Hanna Hryshyna, EVA Deputy Executive Director for Strategic Marketing and Communications.

30.04.2026

The EVA network comprises more than 1,170 stores. At this scale, any changes—from store formats to communications—rapidly scale across millions of customers, shaping their daily experience with the brand. Anna Hryshyna, EVA’s Deputy Executive Director for Strategic Marketing and Communications, shared how the company approaches network development and builds its own ecosystem.

Network Development: Strategy Over Intuition

Opening new stores is not a matter of available floor space; it is the result of comprehensive analysis. The company evaluates traffic, demographics, and the competitive environment. Since 2022, security factors and the capacity for long-term operational stability have also become key considerations.

While expansion has become more cautious, it has not stopped: even under challenging conditions, the network continues to open new locations—including 73 stores in 2025.

Formats: The Evolution of Brand Role

The update of the traditional EVA format and the introduction of the "Women's Energy" concept reflect a brand evolution—moving from the role of a "friend" to that of a beauty expert. This mirrors the maturity of the brand.

Concurrently, EVA BEAUTY operates as a distinct business line. It focuses on the premium segment, personalized service, and product testing—a format designed to offer customers a deeper experience.

Online and Offline: Synergy, Not Competition

At EVA, online and offline channels operate as a unified system. Roughly 70% of online orders are picked up by customers in-store, which drives additional foot traffic and stimulates impulse purchases. In turn, EVA.UA expands boundaries; the marketplace makes it possible to offer a product assortment that would be physically impossible to stock inside a brick-and-mortar store. The ultimate objective is to create a seamless platform where the customer does not think about the purchasing channel but simply gets the required solution.

Marketing: From Reach to Context

For major campaigns, EVA utilizes a 360-degree approach that integrates offline and online media. Daily operations focus heavily on performance tools: Google, Meta, CPA networks, CRM marketing, paid media, SMM, and influencer marketing.

Cultural collaborations play a distinct role. They allow the company to integrate the brand into a relevant context and environments that the audience already values, rather than simply buying attention through traditional media advertising.

New Store Launches and Geo-Targeted Communications

Geo-targeted communications have become a standard component of new store launches. In locations where EVA is already well-established, they help direct customers to a more convenient shopping point, keeping them within the brand ecosystem. In new cities and neighborhoods, this serves as a rapid introduction tool to EVA, generating initial demand much faster than organic customer acquisition.

The Marketplace as an Ecosystem Component

Developing EVA.UA into a marketplace is more than just an inventory expansion. It is a strategic move toward building a comprehensive ecosystem for the customer. The marketplace allows the platform to quickly onboard new categories without the need to hold all inventory on the balance sheet, while fulfilling a broader spectrum of customer needs.

Private Labels: Uniqueness Instead of a "Cheap Alternative"

EVA's private labels are products tailored precisely to the needs of the audience that cannot be found anywhere else. The company's brand managers and technologists do not simply select ready-made options from contract manufacturing catalogs. Instead, they dive deep into developing formulations, characteristics, and product functionality. Today, the portfolio includes over 70 brands, many of which are sales leaders in their respective categories.

Assortment: Balancing Centralization and Flexibility

Assortment curation relies on a combination of sales analytics, loyalty program data, and direct feedback from stores. This approach balances overarching market trends with localized demand characteristics, ensuring the brand remains relevant to customers at every single location.

Logistics as the Foundation of Stability and Growth

Logistics infrastructure has become a critical factor in business resilience, particularly following the start of the full-scale war. A geographically distributed warehouse system enabled the company to maintain business continuity even during the most difficult periods. Today, EVA continues to invest in its infrastructure and its proprietary delivery network.

Loyalty Program: Data Over Assumptions

The "EVA Mozaika" loyalty program, which connects over 8 million members, is more than just a customer retention tool—it is primarily a source of deep analytics. It allows the company to analyze the business in real time, looking past stated intentions to observe actual consumer behavior: visit frequency, categories driving repeat purchases, and the exact stages where churn occurs. The future focus for the loyalty program centers on deeper personalization.

The Future of Retail: From Product to Experience

The core shift in customer behavior is the transition from buying a product to seeking a solution. It is no longer enough for a customer to just pick an item; they want to know if it fits them specifically and feel confident in their choice.

This reality places new demands on retail: expertise, personalization, and service are becoming paramount across both online and offline channels. The physical store is transforming from a mere point of sale into an experiential space. Purchasing decisions are increasingly driven by emotional impressions and brand trust rather than just price and availability.

To support this approach, the company is developing diagnostic tools (such as hardware skin and hair testing) alongside digital solutions that simplify online decision-making (including AR virtual try-ons for makeup and hair dye, and online consultations with dermatologists).

At the heart of this strategy is a simple philosophy: the customer should leave EVA feeling understood and confident that they made the right choice.