(Kyiv) – Global Brands Reopen in Ukraine Amid Wartime Challenges
In the face of ongoing conflict, major global brands are reopening in Ukraine, symbolizing resilience and determination to rebuild despite significant obstacles.
Restarting business operations in Ukraine has required international companies to overhaul logistics, adapt strategies, and ensure employee safety. With strong support from the Ukrainian Foreign Ministry and a resilient local workforce, several brands have resumed activities, navigating the complexities of operating during wartime.
Which Brands Have Returned?
McDonald’s was one of the first major brands to reopen in Ukraine. It resumed operations in September 2022, serving as a symbol of normalcy and resistance. Employees and customers were eager to return, even as the company undertook extensive measures to ensure safety amid unprecedented conditions. A comprehensive “practical crisis manual” was developed to address challenges ranging from evacuation protocols to continuity plans, highlighting the unpredictability of the situation.
The Danish furniture retailer JYSK quickly followed, reopening in March 2022. Since then, the company has expanded, adding 20 new stores and renovating several damaged locations. JYSK’s commitment extended beyond operations, as the company supported employees who lost homes and continued to pay wages to those drafted into the military. Marking two decades of operations in Ukraine, JYSK opened its 100th and 101st stores in November 2024.
Inditex, the Spanish retail group behind Zara and other brands like Pull&Bear and Bershka, reopened stores in Kyiv in April 2024. These included outlets in key shopping centers such as Lavina Mall and Respublika Park. Meanwhile, Swedish brands H&M and IKEA have also made steps toward reentry. H&M reopened in November 2023, while IKEA announced plans to resume operations in July 2024.
Challenges in Wartime Operations
Reopening in a warzone presents unique difficulties. Businesses face threats to the safety of employees and customers, disrupted trade routes, higher logistics costs, fuel shortages, and irregular energy supplies. Companies must navigate these obstacles carefully, balancing the desire to operate with the need to ensure security.
Despite these challenges, the presence of international brands in Ukraine sends a powerful message of resilience and confidence in the country’s future. Their return demonstrates that Ukraine remains an active and valuable market for global business.
Economic Resilience and Cultural Revival
Ukraine’s economy has shown surprising resilience. Over 100 countries have brought business to Ukraine since the start of the full-scale war, resulting in the creation of more than 2,600 new companies by mid-2024. The apparel market, in particular, is thriving, with a projected annual growth rate of 7.01%. Alongside global brands, there is a growing demand for traditional Ukrainian garments, such as the vyshyvanka—a symbol of national pride and cultural identity.
The vyshyvanka holds profound significance for Ukrainians, embodying their heritage and resistance against external threats. For many, wearing the garment has become an act of defiance and solidarity. “Russia is trying to steal our identity. And what is our identity? The vyshyvanka,” remarked a Kyiv resident, underscoring the deep connection between cultural preservation and the fight for freedom.
Ukraine’s success in attracting international businesses and revitalizing cultural traditions reflects a nation determined to rebuild and thrive, even under the shadow of conflict.
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