Cherry Se · XETR:C3RY
Cherry — Analyst & Investor Conference 2025
27 slides from Cherry's conference presentation, Apr 30, 2025
Slide 1: Cherry SE Analyst & Investor Conference 2025
Slide 2: Legal Disclaimer
LEGAL DISCLAIMER This presentation contains forward-looking statements. These statements are based on the current views, expectations and assumptions of the management of Cherry SE and involve known and unknown risks and uncertainties that could cause actual results, performance or events to differ
Slide 3: Agenda
AGENDA > State of Play, Oliver Kaltner (CEO) > 2024 and Q1 2025 Financials, Volker Christ (EVP Finance and IT) > Operations and Restructuring Update, Dr Udo Streller (COO) > Deep Dive Peripherals, Alexander Hecker (SVP Global Peripherals) > Outlook, Oliver Kaltner (CEO) > Q&A Moderator: Nicole Schil
Slide 4: Oliver Kaltner, CEO: State of Play
OLIVER KALTNER, CEO: STATE OF PLAY
Slide 5: Turning Challenges into Action - 2024
CHERRY® ENTER EXCELLENCE STATE OF PLAY TURNING CHALLENGES INTO ACTION - 2024 ADVERSITY AND RESPONSE MEASURES Adverse Trends continued Furiiner Resimerceniing Says Highlights executed Recessionary Trends in Germany Reorganization of Finance Department > 70% Market Share in E-Health new Terminals Sale
Slide 6: Q1 2025 - A Quarter of Contrasts
CHERRY® ENTER EXCELLENCE Q1 2025 - A QUARTER OF CONTRASTS Annual Report Implications of Restructuring Concept on Reportable Elements result in Postponement of Publication e% New shareholder Huamei International Investment Group OVERVIEW & DH&S in line with Budget; SmartLink Provider Approval 5 * x *
Slide 7: Paving the Path Back to Profitable Growth
CHERRY® ENTER EXCELLENCE PAVING THE PATH BACK TO PROFITABLE GROWTH STATE OF PLAY Further Restructuring Discontinuation of Switch Production at Auerbach (ARB) Bank Financing extended Repayments of EUR 1m each in June 2025 and in Feb 2026 Transfer to Partner in China EUR 23m Financing Facility until D
Slide 8: Volker Christ, EVP Finance: 2024 and Q1 2025 Financials
VOLKER CHRIST, EVP FINANCE: 2024 AND Q1 2025 FINANCIALS
Slide 9: * after impairment and other subsequent accounting adjustments; deviates from figures published on 11
* after impairment and other subsequent accounting adjustments; deviates from figures published on 11 February
Slide 10: Rounding errors may occur
• • • • • Rounding errors may occur
Slide 11: Dr. Udo Streller, COO: Operations Update
DR. UDO STRELLER, COO: OPERATIONS UPDATE
Slide 12: Reshaping Auerbach to Our Central Development, Logistics, and Services Hub
CHERRY® OPERATIONS UPDATE 2 ENTER EXCELLENCE RESHAPING AUERBACH TO OUR CENTRAL DEVELOPMENT, LOGISTICS, AND SERVICES HUB Development Centralized & integrated Product & Subcon Management & Supply Chain New Tariff-optimized Setupnnluset Technology Development Management are key P P Switch Technology De
Slide 13: We Have Centralized Global Product / Life Cycle Management and Development
CHERRY® OPERATIONS UPDATE 13 ENTER EXCELLENCE WE HAVE CENTRALIZED GLOBAL PRODUCT / LIFE CYCLE MANAGEMENT AND DEVELOPMENT Twafatronalzocuclsucinceces Centralized & structured Centralized & Integrated Product 9 Product (Life Cycle) Management & Technology Development Peripherals “Idea to Concept” - St
Slide 14: DH&S - Plenty of Opportunities
CHERRY® OPERATIONS UPDATE ENTER EXCELLENCE DH&S - PLENTY OF OPPORTUNITIES Excess of bureaucratized digitalization in Germany Physicians still spend around 44% of their time on documentation —while more and more systems, portals, and applications are being introduced. ¢ Processes are being transferre
Slide 15: Alexander Hecker, SVP Peripherals: Deep Dive Cherry Peripherals
ALEXANDER HECKER, SVP PERIPHERALS: DEEP DIVE CHERRY PERIPHERALS
Slide 16: Source: GfK * Panel Market; Keying Devices no Gaming ** Share of EU3 retail
Source: GfK * Panel Market; Keying Devices no Gaming ** Share of EU3 retail sales *** CHERRY share of EU3 retail sales
Slide 17: Initial Assessment and Key Challenges Identified
CHERRY® DEEP DIVE: PERIPHERALS ENTER EXCELLENCE INITIAL ASSESSMENT AND KEY CHALLENGES IDENTIFIED Quarter End Deals Sustainable Demand Generation Deal Dynamics Step-by-step Approach for each Region Distribution Strategy Clear Focus and Pay-for- Performance to drive Sell-out Gray Market Pricing Progre
Slide 18: Regional Strategy: Focus on EU3+
CHERRY® DEEP DIVE: PERIPHERALS 18 ENTER EXCELLENCE REGIONAL STRATEGY: FOCUS ON EU3+ } ne IBERIA Major Countries with Opportunity, e.g. Retail Adapt EU3+ Activities and reduce Complexity Focused resource and Investment Allocation Sustain existing Business and realize Quick Wins Analyst & Investor Con
Slide 19: Redefining Our Peripherals Strategy with a Demand Focused Approach
CHERRY® ENTER EXCELLENCE REDEFINING OUR CLEAR SPLIT B2B AND CONSUMER DEEP DIVE: PERIPHERALS FROM PUSH TO PULL PERIPHERALS STRATEGY WITH A DEMAND FOCUSED APPROACH MASTER DISTRIBUTION Protected r 7 Logistics decoupled from Peripherals Sell-in follows S qian Distributor Sales Approach FR 1 Office Stock
Slide 20: Oliver Kaltner, CEO: Outlook
OLIVER KALTNER, CEO: OUTLOOK
Slide 21: Mastering a Volatile Environment
CHERRY® OUTLOOK ENTER EXCELLENCE MASTERING A VOLATILE ENVIRONMENT Grd KK Gre EES Ongoing Coalition Germany in 3" Year of Hesitant Negotiations lack Recession Consumer Clarity Analyst & Investor Conference 21 \ ° je) ° US Tariffs 30 April 2025
Slide 22: Mitigating Headwinds in a Volatile Environment
CHERRY® OUTLOOK ENTER EXCELLENCE = MITIGATING HEADWINDS IN A VOLATILE (75x) ENVIRONMENT a Aq » Relocation of Switch 2m Strong Cash and a= SKU Reduction & new Production to China Cost Control B2C Appioaey Positive Effect Sioa expected for Q2 =» Financing Facility ==> DH&S new Professions/ Replacement
Slide 23: Product Innovation Example: XTRFY H3 Wireless Gaming Headset
CHERRY® OUTLOOK ENTER EXCELLENCE PRODUCT INNOVATION EXAMPLE: XTRFY H3 WIRELESS GAMING HEADSET Emil ‘HeatoN’ Christensen, eight-time world champion in Counter-Strike and first inductee in the E-Sports Hall of Fame: “This headset is perfect for FPS games. I've been using it with CS2, and its direction
Slide 24: We Have Set Clear Priorities for 2025
CHERRY® OUTLOOK ENTER EXCELLENCE WE HAVE SET CLEAR PRIORITIES FOR 2025 PERIPHERALS CHERRY Europe CHERRY Americas * Revenue and margin growth * Accelerate revenue and + Master distribution model margin growth * Product allocation policy + Expand peripherals sales + New partner network DH&S Hardware S
Slide 25: 110.5M* 112.5M** +10.8ppt.
+2% +10.8ppt. 110.5M* 112.5M** 4.5%** 2024 2025 -6.3%* 2024 2025 * preliminary data ** mid point of guided range
Slide 26: Q&A
CHERRY® 26 ENTER EXCELLENCE Q&A
Slide 27: IR Contact
IR CONTACT NICOLE SCHILLINGER SVP INVESTOR RELATIONS EMAIL: IR@CHERRY.DE PHONE: +49 9643 2061 848 WEB: HTTPS://IR.CHERRY.DE