Italy’s ORI Industria SpA (Mantova), which invested in acquisition of equipment for hosiery production (the Viv’en petty trademark) of Ukraine’s RUSH retailer (the Eva chain), plans to increase its sales share to 30% (from 20% in 2019) in 2020.
“The Ukrainian market is actively growing and becoming more attractive for us. At the same time, Eva is our only major partner in Ukraine: the network accounts for 95% of all exports to this country. We hope to increase the share of Eva of our production volumes up to 30%,” the owner of the Italian factory, Marco Gerevini, told reporters at a briefing at the company’s factory.
According to Eva, sales of Viv’en petty products in 2019 amounted to more than 3.5 million units, or 6% of its total turnover of private label. The plans for the development of the Viv’en petty trademark for 2020 include sales growth of 45% (in units), an increase in its share of total sales of private labels to 7.5%, the launch of a line of fashion socks and new tights, and other.
The company does not name the share of the Viv’en products on the Ukrainian market, but claim: it is the largest among the tights of private brands.
According to Hanna Horokhovik, brand manager of the Eva network, in 2010-2011, such brands as Golden Lady, Levante, Omsa, and others began to leave the Ukrainian market, which also significantly affected the redistribution of this market.
