The Polish women's clothing and accessories brand Greenpoint is set to enter the Ukrainian market in 2024, as reported by Forbes, citing representatives of the company Retail & Development Advisor (RDA), which serves as Greenpoint's agent in Ukraine.
Ukraine will be the brand's first international market with physical stores, as noted by the publication. The decision to enter the Ukrainian market was made, in part, because Polish brands and online stores have been showing promising results in Ukraine, according to RDA.
The company will be opening franchise stores. They plan to launch 20 retail outlets within a year, primarily located in shopping centers. Initially, Greenpoint stores will appear in Kyiv and western regions. Additionally, the company is ready to open offline spaces in cities with a population of at least 30,000 people.
In 2022, Greenpoint stores were visited by 9.5 million people, and the total annual sales volume, including international markets, exceeded 2.5 million items.
In addition to Poland, the brand is present in Slovakia, Romania, Lithuania, the Czech Republic, Hungary, Austria, Germany, the Netherlands, Bulgaria, Italy, Spain, and Croatia. However, in these markets, the company's sales are conducted through e-commerce channels and partner marketplaces.
The brand defines its target audience as women aged 30 and above who prefer classic, understated, and versatile clothing styles, as noted by Forbes. In addition to casual wear, they produce a sportswear line and home clothing, updating collections twice a year.
In the Ukrainian market, Greenpoint will compete with domestic brands such as Vovk and Must Have, as well as the German brand Orsay, according to RDA.
