"Ukrainian women are in the mood to spend on themselves," – Interview with the co-founder of Vovk

In late autumn 2025, the women's clothing brand Vovk closed its first studio in Poland. The store, which had been operating for almost two years in a Warsaw shopping mall, brought the company almost $600,000 in losses. However, Vovk co-founder Tetiana Vovk, though sighing, calls this case a valuable experience for herself. In 2026, with new knowledge, she is going to expand into the EU again. In Ukraine, Vovk has 53 stores-studios.

The entrepreneur analyzes the reasons for what happened in the Polish market, tells how her company learned to respond very quickly to trendy fashion requests, why tenants are leaving Ocean Plaza, and what the premium clothing collection that will soon appear at Vovk will be like.