AFINA Group has launched cooperation with Ukrposhta to expand sales of its own brands. Products under the Vukhastyk, SARMIX, and HELLMANN brands are already available at 800 branches of Ukraine’s national postal operator. In the near future, the company plans to expand its presence to more than 2,000 branches across different regions of Ukraine.
Through its cooperation with Ukrposhta, everyday essentials are becoming more accessible to residents of communities where retail options are limited or unavailable. The national postal operator’s extensive network makes laundry, cleaning, and home care products available to even more Ukrainian families.
“It is important for us that high-quality Ukrainian products are accessible not only in major cities and large retail chains. Ukrposhta operates branches in thousands of communities, including some of the most remote areas. Through this cooperation, our brands are becoming more accessible to families across the country and can reach places where people particularly need convenient access to essential household products,” said Svitlana Popova, CMO of AFINA Group.
At the initial stage, the assortment includes some of the most in-demand everyday products: powdered laundry detergents, laundry gels, and dishwashing liquids under the Vukhastyk, SARMIX, and HELLMANN brands. Going forward, the company plans to gradually expand both the product range and its presence across the Ukrposhta network.
Three of AFINA Group’s own brands are currently represented at Ukrposhta branches, each offering solutions for different everyday needs. Vukhastyk is a Ukrainian family-oriented brand of laundry and care products for children’s clothing. Its products are developed with particular attention to the needs of families with children, combining effectiveness, affordability, and care for the youngest family members. The brand is well known among Ukrainian consumers and has received the Choice of the Year award for two consecutive years.
SARMIX offers modern solutions for cleaning and maintaining order in the home, while HELLMANN provides affordable household care products for everyday use. Each brand combines effectiveness, convenience, and affordability for Ukrainian families. All three brands are developed within AFINA Group’s own-brand business. The company manages the entire product development journey, from studying consumer needs and developing formulations to packaging design, quality control, logistics, and product availability across sales channels.
Expanding sales through Ukrposhta is part of AFINA Group’s strategy to develop Ukrainian brands, diversify sales channels, and make everyday essentials more widely accessible. Cooperation with the national postal operator helps Made in Ukraine products strengthen their presence in the domestic market.
For consumers, this means greater access to familiar products close to home. For Ukrainian business, it represents another step toward developing domestic manufacturing and strengthening homegrown brands.
AFINA Group will continue expanding its product range, sales geography, and partner network to make high-quality Ukrainian products accessible to consumers across the country.
