Turkish chain English Home, which sells home goods and decor, is ending its operations in Ukraine and beginning the process of transferring its retail spaces to a local franchise partner. The reasons for this are a decline in the number of customers, falling sales, and high rental costs, according to NV Business.
According to the publication, the chain’s main target audience was women aged 20-40 with children, and with the start of the war, a significant part of this group left the country, which led to a decline in demand. At the same time, the operating company in Ukraine, EHM Ukraine LLC, managed to show revenue of UAH 281.6 million in 2024, which is 4.1% less than in 2023. At the same time, the annual loss reached UAH 43.1 million, which is 47.5% more than in the previous year.
One factor complicating business operations is that the British brand’s stores are located primarily in premium shopping centers, where rental rates remain high and are not offset by the decline in customer traffic. As noted by Yavuz Bekar, Director of International Sales at English Home, “our business operations in Ukraine were not profitable.”
English Home was founded in Turkey in 2008 and is managed by Turgut Aydın Holding. The brand offers collections of British-style home textiles and decor in pastel and muted shades. As of October 2020, there were 33 retail outlets in Ukraine.
