A Year of Experiments: New Formats Developed by Retailers in 2024
09.01.2025
In the third year of Russia's full-scale invasion of Ukraine, retailers continued experimenting with new formats to better connect with customers, meet essential needs, and provide improved services.
This year, Epicenter opened its first shopping mall, a children's entertainment center, and convenience stores. The OKWINE chain launched a restobar, Eva introduced a beauty salon, Thrash!Thrash! unveiled a store with a compact classic assortment and an expanded food court, and Varus presented a unique cozy format called Varus Home. RAU reviewed the most interesting formats that retailers developed in 2024.
Epicenter Opened Its First Shopping Mall with Lease Areas
In September, the Epicenter shopping mall opened in Chabany at 8 Odeske Highway, in a building previously occupied by a Nova Linia hypermarket. The two-story mall spans over 96,000 sq. m. Its first phase, launched in the fall, includes all of Epicenter's retail formats: a Food Market, Garden Center with a lake and outdoor artificial waterfall, Intersport store, pharmacy, bank branch, Multiservice, household goods section, Mon Cheri perfumery and cosmetics boutique, Lapki pet shop, Automall, and familiar departments offering a wide range of products for construction, home improvement, and décor. Other features include the children's store E.Pic, Deco Galleries, Furniture Center, Lighting Studio, Tech Center CE TE, All4Rest leisure goods, Ceramic Center, and more.
Papashon Kids Launched a New-Format Children's Entertainment Center in Kyiv
On December 14, 2024, Papashon Kids opened a new children’s entertainment center in Kyiv’s Gulliver shopping mall, covering over 2,500 sq. m. This park significantly differs from others in the network. The concept includes the "4Kids" zone with attractions for toddlers aged 1–5, a trampoline arena, ninja park, tubing zone, play maze with a state-of-the-art conical slide (the only one in Europe), obstacle course, PlayStation zone, and a face-painting area.
All attractions were imported, but most furniture comes from a Kharkiv-based manufacturer. The center is designed with a café at its core, offering parents a clear view of all attractions. The vibrant, modern interior is both visually appealing and comfortable.
Gabar: Affordable Fast Food Without a Kitchen
In June, Volodymyr Matviychuk, co-owner of Halia Baluvana in Ukraine and owner of Multi Cook abroad, launched a unique format called Gabar. This fast-food chain features healthy dishes prepared without a kitchen, affordable prices, and meals served within 5–7 minutes. Locations have already opened in Lutsk, Ternopil, Khmelnytskyi, Cherkasy, Odesa, Vinnytsia, Rivne, and Kyiv, with plans for expansion into the US, Canada, and Europe. The menu is set to include over 200 items, from traditional soups like borshch to pasta, pizza, ice cream, and pastries, all designed for rapid preparation.
Epicenter Launched Epiland Amusement Parks
In the summer of 2024, Epicenter launched its own chain of children’s amusement parks under the brand Epiland. The first park, themed “Pandora Planet,” opened in Kyiv at 20D Poliarna Street. Spanning 3,000 sq. m., the park caters to children under 12 and specializes in hosting exclusive birthday parties. During the summer, it attracted approximately 32,000 visitors, surpassing its pessimistic forecast of 20,000 monthly visitors. Attendance continues to grow by over 15% monthly.
Preparations are underway for a second park, “Magic Forest,” in the Chabany shopping mall, covering over 5,000 sq. m.
Thrash!Thrash! Unveiled the "EatUp" Format
This year, Thrash!Thrash! launched its first "EatUp" format market in Bucha. The 200 sq. m. space offers a streamlined classic assortment alongside an expanded food court. It features essential groceries, pizza, baked goods, ready-to-eat meals, coffee, cocktails, portioned ice cream, fresh juices, and unique desserts. Gourmet offerings include exotic fruits, truffle cheese, and a dedicated shelf of Asian products for spice lovers.
Varus Home: A Cozy New Format
The Varus chain developed a unique concept called Varus Home in 2024. This format combines a supermarket with a cozy, home-like atmosphere. Its goal is to create a warm, inviting shopping experience, with stylish interiors featuring warm lighting, woven bread baskets, and other decorative elements.
Four new stores of this format opened in 2024:
- Bilohorodka, 11/1 Saienko Street
- Odesa: 2 Spreisa Street, Artville Residential Complex, 91 Dacha Kovalevskoho Street, and 46/4 Marselska Street
- Kryvyi Rih, 1 Symon Petliura Street
OKKO Launched the OKKO Drive Format
In 2024, OKKO expanded its ready-made meal delivery service, OKKO Drive, at its fuel stations. Drivers can now order food and beverages from café menus without leaving their cars. The pilot OKKO Drive opened in Lviv on Lychakivska Street in 2021, refining the concept and analyzing customer demand. Currently, OKKO Drive operates in Lviv at 2 Naukova Street and 14 Vyacheslav Chornovil Avenue, as well as in Hai-Hrechynski village at 9 Lvivska Street.
Seven more OKKO Drive locations are planned, with an estimated $1.8 million invested in the updated format.
Apteka 9-1-1 Introduced Mobile Pharmacy Units
Apteka 9-1-1 launched mobile pharmacy units as part of a social initiative to provide essential medications to remote and frontline areas. Two units have been operating in rural and frontline areas of Kharkiv Oblast since early 2024, with the first unit in Kherson Oblast starting in August.
This initiative was made possible through collaboration with the Ministry of Health, Ukraine’s State Service on Medicines and Drug Control, and local military administrations.
Not Only Wine Restobar: A Bold Venture by OKWINE and Wine Hunters
In May, OKWINE partnered with Wine Hunters to open Not Only Wine, a restobar offering refined flavors. The concept reflects the growing public interest in culinary experiences and the desire for unique gastronomic journeys. The venue’s name, “Not Only Wine,” underscores its diverse offerings. A second location is planned for Kyiv in 2025.
Epicenter Express: Convenience Stores Close to Home
In March 2024, Epicenter began experimenting with hybrid formats, launching Epicenter Express stores. These 200–300 sq. m. outlets offer a broad assortment reminiscent of a small DIY store or a large pickup point. Customers can order any items from Epicenter’s full catalog and collect online purchases here.
By December, the chain had grown to 58 locations, compared to just six in April.
WOG Opened Its First City-Format Gas Station
In July, WOG opened a conceptually new city-format gas station in Kyiv at 50A Illienka Street. This urban complex includes integrated fuel dispensers accommodating up to 12 vehicles simultaneously, along with a fast-charging Kostad Unity 60 station for two electric cars.
Eva Beauty with a Beauty Salon at Kyiv's Respublika Park Mall
Eva, the undisputed leader in the drogerie segment in Ukraine, has long expanded beyond household chemicals, cosmetics, and home essentials. Several years ago, the company began boldly experimenting with new formats, focusing on cosmetics rather than household products, as seen in the "Women's Power" concept stores.
At the end of last year, the retailer went even further, opening its first Eva Beauty store in Kyiv at the Respublika Park Mall. Spanning over 600 sq. m., the store features an assortment primarily focused on cosmetics, skincare products, beauty appliances, and more.
In late spring, the retailer opened its first Eva Beauty Salon within the mall, covering 26 sq. m.
The salon features a hairdressing area designed to serve two clients simultaneously and offers services such as women's, men's, and children's haircuts, coloring, styling, and hair care treatments.
Podorozhnyk Pharmacy Chain Launched a Mobile Pharmacy in Rivne Region
During the summer, the Podorozhnyk pharmacy chain launched its first mobile pharmacy in the Rivne region. This is the region’s first pharmacy unit serving 45 remote settlements. The primary goal of the initiative is to improve access to essential medications for rural residents and provide high-quality service.
The pharmacy unit is fully equipped to dispense medications in compliance with Ukraine's current legislation. Residents of remote villages in Rivne Oblast can access essential medications under the state "Affordable Medicines" program. To support this, the pharmacy is equipped with Starlink mobile internet.
Additionally, the pharmacy offers a wide range of products, including dietary supplements (BADS), hygiene products, and other essentials, tailored to meet the needs of the local population.