Oleksii Zozulia, CEO of Foxtrot: Trade energy and the routine of the rear as the basis of economic optimism

Trade today closes the rear of hostilities. At the front, thousands of defenders, including hundreds of our "foxtroters", selflessly work to win. But as soon as the front line moves, and the Armed Forces of Ukraine drive orcs from cities and villages, trade returns to the city first. The work of retailers in the rear is primarily a routine, self-organization at the level of an anthill on the principle of "everyone in their place".

The routine of the rear feeds the energy of trade and gives hope that our economy will survive. You will feel this energy when the loss of shops and central warehouses in the places of hostilities is a huge loss, but the team still sits down every night to plan which stores and in which cities will open tomorrow. Thus, out of 170 Foxtrots today, about a hundred work. They work for themselves and those who are destroyed, mothballed or looted.


After all, our products have a social meaning. We do not go to work because of the generation of profits (many goods that were imported before the war, for example, smartphones, today are sold below cost due to the exchange rate). Ми розуміємо необхідність українців в якісній електроніці. Our stores open for half an hour even in "hot" points to give volunteers help, because Ukrainians need powerbanks, push-button phones, heaters, extension cords, small household appliances. Our Google dock with agreed requests from military units, volunteer organizations, hospitals, boarding schools, distribution centers at city and district councils already contains more than one hundred lines, and the amount of assistance is in the millions of hryvnias.

At the same time, I want to thank the brands that share with us the true values and price burden during the charitable transfer of equipment to the defenders of Ukraine – Philips, Tefal, Moulinex, Rowenta, Krups, Gorienie, Bosh, Indesit, BEKO, Altus, Hisense, Kivi, Sony, Indesit, Whirpool, Dehilong, Huawei and many others. These brands have preserved the conditions for the supply of their equipment and keep the purchase prices. Our synergies with vendors so far ensure that the moratorium on price increases from these brands is observed. However, the rising value of the currency does not inspire optimism that all suppliers will comply with this moratorium.

Today, on the World Consumer Protection Day, there is an opportunity to say that together we ensure the right of Ukrainians to buy vital goods, the right to hear the voice of a loved one in a smartphone, to have a video connection with parents, even to pave the way for evacuation, saving loved ones. Together we generate the energy of Ukrainian trade. And it feeds an independent Ukraine.

The victory will be ours!