“It’s not a partnership”: HomeMe’s story about its interaction with TSUM
26 November 2025 18:21
A short post on Threads by Oleksandra Dergousova, founder of the bedding brand HomeMe, unexpectedly sparked a wide-ranging discussion and exposed the weaknesses of communication in premium retail. The post prompted dozens of comments from entrepreneurs. Although the opinions of the participants in the discussion differ, they are interesting because it is perhaps the first time that the experience of cooperation between Ukrainian manufacturers and a large shopping center has been made public. Written by "Komersant Ukrainian".
The version of events from the founder of HomeMe
Oleksandra Dergousova began her post with the words:
“I don’t like to take the trash out of the house, so I usually keep quiet and just draw conclusions. But there are things that cannot be kept silent. Because if you remain silent, evil, ignorance and impudence will continue to grow.
One of my projects, @homeme.ua bedding, has faced a situation that is not unique. Many brands have already expressed the same position and supported us.”
She notes that HomeMe approached TSUM with a proposal for cooperation. The brand immediately emphasized its readiness to fulfill all the department store’s requirements, including changing the retail equipment:
“I offered to change the equipment at my own expense so that the brand would be presented in accordance with our standards (…) This offer was also ignored.”
According to Dergousova, the correspondence went unanswered for several weeks. The rare responses contained only a short phrase: “the option is not suitable”.
After repeatedly applying, HomeMe received a new letter with different conditions:
“A few weeks later, we received a letter about raising their interest rate. That is, they made the conditions worse, the process more complicated, and increased their margin at our expense.”
What surprised the entrepreneur the most was the demand to stop cooperating with other stores:
“This is not a partnership. This is pressure and disrespect.”
Reaction and stories from other brands
The post immediately garnered more than a hundred comments. Representatives of Ukrainian business also shared their own experience of communicating with TSUM.
Entrepreneur Oleksiy Radyan , founder of Zhan Niche Concept, wrote:
“…six years ago we were also politely asked to leave. We specially made equipment for our brands for TSUM. No compensation… TSUM’s customers are constantly asking for our brands, but we are not allowed in, fed with promises all these years… We have chosen a different strategy and are implementing it.”
Another commentator, Olena Taruta (turuta.lena), adds:
“Partnership is a win-win. But for some reason, TSUM’s position is a little different when you are already their partner.”
Users also expressed disappointment:
“That is why there is no point in going there now. The owner has never owned Ukrainian goods,” notes lizafajna.
Positions “for TSUM”
There is also a group of users among the discussion participants who support the department store’s policy.
User sheinside.sa writes: “It’s very strange to want to be represented in the most expensive shopping center in the country and wonder why they don’t accept you.”
And commenter peftiev_andrew adds: “TSUM can choose who they work with. They don’t owe you anything. If they don’t like you, it happens. Just accept it.”
“The contract (with TSUM – ed.) has an exclusivity clause: if you are sold in TSUM, you have no right to be sold in other retail stores. So the issue is not the brand’s desire, but the restrictions ,” explains a user with the nickname turuta.lena:
TSUM’s position
In response to the situation, TSUM provided the "Komersant Ukrainian" editorial office with an official comment:
We value our partners and always treat everyone with respect.
TSUM Kyiv works with Ukrainian brands using different cooperation models, depending on the format and scale. The cooperation with the HomeMe brand took place using a commission model, when the brand pays a percentage of sales, not a rental rate. For a department store, this involves certain risks, so the rules for all commission agreements are the same: a fixed location in the sales hall is not provided, and the layout may change according to the update of categories, seasonality, or demand structure. Fixing a permanent location is possible only in the case of switching to another model – renting retail space. The standard agreement also contains a condition on the exclusivity of sales only in TSUM Kyiv. All these provisions are clearly spelled out in a standard agreement, which we do not customize, because equal rules for all partners are the basis of fair competition and stable cooperation, – noted in TSUM.
“TSUM Kyiv remains open to dialogue,” the company adds and emphasizes that “we are always ready to discuss all working issues in direct communication in order to find solutions that will be fair and comfortable for both parties.”
“We have supported and continue to support Ukrainian brands and adhere to transparent partnership conditions,” – emphasized in TSUM.
“TSUM Kyiv was opened in 1939 and is the main department store in the capital. Today it is one of the key premium retailers in Ukraine in the areas of fashion, beauty, sports, kidswear, home & gifts, food & beverages. The department store has 8 floors and works with more than 200 brands.
The official owner of TSUM is ESTA Holding, a development company that is part of SCM holding, whose ultimate beneficiary is Rinat Akhmetov.
