Yabluka takes over Citrus: Artur Gatunok reveals details of the deal and plans
8 August 16:51
Artur Gatunok, the owner of the Yabluka retail chain, has officially become the new owner of the Citrus tech retailer. The businessman announced this in an interview with Forbes, "Komersant Ukrainian" reports.
The deal was closed in July 2025, but its value is not yet disclosed to Citi.nm due to confidentiality conditions set by the previous owner.
“Citrus is a unique brand, a company with character and great prospects,” said Gatunok.
“The acquisition of Citrus opens a new stage in the development of Ukrainian tech retail, forming a hybrid model at the intersection of premium Apple products and multi-brand assortment. This format is expected to allow the company to expand its market influence even in times of war and economic turbulence.
As part of the deal, Yabluka acquired 55 operating Citrus stores along with a portion of its accounts payable to suppliers. As the entrepreneur emphasizes, this is not a restructuring, but rather an agreement on debt repayment schedules:
“We have already started paying off debts from previous periods. We have agreed on schedules that are acceptable to both the company and the market,” said Gatunok.
He promises to keep the Citrus brand alive. He considers it recognizable and strong. In August, some Yabluka stores will gradually start operating under the Citrus brand.
We are not merging brands, but creating a hybrid. Yabluka focuses on Apple, while Citrus has a wider range of products: Android, laptops, multi-brands. This is our superpower,” the businessman emphasized.
According to Mr. Gatunko, the exact amount of investment in the renovation of each store has not yet been determined and will depend on the technical condition of the premises. Plans for the development of the marketplace are not yet in place, and the company will focus on the offline network.
The market is difficult. In 2022-2023, shopping malls offered discounts to tenants. Now the rent has increased, the space has risen in price even compared to the pre-war period,” commented Gatunok.
“While the war is ongoing, the owner himself is taking on the executive duties of the CEO. The company is actively looking for specialists to fill key roles: HRD, CMO, Head of Digital and E-Commerce. Citrus’ headquarters will remain in Odesa, but an additional hub will be set up in Kyiv.
Market share, competition and new initiatives
According to Asbis, the distributor, Citrus currently has a market share of 4-5%. However, Citrus itself claims that the real figure is already over 10%, excluding Yabluka stores.
One of the main initiatives of the new team was free insurance for all smartphones purchased at Citrus.
We insured all phones at no extra cost to customers. This caused a reaction from competitors: they pressured suppliers to influence us. Insurance for a phone usually costs about 15% of its value,” explained Gatunok.
The entrepreneur also drew attention to the increasing pressure from large market players, who, according to him, are trying to manipulate the topic of “white” and “gray” equipment. He called for healthy competition based on more than just prices.
Some companies are losing ground. But if you can’t compete with price, you have to compete with service, trust, and product value,” summarized the owner of Yabluka.
“Citrus: what you need to know about one of the leaders of the Ukrainian market
“Citrus is one of the most famous Ukrainian electronics and gadget retailers. The company was founded in 2000 in Odesa. It has quickly become a national player in the consumer electronics retail sector. The chain’s main specialization is the sale of smartphones, laptops, electric vehicles, as well as accessories, gadgets, and smart home appliances.
Unlike classical retailers, Citrus positions itself as a stylish and youthful brand that focuses not only on selling technology but also on services, consultations, and user experience. The chain’s stores often have a bright design, open demonstration areas, and a focus on interactivity. The company was also the first in Ukraine to open specialized areas for testing electric scooters, gyroboards, and VR devices.
As of 2025, the chain has more than 50 physical stores across the country. In addition to retail, the chain developed its own online store and offered customers equipment insurance, service, and digital literacy courses.
Yabluka: Ukrainian tech retail chain with a focus on Apple
Yabluka is a domestic chain of electronics stores specializing in the sale of Apple products, accessories, and related digital solutions. Founded by entrepreneur Artur Gatunko, the company has managed to take a prominent place among niche retailers focused on the premium segment over the years.
Yabluka’s main focus is on official Apple products (iPhone, iPad, MacBook, Apple Watch), as well as services, equipment insurance, accessories, and smart gadgets. The chain’s stores are decorated in a modern design and style close to Apple’s branded stores, which emphasizes their expertise in working with the brand’s technology.
Unlike multi-brand chains, Yabluka positions itself as an expert in the Apple world, providing advice, support, and service aimed at experienced users of the company’s technology.
As of 2025, the company is also actively developing after-sales service and technical support services for customers, and is considering expanding its offline presence in key cities of Ukraine.
What we know about the new owner of Citrus, Artur Gatunko
Mr. Gatunko was born on April 3, 1988 in Zaporizhzhia.
in 2009, he received a bachelor’s degree in law from Kyiv Economic University. in 2011, he received a master’s degree in law from Zaporizhzhia University. in 2018, he received a certificate of attorney-at-law. Since 2018, he has been studying at the Kyiv-Mohyla Academy under the MBA program.
in 2008, Mr. Gatunok founded the Yabloki trademark. in 2012, he created the chain of cafes Jobs Cafe, Jobs coffee, Jobs kids, Krysha gastropub, and Forest Burger. in 2013, he opened the Dirty Harry car wash.
In 2015, Artur Gatunko was elected as a deputy of the Zaporizhzhia Regional Council of the VII convocation from the Ukrop party.
in 2016, he launched the TV project Social Inspector. In the same year, he founded the Artur Gatunok Business School, where he conducted 300 hours of lectures and trainings for young people and aspiring entrepreneurs.
in 2017, he founded a club of condominium chairmen. In addition, the businessman became a shareholder in a media holding company that included the print newspaper Subbota Plus and the online publication Subbota.ua. In the same year, Gatunok earned UAH 1.25 million.
In 2018, he founded the Artur Gatunok Charitable Foundation.
The new owner of Citrus is associated with several scandals. For example, in March 2025, the tax authorities inspected the company’s equipment sales networks and found numerous violations: sales without cash registers, lack of documents for the goods, and attempts to artificially divide the business. In addition, the State Tax Service discovered a business fragmentation scheme that allowed the chains to evade VAT. They involved up to 300 related individual entrepreneurs, and their total revenue exceeded UAH 1.72 billion.
And according to the Chesno movement, in 2018 Artur Hatunok missed seven meetings (53%) of the relevant commission in the Zaporizhzhia Regional Council and received the “status” of a truant deputy.
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