Atelyé Ukraina: Ukrainian Companies on the Swedish Market

As part of the Export to Sweden programme, four Ukrainian companies — Fiskin, Gushka, 91Lab and OLIZ — presented their collections at the national Atelyé Ukraina stand during Stockholm Fashion District. This leading Swedish fashion event brings together clothing, footwear and accessories brands, retailers and other industry professionals from across the country every year.

The stand was officially opened on 11 August in the presence of Svitlana Zalishchuk, Ambassador of Ukraine to Sweden; Anders Ahnlid, Director-General of the National Board of Trade Sweden; and Helena Waker, CEO of Stockholm Fashion District.

Benjamin Dousa, Minister for International Development Cooperation and Foreign Trade, also expressed his support for the Ukrainian participants. He highlighted the friendly relations between Ukraine and Sweden and wished the Ukrainian brands success in further expanding into the Swedish market and finding reliable partners.

During the event, the companies presented their products, visited local showrooms, and had the opportunity to speak directly with retailers, distributors, buyers and other potential partners. The stand also welcomed representatives of Swedish media, including Habit and Skomagazinet, as well as a number of senior officials and members of Sweden’s business and cultural communities, ranging from ministers to designers and stylists.

Exploring the Swedish Market and Engaging with Potential Partners

As part of the business visit, the Ukrainian companies visited the National Board of Trade Sweden, where they learned about current challenges facing the Swedish retail sector and took part in a session focused on developing and refining their pitches. With support from Bergstrand Consultancy, participants also received digital maps of relevant clothing and accessories stores to help identify and pursue potential business contacts.

In addition, representatives of Trade Partners Sweden held a dedicated session for the Ukrainian brands, covering Swedish retail market data and providing practical guidance on communications and PR.

Another important part of the programme was a series of meetings with representatives of Naturkompaniet, Åhléns and Green Little Heart. The Ukrainian companies presented their products, learned more about the expectations of Swedish retailers, and gained a better understanding of how the local retail sector works with new brands.

Practical Preparation and Feedback

In addition to working with potential partners, the participants prepared their products to meet European market requirements. In particular, they explored approaches to developing a Digital Product Passport (DPP), supply chain mapping and sustainability — areas that are becoming increasingly important for textile companies operating in the EU market.

Another important part of the programme was a series of focus groups with Swedish consumers. The companies received targeted feedback on their products and gained a better understanding of how they were perceived by their potential audience. Interestingly, the participants’ Ukrainian origin was not initially disclosed to the focus groups. The products were assessed solely on their merits, without any reference to the brand or country of origin. Once the participants learned that the products were Ukrainian, their reaction was telling: they immediately noted that they associated Ukraine with exceptionally high quality.

Overall, the visit confirmed that Ukrainian brands have a strong offering for the Swedish market. Their products generated genuine interest, while meetings with retailers and consumers demonstrated real potential for further growth. The next step is to turn these connections into concrete partnerships.