AFINA Group, a leading Ukrainian operator in logistics and distribution and a manufacturer of household chemicals and cosmetics, has announced the launch of its own brands “Vukhastyk” and SARMIX in the Armenian market. The company’s local partner is Soft Trade, a domestic producer of paper products and distributor of international brands, including those of Sarantis Group.
The first product shipments have already been delivered, and the brands are now appearing on the shelves of the country’s leading retail chains. At the initial stage, distribution covers more than ten key modern trade chains, including Yerevan City, Chisty Dom, Urartu, Zovk, Nairi (1001), 88, Carrefour, Mari, Ermiel, Kasadel, and others. Overall, the products are already available in most outlets within these chains.
“Entering the Armenian market is a logical continuation of our export strategy,” said Ievgen Svitailo, Head of Export at AFINA Group. “We see strong potential in this market and are starting our cooperation with a reliable local partner. Our goal is to actively expand the presence of “Vukhastyk” and SARMIX across all key sales channels in the country.”
Soft Trade has extensive experience in the local market and a well-developed distribution network. The partnership with AFINA Group includes the development of modern trade sales, further expansion of supply geography, and increased brand presence in retail chains across the country.
The “Vukhastyk” brand offers a range of laundry and family care products that combine effectiveness with a gentle approach to fabrics. SARMIX is a modern household chemicals brand focused on efficient and practical solutions for everyday home care.
The launch in Armenia marks another step in AFINA Group’s international expansion. The company’s brands are already present in Moldova, Azerbaijan, and Georgia, with further plans to expand export geography and strengthen the global presence of Ukrainian brands.
