One-time integration — to the cart: Rozetka gives up on influencer Pichik
11 November 18:04
Rozetka has terminated its cooperation with blogger and former host of the sanctioned NewsOne and Nash channels Angelina Pichik . The decision was made on November 11 after the publication of a post by the head of Liga.net’s video editorial office, Yuriy Smirnov, who called on brands to take into account reputational risks, "Komersant Ukrainian" reports.
The company said that all agreements with the influencer were canceled, the footage will be deleted, and no further integration will take place. The press service emphasized that partners must share the brand’s values, so in such cases, decisions are made immediately.
What was discussed in the post by Yuriy Smirnov
In his post, journalist Yuriy Smirnov noted that many users have seen blogger Angelina Pychyk on TikTok or Instagram – she films people in the center of Kyiv, asking how much money they need for a comfortable life or how they met.
According to Smirnov, Pychyk is doing quite well now: well-known Ukrainian brands are collaborating with her, and one of her latest videos featured former Foreign Minister Dmytro Kuleba.
At the same time, the journalist emphasizes that this “indicates problems with the institution of reputation in Ukraine.” He recalls that Angelina Pichik used to work as a presenter for the pro-Russian TV channels NewsOne and Nash, which belonged to Yevhen Muraiev, a politician suspected of treason who is now hiding in China.
Smirnov emphasizes that Pichik’s co-host at the beginning of her career was Max Nazarov (also known as Nazar Diorditsa), who was also associated with pro-Russian media.
But for some reason, Nazarov was suspicious, and Pychyk was with a camera near the Central Department Store. Although the two of them were the hosts of a broadcast that included the terrorist and leader of the “LPR” Rodion Myroshnyk,” the media personality wrote.
Who is Angelina Pichik?
Angelina Pichik is a former co-host of Nash TV channel and a formal co-owner of the broadcaster. on February 16, she complained to the Verkhovna Rada Committee on Freedom of Speech about what she believed to be the illegal termination of the channel’s broadcasting and threats from so-called “right-wing radicals.” After February 24, references to the channel and its pro-Russian history disappeared from her public platforms: Pichyk’s new YouTube channel is positioned as a platform for “shocking stories of Ukrainians who survived the occupation” and interviews with experts and politicians.
The first video was an interview with Ihor Sereda, a funeral service worker from Kyiv region who participated in the exhumations in Bucha. He described what he saw during the occupation and after the liberation and reacted sharply to the denial of mass killings of civilians, emphasizing that the bodies were still in refrigerated trucks. After the publication, Pychyk was criticized: in particular, Serhiy Sternenko accused her of being involved in shaping the environment that facilitated the Russian invasion; at the same time, some of her former pro-Russian audience perceived her “change of shoes” as a betrayal.
It should be noted that on February 2, 2021, President Volodymyr Zelenskyy signed a decree that put into effect the decision of the National Security and Defense Council of Ukraine to impose five-year sanctions on MP Taras Kozak and the companies that owned 112 Ukraine, NewsOne, and ZIK TV channels. This decision effectively blocked the broadcasting of three pro-Russian TV channels that were associated with Viktor Medvedchuk’s political entourage.
A year later, on February 11, 2022, Zelenskyy approved another decision of the NSDC to impose sanctions against the Nash TV channel, which belonged to former MP Yevhen Muraiev.
Initially, Pychyk produced stories from the liberated cities of Kyiv region, but later she moved to the United States and completely changed the concept and began filming videos about “everyday life in America.” At the same time, she switched from Russian to Ukrainian as the language of content.
Today, Pichyk runs blogs on TikTok and Instagram (over 280 thousand and 100 thousand followers, respectively) on the topics of spending and life in Kyiv, and has a YouTube channel with interviews. Among the guests are Dmytro Kuleba with Svitlana Paveletska, Melovin, Kazhanna, Olena Topolya, and Oleksiy Sukhanov.
Rozetka: what you need to know about the Ukrainian online retailer
Rozetka began its history in 2004 as an online perfume and cosmetics store, and in June 2005 switched to electronics “that can be plugged into an outlet.” Over time, the project grew into a full-fledged marketplace: functionality for third-party sellers was added in 2016, the platform became fully operational in 2019, and in 2020, it began to develop a franchise. As of 2025, the site is among the TOP-11 most visited in Ukraine, and the network of physical outlets has reached more than 400 branches in 122 cities and towns; as of the end of October 2024, there are about 500 offline locations.
In December 2021, co-founder Vladyslav Chechotkin announced preparations for an IPO, and in September 2023, the company entered the Polish market with Rozetka.pl.
The company has been developing its offline business since 2008: the first store with an area of about 120 m² was opened in Kyiv; the second (160 m²) was closed the same year due to a drop in demand. Later on, the company relied on a wide network of smaller points of delivery and the showroom format.
The property is structured through Cyprus-based Temania Enterprises Ltd, with the ultimate beneficiaries being Irina and Vladislav Chechotkin. After buying out 54% of EVO Group from Naspers in the fall of 2018, the combined Rozetka-EVO group was formed. According to Forbes (as of 2023), in the Cyprus register, the Chechotkins owned 39.8% of Temania, Horizon Capital – 18.9%, the founders of EVO – 4.5%, and another 1% was held by an unknown shareholder; Chechotkin publicly stated that the real structure was different, without details. In June 2023, the Vchasno and Zakupki.Prom services were spun off from the group.
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