The Ukrainian multi-brand retail chain guide opened its first store in the capital on April 11 at the Lavina Mall shopping center and plans to open seven more locations in 2026, according to the Ukrainian Retailers Association.
Guide began its expansion on March 20, 2025, by opening its first store in the Forum Lviv shopping center in Lviv. The next location was in the Nikolsky shopping center in Kharkiv (opened on September 12, 2025). By 2026, the chain had already expanded to two locations: in Khmelnytskyi at the Lybid Plaza shopping center and in Kyiv at the Lavina Mall.
“We have already signed an agreement with Respublika Park, where the fifth guide store will operate, and we plan to open another 6–7 stores by the end of this year,” Oleksandr Silin, Director of Network Development for Marathon, guide, and Jack Wolfskin, shared with RAU.
According to him, guide follows modern trends with a focus on developing the footwear category; a key feature of the company’s product range policy is the inclusion of so-called challenger brands such as Asics, On, Merrell, and Hoka. There are also Ukrainian brands—Syndicate, Keep, and Optimus Gang.
