AI-mirror and interactive showcases: Roshen opens its first store in the EU
10 November 2025 15:54
The Ukrainian confectionery corporation Roshen has opened its first branded store in Romania , "Komersant Ukrainian" reports, citing the Pryamyi TV channel.
The outlet is located in the central part of Bucharest, near the Palace of Parliament. This is the first official representative office of Roshen not only in Romania but also in the EU, which makes the event a landmark for the brand’s expansion into the EU consumer markets.
Format and customer experience
According to the marketing director of the Romanian branch, Iolena Purinaru, the space is focused on interactive showcases created by Ukrainian artists and designers. The store offers the full range of the brand, as well as a mirror with AI elements that generates photos of visitors in new looks. Such a mix of retail and entertainment should increase attendance and average check.
Interactive showcases and AI mirrors perform not only a marketing function. They generate behavioral data: heat maps of attention, conversion to interaction, traffic distribution between categories. With proper GDPR compliance, such insights allow you to quickly adjust the assortment and promotional calendar, reduce out-of-stock, and increase margins.
The main target audience of the Romanian store is women with children. Accordingly, merchandising, seasonal promotions and visual communications were developed with an emphasis on gift sets, themed collections and Instagram photo zones.
In addition, Romania is a convenient EU entry market for Ukrainian FMCG players: the proximity of logistics, cultural affinity of consumer habits, and growth in retail turnover after 2022. The location near the Palace of Parliament ensures high tourist traffic and brand visibility, which is important at the start to build awareness among a new audience.
Network development plans in Romania
In the medium term, Roshen plans to expand its retail network in the country’s largest cities. Earlier, the corporation announced two stores in AFI Palace and Promenada Mall in Bucharest.
Information about them remains on the company’s website, although these outlets are not currently listed on the malls’ websites. This may indicate a phased approach to launches: first, a flagship in the center with maximum exposure, then a “corner” or boutique presence in leading shopping malls after a unit-economics test.
Business logic: a combination of branded stores and B2B channels
Branded stores play the role of brand ambassadors: they shape the experience, strengthen the premium perception and act as a platform for seasonal and limited lines. As its recognition grows, Roshen can scale its presence through Romanian retail chains in the B2B distribution format, which usually provides better coverage and stable order volumes.
Roshen’s entry into the EU in its own retail is a positive signal for other Ukrainian producers: access to the EU market is possible not only through private label or e-commerce niches, but also through branded formats, if they are supported by local marketing, strict quality, and adaptation of product lines to local tastes. At the same time, it is a test of operational discipline: logistics of chilled/sensitive products, customs procedures, certification, and compliance with European regulations.
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Roshen: Ukrainian confectionery brand with a global reputation
Roshen is one of the largest confectionery corporations in Eastern Europe, founded in 1996. The company is headquartered in Kyiv, and its name comes from the surname of its founder Petro Poroshenko.
The corporation unites factories in Ukraine (in Kyiv, Vinnytsia, Kremenchuk and Boryspil), as well as production facilities in Lithuania and Hungary. The company’s portfolio includes more than 350 products: chocolate, sweets, caramel, biscuits, cakes, wafers, marshmallows and other sweets. Roshen exports its products to more than 30 countries, including the EU, Canada, Israel, Kazakhstan, and Japan.
The brand is known for its high quality standards – the company is certified under the international ISO and HACCP systems. Roshen actively develops innovative production technologies, invests in packaging design and social projects.
The brand’s assortment includes more than 350 types of sweets in the following categories
- chocolate and chocolates (Kyiv Evening, Mont Blanc, Roshen Classic series)
- caramel and lollipops (Barberry, Duchess, Lemon, Cow)
- waffles and biscuits;
- marshmallows and marmalade;
- cakes and rolls, including the legendary Kyiv Cake;
- chewing candies, dragees, bars, biscuits and seasonal products (Easter and New Year collections).
In addition to its commercial activities, the corporation supports a number of social and cultural initiatives, including the reconstruction of Kyiv’s Paton Bridge, the construction of the Roshen fountain in Vinnytsia, and assistance to Ukrainian hospitals and charitable foundations.
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