2019 and I’m pleased with the rapidity and efficiency with which we were able to course correct.  We have also been able to integrate the operations of the newly acquired skin care businesses and I am optimistic that the combination of these businesses with our core brands will allow us to drive even better performance over the balance of the year.”

Results of Operations for the Three Months Ended March 31, 2020

For the three months ended March 31, 2020, the Company earned net income of $281,515, compared to net income of $391,917 for the three months ended March 31, 2019.  EBITDA for the three months ended March 31, 2020 was $1,099,367, compared to $1,097,913 for the same period in 2019.  Adjusted EBITDA, which adds back (deducts) non-cash stock-based compensation, investment income, acquisition costs and listing expenses, was $1,228,070 for the three months ended March 31, 2020, compared to $1,318,520 for the same three month period in 2019.

Revenues and Gross Margin

Revenues were $10,435,311 for the three months ended March 31, 2020, compared to revenues of $10,166,227 for the three month period ended March 31, 2019.  Revenues reported in the current period primarily represent sales from the Company’s DTI GmbH (“DTI”) business as well as sales from All Natural and Maritime Naturals, acquired in December 2019.  Revenues in the comparative 2019 period primarily represent revenues from the DTI business only.  While the Company’s sales do not experience significant seasonality, there is some fluctuation on a quarterly basis due to natural demand fluctuation as well as promotional impacts.  In addition, the DTI business experienced significant changes in the market in mid- to late-2019 which put downward pressure on revenue with heavier advertising spend.  The first quarter of 2020 saw a return to previous sales and revenue levels, with sales increasing on a weekly basis throughout the quarter.  Revenues from the newly acquired skin care businesses, All Natural and Maritime Naturals, was in-line with expectations and historical performance.  The Company expects these revenues to continue to grow throughout 2020 as the businesses are integrated within the existing platform.

Revenues to date have been generated almost entirely through the Company’s online sales channels in the United StatesCanada and Europe.  Revenue growth in future quarters is expected to come from expansion into additional geographic territories as well as the launch of new complementary products.

Gross margin for the three months ended March 31, 2020 was $7,253,442 (69.5%) compared to $7,124,896 (70.1%) for the three month period ended March 31, 2019.  Costs of goods sold for the 2020 period includes an adjustment of $109,636 relating to recognition of fair value adjustments made on acquisition of All Natural and Maritime Naturals. Without consideration to this adjustment, gross margin for the period would have been 68.5%, an improvement over the 2019 period due to better pricing from suppliers as well as overall process efficiencies.

Selling and Marketing Expense

The Company incurred selling and marketing expenses of $4,748,087, or approximately 45.5% of revenue, for the three months ended March 31, 2020, compared to $4,502,744, or 44.3% of revenue, for the three months ended March 31, 2019.   The Company continues to adapt and further its brand strategy.  Online advertising in the period was increased with a focus on brand awareness and customer loyalty. Sales from its own e-commerce site, drtobias.com, as well through additional online retail outlets continued to grow; however, a majority of revenue continues to be generated on the Amazon platform.

Advertising spend in the first quarter of 2020 was lower than in recent periods but higher relative to sales than the first quarter of 2019.   Management spent considerable time and effort to understand challenges which presented in the DTI business in late 2019 and a recalibrated advertising strategy was able to provide support for an increase in sales volumes across most Dr Tobias products.   In addition, the Company was able to maintain sales growth such that current levels are comparable to those a year ago, despite operating challenges presented by COVID-19.   Short term promotions on new product launches will enable the business to continue to drive growth.  The Company continues to better understand its customer base, metrics and drivers in order to optimize advertising spend compared to revenue.

Selling and marketing expenses for the period consist primarily of fulfillment costs related to delivering products to customers, direct online advertising placements, costs related to marketing the Dr Tobias brand and other promotional and awareness initiatives.  The Company will continue to actively monitor its selling and marketing expenses, particularly direct advertising expenses and expects that these will begin to stabilize in relation to sales revenues going forward.

General and Administrative Expense

General and administrative expenses for the three months ended March 31, 2020 were $1,277,285, compared to $1,303,632 for the same period in 2019.  General and administrative expenses consist primarily of salaries and benefits, professional fees, occupancy costs and insurance.   General and administrative expenses are relatively comparable to the same period in 2019.  Staff and operational costs are relatively stable and expected to remain so going forward.

Share based Compensation Expense

Share based compensation expense relates to awards under the Company’s incentive stock option plan and is based on the estimated number of awards that will eventually vest using the Black-Scholes option pricing model.  Share based compensation expense for the three months ended March 31, 2020 was $71,182 compared to $212,372 for the three months ended March 31, 2019.  Share based compensation expense in 2019 was considerably higher due to initial vesting of employee grants.

Foreign Exchange Gains and Losses

Foreign exchange losses of $57,521 were recorded in the three months ended March 31, 2020, compared to $21,535 for the three months ended March 31, 2019, primarily due to the movements in the value of the US dollar relative to the Euro between the time that expenses were incurred and the time that they were settled.

Interest Expense and Financing Costs

Interest and financing costs of $244,738 were incurred during the three months ended March 31, 2020, compared to $467,471 for the three months ended March 31, 2019.  Interest and financing expenses have decreased significantly in the first quarter of 2020 compared to the same period in 2019 primarily due to renegotiations of the senior debt facility as well as lower interest rates and non-cash charges related to amortization of finance costs incurred in securing the loan.

Neither the TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in the policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this news release.

About Mimi’s Rock Corp.:

Mimi’s Rock Corp. is an online dietary supplement and wellness company operating under the Dr. Tobias brand. The brand features over 30 products including the top selling colon cleansing product and the #1 selling Omega 3 Fish Oil on Amazon.com. Mimi’s Rock currently serves customers in the United States and has rapid growth plans to expand into other markets. For more information, visit https://mimisrock.com.

Forward-Looking Information

This news release contains forward-looking statements and forward looking information within the meaning of applicable securities laws. Often, but not always, forward-looking statements can be identified by the use of words such as “plans”, “expects”, or “does not expect”, “is expected”, “budget”, “scheduled”, “estimates”, “forecasts”, “intends”, “anticipates” or “does not anticipate”, or “believes”, or describes a “goal”, or variation of such words and phrases or state that certain actions, events or results “may”, “could”, “would”, “might” or “will” be taken, occur or be achieved. The forward looking statements in this press release include, but are not limited to, statements regarding the impact of the COVID-19 pandemic on the business and operations of the Company, the Company’s expected revenues, the expected increase in quarterly revenues and Adjusted EBITDA. Please refer to the Company’s 2019 Annual Financial Statements and MD&A for more details on the Company’s calculation of EBITDA and Adjusted EBITDA.

All forward-looking statements reflect the Company’s beliefs and assumptions based on information available at the time the statements were made. Actual results or events may differ from those predicted in these forward-looking statements. All of the Company’s forward-looking statements are qualified by the assumptions that are stated or inherent in such forward-looking statements, including the assumptions listed below. Although the Company believes that these assumptions are reasonable, this list is not exhaustive of factors that may affect any of the forward-looking statements.

Forward-looking statements involve known and unknown risks, future events, conditions, uncertainties and other factors which may cause the actual results, performance or achievements to be materially different from any future results, prediction, projection, forecast, performance or achievements expressed or implied by the forward-looking statements, including risks relating to: the Company’s reliance on strength of reputation and brands, third-party manufacturing, transportation and distribution, the Company’s ability to protect its intellectual property, the Company’s reliance on e-commerce sites, disruption or breaches in information technology systems, the successful integration subsequent to acquisitions, litigation, volatility in the market price, the inability to successfully implement growth strategy on a timely basis, difficulty expanding sales in targeted international markets, changes in general economic conditions, the Company’s ability to service its debt obligations, management of growth, reliance on management, conflicts of interest, local and foreign tax matters, liquidity, currency and other financial risks, potential product liability or other regulatory claims, product recalls, the need to develop and innovate products, changes in legal and regulatory standards, competition, operating risk and insurance coverage, natural disasters, unusual weather and geo-political events, the effect of COVID-19 on operations and other risks relating to the business and industry of the Company that are detailed from time to time in the Company’s filings with the Canadian provincial securities regulators.

Although the Company has attempted to identify important factors that could cause actual actions, events or results to differ materially from those described in forward-looking statements, there may be other factors that cause actions, events or results not to be as anticipated, estimated or intended. There can be no assurance that forward-looking statements will prove to be accurate, as actual results and future events could differ materially from those anticipated in such statements. Accordingly, readers should not place undue reliance on forward-looking statements. All forward-looking information contained in this press release is given as of the date hereof and is based upon the opinions and estimates of management and information available to management as at the date hereof. The Company disclaims any intention or obligation to update or revise any forward-looking statements whether as a result of new information, future events, or otherwise, except in accordance with applicable securities laws.

Please visit www.mimisrock.com or www.sedar.com for the Company’s recent filings.

SOURCE Mimi’s Rock Corp.

Cision View original content to download multimedia: http://www.newswire.ca/en/releases/archive/June2020/30/c5134.html

David Kohler, CEO, 905-330-5081, Dkohler@mimisrock.comCopyright CNW Group 2020

Charmaine Crooks is a five time Olympian, entrepreneur and community leader. Based in West Vancouver, Charmaine has over 20 years governance experience as a director on several national and international non-profit and public boards. As president and founder of NGU Consultants Inc (1997), Charmaine has provided strategic advisory and corporate development services to a variety of sectors including health, technology, sports and major events.

Recognized in 2018 as one of Canada’s Most Powerful Top 100 by the Women’s Executive Network (WXN), Charmaine is a respected contributor to the international business community.

“We are thrilled to welcome Charmaine Crooks to our team. Charmaine’s marketing, financial and governance skills will be welcomed at all levels of our organization. Her passion for success and commitment to excellence will be an asset in maintaining the high standards that we set for ourselves as an organization,” said Telfer Hanson, Executive Chairman of the Company.

Neither the TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in the policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this news release.

About Mimi’s Rock Corp.:

Mimi’s Rock Corp. is an online dietary supplement and wellness company which market and sells its products under the Dr. Tobias, All Natural Advice and Maritime Naturals brand names.  The Dr. Tobias brand features over 30 products, including the top-selling Colon 14-Day Cleanse and the #1 selling Omega 3 Fish Oil on Amazon.com.  All Natural Advice and Maritime Naturals products focus on skin and beauty care.  Products sold under the All Natural and Maritime Naturals brand names are made in Canada and registered with Health Canada and under the EU Cosmetics Act.  All Natural Advice has been featured on BNN as a top selling skincare brand in Canada, and has been rated the #1 Beauty Brand on Amazon Canada for the past four years.

Forward-Looking Information

This news release includes “forward-looking information,” as such term is defined in applicable securities laws. Forward-looking information includes, without limitation, Mimi’s Rock Corp.’s business and business results, goals or outlook, risks associated with financial results and stability, development projects such as those referenced herein, sales to foreign jurisdictions, engineering and construction, production (including control over costs, quality, quantity and timeliness of delivery), foreign currency and exchange rates, maintaining adequate working capital and raising further capital on acceptable terms or at all, and other similar statements concerning anticipated future events, conditions or results that are not historical facts. These statements reflect management’s current estimates, beliefs, intentions and expectations; they are not guarantees of future performance. The Company cautions that all forward looking information is inherently uncertain and that actual performance may be affected by a number of material factors, many of which are beyond the Company’s control. Accordingly, actual future events, conditions and results may differ materially from the estimates, beliefs, intentions and expectations expressed or implied in the forward-looking information. All statements are made as of the date of this news release and represent the Company’s judgement as of the date of this new release, and the Company is under no obligation to update or alter any forward-looking information.

Please visit www.mimisrock.com or www.sedar.com for recent Mimi’s Rock Corp. filings.

SOURCE Mimi’s Rock Corp.

Cision View original content to download multimedia: http://www.newswire.ca/en/releases/archive/June2020/17/c2320.html

Telfer Hanson, Executive Chairman, 416-230-3003, thanson@mimisrock.comCopyright CNW Group 2020

NEW IMMUNE SUPPORTING PRODUCT LAUNCHES:

Vitamin C
Elderberry Immune – with Echinacea, Zinc and Vitamin C
Zinc 50mg

These new additions complement our existing established portfolio of immune supporting products:

Omega 3 Fish Oil (#1 on Amazon.com)
Adult Multivitamin
Deep Immune Probiotics & Prebiotics
Immune Daily
Prebiotics
Vitamin D3
Turmeric Curcumin
All-in-One Dog Chews

All the above products are available within the United States with several also available in Canada.

“Based on evolving consumer demand, our team has pivoted rapidly to develop and launch new immune support products. I couldn’t be prouder of our team, who’s professionalism has allowed for our company to benefit from changing consumer trends. Our business is well positioned to work from home and I am very pleased that the team has successfully executed our new launches from our new environment.” said David Kohler, CEO.

Neither the TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in the policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this news release.

About Mimi’s Rock Corp.:

Mimi’s Rock Corp. is an online dietary supplement and wellness company which market and sells its products under the Dr. Tobias, All Natural Advice and Maritime Naturals brand names.  The Dr. Tobias brand features over 30 products, including the top-selling Colon 14-Day Cleanse and the #1 selling Omega 3 Fish Oil on Amazon.com.  All Natural Advice and Maritime Naturals products focus on skin and beauty care.  Products sold under the All Natural and Maritime Naturals brand names are made in Canada and registered with Health Canada and under the EU Cosmetics Act.  All Natural Advice has been featured on BNN as a top selling skincare brand in Canada, and has been rated the #1 Beauty Brand on Amazon Canada for the past four years.

Forward-Looking Information

This news release contains forward-looking statements and forward looking information within the meaning of applicable securities laws.  All forward-looking statements reflect the Company’s beliefs and assumptions based on information available at the time the statements were made. Actual results or events may differ from those predicted in these forward-looking statements. All of the Company’s forward-looking statements are qualified by the assumptions that are stated or inherent in such forward-looking statements, including the assumptions listed below. Although the Company believes that these assumptions are reasonable, this list is not exhaustive of factors that may affect any of the forward-looking statements.

Although the Company has attempted to identify important factors that could cause actual actions, events or results to differ materially from those described in forward-looking statements, there may be other factors that cause actions, events or results not to be as anticipated, estimated or intended. There can be no assurance that forward-looking statements will prove to be accurate, as actual results and future events could differ materially from those anticipated in such statements. Accordingly, readers should not place undue reliance on forward-looking statements. All forward-looking information contained in this press release is given as of the date hereof and is based upon the opinions and estimates of management and information available to management as at the date hereof. The Company disclaims any intention or obligation to update or revise any forward-looking statements whether as a result of new information, future events, or otherwise, except in accordance with applicable securities laws.

Please visit www.mimisrock.com or www.sedar.com for recent Mimi’s Rock Corp. filings.

SOURCE Mimi’s Rock Corp.

Cision View original content to download multimedia: http://www.newswire.ca/en/releases/archive/June2020/08/c1632.html

please contact Mimi’s Rock Corp. at: David Kohler, CEO, 905-330-5081, Dkohler@mimisrock.comCopyright CNW Group 2020

Recent Developments

  • On February 24, 2020, the Company announced that its common shares were approved for trading on the OTCQB Venture Market (the “OTCQB”) under the ticker symbol MIMNF. The Company also received clearance from The Depositary Trust Company for transfer eligibility. The Company expects that the U.S. listing will increase the Company’s exposure and accessibility to the U.S. market, providing additional liquidity for shareholders, and raising the awareness of the Company’s brands to a much larger audience.
  • On April 7, 2020, the Company provided an operational update regarding COVID-19 and its impact on the business. While the proliferation of the coronavirus has forced the world to adapt, the Company has so far been able to navigate the consequential operational challenges. The Company has increased inventory levels on-hand with its e-commerce channel partners to help protect against the possibility of future supply chain disruptions. The Company has been able to maintain growth in its vitamins and supplements business. As well, the newly acquired skin care business has performed as expected, with no material decline in demand. At this time, management does not foresee any major disruptions to the Company’s business.
  • On April 22, 2020, the Company announced it would be relying on the 45-day extension period provided under the blanket relief from the Canadian Securities Administrators for the filing of its annual financial report for the year ended December 31, 2019 and the related management’s discussion & analysis (collectively, the “2019 Annual Financials”).

“The latter half of 2019 was challenging, as Amazon sellers met with significant changes within the platform. Frankly, we hit some “speed bumps” in Q3 and Q4, although I am pleased to announce that our team was responsive and effective in rapidly adapting and instituting a new approach. By Q1 2020, we began seeing the benefit of our operational adjustments. Further, the team’s impressive performance in integrating the All Natural Advice and Maritime Naturals lines, as well as reacting to the increased demands resulting from the COVID-19 pandemic, resulted in a strong Q1 and an improved financial outlook for 2020, of which we are very proud. We continue to launch new products and enter into new geographic jurisdictions each and every quarter, with improved efficiencies and operational performance. Our belief in the building of an online focused health products platform is well aligned with the current and future purchasing practices in the global marketplace. We see these recent events as driving even more consumers away from “bricks-and-mortar” retail and towards e-commerce, and we believe that our positioning and deeper understanding of the e-commerce world will allow us to continue to develop as a leader in in the new economy” said David Kohler, CEO.

Outlook for Q1 2020

The Company is establishing its initial outlook for fiscal 2020 and anticipates reported Q1 2020 results to be in the following range:

  • Expected Q1 2020 revenue of $10.3M – $10.6M
  • Expected Q1 2020 adjusted EBITDA of $1.2M – $1.4M

Results in this range would represent an increase in revenue of 33% to 37% over Q4 2019 and would represent the highest quarterly revenue level to date. While approximately half of this increase is from the newly acquired skin care businesses, the Dr Tobias brand also experienced a strong recovery in the first quarter of 2020. Management has implemented a new advertising strategy, streamlined processes and is focused on new market growth for the balance of 2020.

On May 29, 2020, the Company provided an update on the status of its 2019 Annual Financials and indicated that it would provide guidance on the timing to file its 2020 first quarter interim financial statements and related management’s discussion and analysis for the three months ended March 31, 2020 (collectively the “Q1 2020 Financials”) at the time of filing the 2019 Annual Financials. The Company continues to rely on the exemption under Ontario Instrument 51-502 – Temporary Exemption from Certain Corporate Finance Requirements, which instrument became effective as of March 23, 2020, in postponing the filing of its Q1 2020 Financials and expects to issue the Q1 Financials on or before June 30, 2020. Until such time as the Q1 Financials are filed, management and other insiders of the Company will be subject to an insider trading black-out consistent with the principles in section 9 of National Policy 11-207 Failure-to-File Cease Trade Orders and Revocations in Multiple Jurisdictions. The Company confirms that, except as disclosed by the Company, there have been no material business developments since May 29, 2020.

COVID-19

The Company is generally well positioned as a business to sustain through the disruption as a result of the pandemic as our products sales are all online. As we sell health and wellness products, the demand during the current outbreak has remained strong, particularly for certain immunity products. The initial outbreak and requests to self-isolate caused a brief but significant uptick in sales as consumers stocked-up on essentials. While the initial surge was not long-lasting, sales have continued to remain at levels at or above those seen prior to the outbreak.

Based on current information, we remain confident that we can continue to operate as the economy attempts to resume to normalcy. For precautionary reasons, over the past ten weeks we have taken the opportunity to increase our finished goods inventory on-hand from the normal 25 days to approximately 75 days on average. While this requires an additional investment in working capital, increased inventory in the fulfillment centres reduces the risk of delivery disruption. While the nature of the pandemic is such that it is difficult to predict how long it will last, there is so far no indication that the COVID-19 outbreak will have a negative impact on the Company’s business.

Results of Operations for the Year Ended December 31, 2019

For the year ended December 31, 2019, the Company incurred a net loss of $3,551,010 ($0.10 per share), compared to a net loss of $945,101 ($0.06 per share) for the year ended December 31, 2018. EBITDA for the year ended December 31, 2019 was $828,758, compared to $897,042 for the year ended 2018. adjusted EBITDA, which adds back (deducts) non-cash stock based compensation, investment income, acquisition costs and listing expenses, was $2,382,898 for the year ended December 31, 2019, compared to adjusted EBITDA of $2,736,093 for the year ended December 31, 2018.

Revenues and Gross Margin

Revenues were $35,409,072 for the year ended December 31, 2019 compared to revenues of $17,754,166 for the year ended December 31, 2018. Revenues reported in the current and prior year primarily represent revenues from the DTI business, which was acquired in July 13, 2018. While the Company’s sales do not experience significant seasonality, there is some fluctuation on a quarterly basis due to natural demand fluctuation as well as promotional impacts. Results of operations of the All Natural and Maritime Naturals businesses were included from the date of acquisition, however, had minimal impact due to their acquisition in mid-December 2019. The Company continues to adapt its brand strategy, advertising spend and execution strategies as conditions in the online dietary supplements market dictate. Beginning in Q2 2019, the Company began to see considerable shifts in the marketplace, however, advertising spend was adjusted and sales remained strong through the middle of the third quarter. Despite increasing advertising spend, sales continued to decline through Q4 2019.

Fourth quarter 2019 results reflected the full impact of the decline, as revenues were $7,716,827 for the three months ended December 31, 2019 compared to revenues of $9,231,216 for the three months ended December 31, 2018.

Management has made significant changes to its marketing strategy. While customer loyalty remained strong throughout 2019, new customer acquisition became increasingly difficult. The Dr Tobias brand began to see many new competitors emerge in mid-late 2019. As a result, costs to direct customer traffic began to get more expensive and less effective. Simultaneous with this market activity increase, changes in the way products were displayed on the Company’s primary marketplace had the impact of reducing the importance of rankings and reviews with a preference for paid advertisements. Despite increasing advertising spend and making investments in customer engagement, results did not show sufficient improvement such that management made a decision to terminate its relationship with its advertising partner. These changes seem to have made an impact in the period since year end.

As a result, sales and revenues have recovered in the period since December 31, 2019 to levels similar to those in Q2 2019 and prior. Sales from its own e-commerce site, drtobias.com, as well through additional online retail outlets continued to grow, however, a majority of sales of Dr Tobias products are generated through the Amazon.com sales channel in the United States.

Gross margin for the year ended December 31, 2019 was $24,759,327 (70%) compared to $11,963,253 (67%) for the year ended December 31, 2018. Since the acquisition of DTI, the Company has been able to improve efficiency and obtain better pricing from its supplier. Gross margin ratios have improved over the comparative period as a result.

Selling and Marketing Expense

The Company incurred selling and marketing expenses of $16,908,419, or 47.8% of revenue, for the year ended December 31, 2019, compared to $7,314,329, or approximately 41.2% of revenue, for the year ended December 31, 2018. Sales and marketing expenses for the period consist primarily of fulfillment costs related to delivering products to customers, direct online advertising placements, costs related to marketing the Dr. Tobias brand and other promotional and awareness initiatives. In the fourth quarter of 2019, the Company incurred selling and marketing expenses of $4,867,462, or 63.1% of revenue, compared to $4,013,384, or approximately 41.2% of revenue, for the fourth quarter of 2018. Advertising spend levels were considerably higher than originally anticipated due to strategies implemented to ensure protection of the brand and customer retention. Going forward, the Company expects selling and marketing expenses to return to more normal levels in the mid-40% range compared to revenue.

As the Company acquired the Dr Tobias brand in mid-2018, the first two quarters of 2019 involved understanding the dynamics of the Dr Tobias customer base as well as launching a new brand. Advertising spend in the third quarter of 2019 was increased with a deliberate focus on attracting longer term repeat customers. While the brand continues to generate strong repeat sales, investments are also being made attract new-to-brand customers. Despite consistent investment, returns in the form of revenue growth did not materialize. Organic growth began to decline until very late in 2019 as new strategies began to show results. The Company is confident it has appropriately adapted its advertising strategies in the near term as both efficiency and effectiveness of advertising has improved in the period since December 31, 2019. The Company will continue to actively monitor its selling and marketing expenses, particularly those directly related to advertising and expects that these will vary in relation to sales revenues going forward as advertising spend is optimized relative to competitive conditions.

General and Administrative Expense

General and administrative expenses for the year ended December 31, 2019 were $5,468,010, or 15.4% of revenue, compared to $1,912,831, for the year ended 2018, representing 10.8% of revenue. General and administrative expenses consist primarily of salaries and benefits, professional fees, occupancy costs and insurance. General and administrative expenses in the 2019 period are higher than the same period in 2018 primarily due to due a full year of operations of the Dr Tobias business as well as higher overall staff levels due to considerably more operational activity. General and administrative expenses were higher than considered typical in 2019, primarily due to certain one-time legal costs, as well as some employee relocation expenses.

Share based compensation expense relates to awards under the Company’s incentive stock option plan and is based on the estimated number of awards that will eventually vest using the Black-Scholes option pricing model. Share based compensation expense for the year ended December 31, 2019 was $617,461 compared to $549,744 for the year ended December 31, 2018.

Listing expenses of $786,138 in the year ended December 31, 2019 are related to the acquisition and reverse takeover transaction in connection with the Company’s public listing in May 2019 and are $nil for the same period in the prior year. Listing expenses include legal and professional fees, as well as $385,487 in non-cash charges related to the reverse takeover. Acquisition costs in the year ended December 31, 2019 were $99,788, incurred in connection with the acquisitions of All Natural and Maritime Naturals in December 2019. Acquisition costs of $1,267,590 were incurred in the year ended December 31, 2018 in connection with the acquisition of DTI.

Foreign exchange losses of $64,332 were recorded in the year ended December 31, 2019, compared to $48,379 for the year ended December 31, 2018, primarily due to the movements in the value of the US dollar relative to the Euro between the time that expenses were incurred and the time that they were settled.

Interest and financing costs of $2,735,815 were incurred during the year ended December 31, 2019, compared to $919,142 for the year ended December 31, 2018. Interest and financing expenses in the 2019 period include approximately $1,629,633 (2018: $354,755) in non-cash charges related to amortization of expenses incurred in securing the Company’s senior secured loan. Both the non-cash and total amount of expense was higher in 2019 due to the recognition of all unamortized costs incurred on the Company’s original senior secured debt upon refinancing in December 2019.

Neither the TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in the policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this news release.

About Mimi’s Rock Corp.:

Mimi’s Rock Corp. is an online dietary supplement and wellness company operating under the Dr. Tobias brand. The brand features over 30 products including the top selling colon cleansing product and the #1 selling Omega 3 Fish Oil on Amazon.com. Mimi’s Rock currently serves customers in the United States and has rapid growth plans to expand into other markets. For more information, visit https://mimisrock.com.

Forward-Looking Information

This news release contains forward-looking statements and forward looking information within the meaning of applicable securities laws. Often, but not always, forward-looking statements can be identified by the use of words such as “plans”, “expects”, or “does not expect”, “is expected”, “budget”, “scheduled”, “estimates”, “forecasts”, “intends”, “anticipates” or “does not anticipate”, or “believes”, or describes a “goal”, or variation of such words and phrases or state that certain actions, events or results “may”, “could”, “would”, “might” or “will” be taken, occur or be achieved. The forward looking statements in this press release include, but are not limited to, statements regarding the impact of the COVID-19 pandemic on the business and operations of the Company, the anticipated timeline to file the Q1 2020 Financials, the Company’s expected revenues, the expected increase in quarterly revenues, and the expected adjusted EBITDA. Please refer to the 2019 Annual Financials for more details on the Company’s calculation of EBITDA and adjusted EBITDA.

All forward-looking statements reflect the Company’s beliefs and assumptions based on information available at the time the statements were made. Actual results or events may differ from those predicted in these forward-looking statements. All of the Company’s forward-looking statements are qualified by the assumptions that are stated or inherent in such forward-looking statements, including the assumptions listed below. Although the Company believes that these assumptions are reasonable, this list is not exhaustive of factors that may affect any of the forward-looking statements.

Forward-looking statements involve known and unknown risks, future events, conditions, uncertainties and other factors which may cause the actual results, performance or achievements to be materially different from any future results, prediction, projection, forecast, performance or achievements expressed or implied by the forward-looking statements, including risks relating to: the Company’s reliance on strength of reputation and brands, third-party manufacturing, transportation and distribution, the Company’s ability to protect its intellectual property, the Company’s reliance on e-commerce sites, disruption or breaches in information technology systems, the successful integration subsequent to acquisitions, litigation, volatility in the market price, the inability to successfully implement growth strategy on a timely basis, difficulty expanding sales in targeted international markets, changes in general economic conditions, the Company’s ability to service its debt obligations, management of growth, reliance on management, conflicts of interest, local and foreign tax matters, liquidity, currency and other financial risks, potential product liability or other regulatory claims, product recalls, the need to develop and innovate products, changes in legal and regulatory standards, competition, operating risk and insurance coverage, natural disasters, unusual weather and geo-political events, the effect of COVID-19 on operations and other risks relating to the business and industry of the Company that are detailed from time to time in the Company’s filings with the Canadian provincial securities regulators.

Although the Company has attempted to identify important factors that could cause actual actions, events or results to differ materially from those described in forward-looking statements, there may be other factors that cause actions, events or results not to be as anticipated, estimated or intended. There can be no assurance that forward-looking statements will prove to be accurate, as actual results and future events could differ materially from those anticipated in such statements. Accordingly, readers should not place undue reliance on forward-looking statements. All forward-looking information contained in this press release is given as of the date hereof and is based upon the opinions and estimates of management and information available to management as at the date hereof. The Company disclaims any intention or obligation to update or revise any forward-looking statements whether as a result of new information, future events, or otherwise, except in accordance with applicable securities laws.

Please visit www.mimisrock.com or www.sedar.com for the Company’s recent filings.

SOURCE Mimi’s Rock Corp.

Cision View original content to download multimedia: http://www.newswire.ca/en/releases/archive/June2020/04/c8051.html

David Kohler, CEO, 905-330-5081, Dkohler@mimisrock.comCopyright CNW Group 2020

As announced on April 22, the Company expected its year end filings to be delayed due to issues surrounding COVID-19 and took relief provided by The Canadian Securities Administrators which provided for a blanket 45-day extension for periodic filings, including financial statements and management’s discussion and analysis.

Mimi’s Rock Corp. will file its annual financial report for the year ended December 31, 2019 and the related management’s discussion & analysis (collectively, the “2019 Disclosure Documents”) on June 4, 2020. At that time, the Company will provide guidance for its first quarter and expected timing for its Q1 2020 interim financial report for the three months ended March 31, 2020.

Until such time as the 2019 Disclosure Documents are filed, management and other insiders of the Company will be subject to an insider trading black-out consistent with the principles in section 9 of National Policy 11-207 Failure-to-File Cease Trade Orders and Revocations in Multiple Jurisdictions.

Since the date of release of the Company’s interim financial results for the three and nine months ended September 30, 2019, there have been no material business developments other than those disclosed in prior press releases.

Neither the TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in the policies of the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this news release.

About Mimi’s Rock Corp.:

Mimi’s Rock Corp. is an online dietary supplement and wellness company which market and sells its products under the Dr. Tobias, All Natural Advice and Maritime Naturals brand names.  The Dr. Tobias brand features over 30 products, including the top-selling Colon 14-Day Cleanse and the #1 selling Omega 3 Fish Oil on Amazon.com.  All Natural Advice and Maritime Naturals products focus on skin and beauty care.  Products sold under the All Natural and Maritime Naturals brand names are made in Canada and registered with Health Canada and under the EU Cosmetics Act.  All Natural Advice has been featured on BNN as a top selling skincare brand in Canada, and has been rated the #1 Beauty Brand on Amazon Canada for the past four years.

Forward-Looking Information

This news release includes “forward-looking information,” as such term is defined in applicable securities laws. Forward-looking information includes, without limitation, Mimi’s Rock Corp.’s business and business results, goals or outlook, risks associated with financial results and stability, development projects such as those referenced herein, sales to foreign jurisdictions, engineering and construction, production (including control over costs, quality, quantity and timeliness of delivery), foreign currency and exchange rates, maintaining adequate working capital and raising further capital on acceptable terms or at all, and other similar statements concerning anticipated future events, conditions or results that are not historical facts. These statements reflect management’s current estimates, beliefs, intentions and expectations; they are not guarantees of future performance. The Company cautions that all forward looking information is inherently uncertain and that actual performance may be affected by a number of material factors, many of which are beyond the Company’s control. Accordingly, actual future events, conditions and results may differ materially from the estimates, beliefs, intentions and expectations expressed or implied in the forward-looking information. All statements are made as of the date of this news release and represent the Company’s judgement as of the date of this new release, and the Company is under no obligation to update or alter any forward-looking information.

Please visit www.mimisrock.com or www.sedar.com for recent Mimi’s Rock Corp. filings.

SOURCE Mimi’s Rock Corp.

Cision View original content: http://www.newswire.ca/en/releases/archive/May2020/29/c4261.html

David Kohler, CEO, 905-330-5081, Dkohler@mimisrock.comCopyright CNW Group 2020

PRESENTATION

Corporate Overview

Mimi's Rock is a diverse, global group of health and business professionals dedicated to offering a wide selection of wellness products that we are proud to stand behind. Mimi's Rock was founded to build a significant growth platform in the consumer healthcare space. The acquisition of Dr. Tobias provides Mimi's Rock with an initial, large consumer health product portfolio with over 30 branded products in the vitamin, health supplements, and wellness categories. We are committed to exceed our customers' expectations, while aiding them in improving their overall wellness. We want to make it a way for them to achieve what they believe to be possible.

ICON

Financials & Filings

CORP Q4

MD & A

Interm Financial Statement

2020 Conference Call Transcript

CORP Q3

MD & A

Interim Financial Statement

CORP Q2

MD & A

Interim Financial Statement

CORP Q1

MD & A

Interm Financial Statement

May 27, 2021
Conference Call Transcript

Inc Q1

Financial Statment of RTO Acquirer

Filing Statement

Filing Statement

AGM

Form of Proxy

Management Information Circulation

Notice of Meeting

Annual Source Report: Sedar

RESEARCH REPORT

COVID Tailwind Stock Hiding in Plain Sight - NOV 5, 2020 ( Full Article )

As has become habitual, your author started his morning routine as do millions of others around the world, by taking his nutritional supplements. In my case, it is omega-3, vitamin D and C as well as zinc. According to a report from Fortune Business Insights in February 2020, the global supplement market was US$45.8 billion in 2018 and is expected to grow at an annual CAGR of 6.5% to reach US$74 billion by 2026. We note that this forecast was prior to the impact of the pandemic. As such, we believe this growth rate could be under-stated. While the supplement market has always been large, the pandemic has added a strong tailwind as the general population has increased its awareness of health and wellness and, in particular, the importance of strengthening one’s immune system. (CLICK TITLE FOR FULL ARTICLE)

COVID Tailwind Stock Hiding in Plain Sight ( Full Article )

As has become habitual, your author started his morning routine as do millions of others around the world, by taking his nutritional supplements. In my case, it is omega-3, vitamin D and C as well as zinc. According to a report from Fortune Business Insights in February 2020, the global supplement market was US$45.8 billion in 2018 and is expected to grow at an annual CAGR of 6.5% to reach US$74 billion by 2026. We note that this forecast was prior to the impact of the pandemic. As such, we believe this growth rate could be under-stated. While the supplement market has always been large, the pandemic has added a strong tailwind as the general population has increased its awareness of health and wellness and, in particular, the importance of strengthening one’s immune system. A recent study by the Council for Responsible Nutrition found that not only has dietary supplement usage increased during the pandemic, but more importantly, 98% of those surveyed indic

MARKET:

SYMBOL:

MARKET:

SYMBOL:

COPORATE GOVERNANCE

Board of Directors

DAVID
KOHLER

Chief Executive Officer & DIRECTOR

I may be the luckiest guy I know. Great Family – check. Great Team at work – check. Great friend network – check.

Now, following a long run with a leading pharmaceutical company, I’ve moved into the dietary supplement business. I have the privilege of leading a group of passionate individuals looking to make a difference in the Health and Wellness space. I’m impressed daily by their creativity and energy. And when I’m not having fun at work, you can find me chasing one of my many, disparate interests. I also love to be active. Golf, hiking, cycling, running, the gym or just hanging out outdoors. So give me a call if you want to discuss any of these areas, but WARNING: if you’re a Dallas Cowboys or Montreal Canadiens fan, I may not pick up your call!

TELFER
HANSON

Chairman Of the board

The year was 1967 and 4-year-old me walking through the Toronto Maple Leafs dressing room, with a program in each hand, signed by every player on the Stanley Cup winning team. I knew I had just won the lottery. Born and raised in Moore Park Toronto, I lived in the city for the first 25 years of my life. You can catch me any day of the week watching endless hours of CNN – I am a news junkie (so my wife says). With 30 years in the investment banking world, the majority were spent in the medical device industry. I have a love for travel. During the winter months you will very easily find my wife and I lying on a beach, Kobos in hand, enjoying the sun. Reach out whenever you want to chat about sports, travel, or anything around the world as I consider myself a beacon of knowledge – or as I say – I know a whole lot about a whole little.

DAVID
GRANDIN

BOARD MEMBER

Mr. Grandin has over 20 years of experience starting companies and building teams in the high-tech sector. He combines a strong entrepreneurial skill set with an extensive background in software and integrated system development, digital media solutions and sports-related technology. Mr. Grandin has a Bachelor’s of Science in Electrical Engineering and Computer Science from the University of Wisconsin and an MBA in High Technology from Northeastern University.

NORMAN
BETTS

BOARD MEMBER

Mr. Betts has extensive experience in financing, accounting and audit in the public sector, having served on the board of several public companies. Mr. Betts served as the Minister of Finance in New Brunswick from 1999 to 2001 and as and Minister of Business in New Brunswick from 2001 to 2003. He currently sits on the boards of New Brunswick Power Corp. and Bank of Canada. Mr. Betts has a Bachelor’s of Business Administration degree from the University of New Brunswick and a PhD in Accounting and Finance from Queen’s University.

BRYAN
PEARSON

BOARD MEMBER

Mr. Pearson has three decades of experience within the loyalty and marketing sector. An internationally recognized expert, author, and speaker on customer loyalty and marketing, Mr. Pearson is the current President and CEO of LoyaltyOne, a subsidiary of Alliance Data (NYSE: ADS). A pioneer in loyalty strategies and measured marketing, Pearson and the LoyaltyOne team leverage consumer insights to influence over $160 billion in annual retail sales by working with their clients to create relevant communications and enhanced shopper experiences.

Charmaine
Crooks

Director

Charmaine Crooks is a five time Olympian, entrepreneur and community leader. Based in West Vancouver, Charmaine has over 20 years governance experience as a director on several national and international non-profit and public boards. As president and founder of NGU Consultants Inc (1997), Charmaine has provided strategic advisory and corporate development services to a variety of sectors including health, technology, sports and major events. 

Recognized in 2018 as one of Canada’s Most Powerful Top 100 by the Women’s Executive Network (WXN), Charmaine is a respected contributor to the international business community.