Etnika HOME closes: why another Ukrainian brand disappeared
8 April 2025 02:28
In April 2025, the Etnika HOME chain of stores will close its doors. This was announced by the founder of the brand Yulia Savostina, who published a farewell post that has already gathered thousands of reactions, "Komersant Ukrainian" reports
“I have decided to close Etnika HOME stores. April is the last month when we are working,” Savostina said.
She noted that Etnika Home was not just a brand or a store.
“Over these two short years, it has become a certain place of strength. Things, each of which personified a home. Ours. Ukrainian. Ceramics, textiles, wood, candles, bedspreads – everything breathed our land, our traditions, and what cannot be made in a hurry. Things that were not objects but works of art. Things that are not just bought, but passed down,” Savostina explained.
Savostina has always believed that objects can preserve history. This idea was realized in Etnika HOME products through collaboration with traditional artisans and modern craftsmen.
“And it was in our home items from traditional artisans and modern craftsmen. It’s about craftsmen, about heritage, about the silence of the potter’s wheel and the warmth of hands putting the last thread in the bedspread. About Ukraine, which you want not only to love, but also to touch,” the brand owner added.
Why is Etnika HOME closing?
Despite the beauty and uniqueness of the concept, the brand was unable to overcome the challenges of war and economic instability. According to Yulia, visitors often admired the assortment, saved photos on Instagram and promised to come back, but postponed purchases for “later.”
“But we failed. With the war. With the economy. With the eternal “my God, it’s so beautiful here, I’ll come back again for sure and buy something someday. Just not today”. Our “beautiful” was voted for with compliments and favorites on Instagram, but not with money. And this is not an accusation. These are facts that make us feel sick,” the founder said.
Recent months have shown how Ukrainian brands are closing one by one, unable to withstand the difficult conditions. Etnika HOME lasted until April, but now it is forced to stop working.
More than 100 craftsmen – without Etsy and marketing strategies
Etnika HOME worked with more than a hundred craftsmen whom Yulia personally searched for all over Ukraine – at bazaars, in villages, in tiny workshops. These were people without OLX profiles, without Instagram pages, but with a huge heart, craft, and story.
“In addition to modern craft brands, we worked with more than 100 craftsmen who sometimes didn’t even have an OLX account. I personally searched for them all over the country, in villages, markets, small local workshops. And I would really like to see them not disappear. So if you still have the opportunity to support someone else, do it today. Because tomorrow it may be too late,” Yulia urged, addressing everyone who appreciates Ukrainian craftsmanship.
The stores are still open until Easter
- Until April 21 – Etnika HOME is open in the Respublika Park shopping center
- Until April 27 – in the Gulliver shopping center
The team brought the most beautiful things for the Easter holidays, so everyone still has a chance to support the brand and keep a piece of this beauty at home.
“We will definitely have some more champagne before closing,” Yulia writes.
She adds that she believes that this is a suspension, not a final farewell.
