Shopping centers are being reimagined with a focus on the “experience economy,” and Ukrainian brands are expanding their presence, UTG company Director Evgeniya Loktionova told the Interfax-Ukraine news agency.

“The main focus of retail real estate developers right now is stable demand or foot traffic, autonomy, and the ‘experience economy.’ It is precisely based on these priorities that SECs are currently being actively reformatted,” she said.

Ensuring autonomy, 100% uninterrupted power supply, and the availability of equipped shelters have become a basic condition for a facility’s survival across all formats.

Among the trends in consumer demand is a shift from impulse purchases to rational ones. Consequently, the retail space dedicated to emotional “trinkets” is shrinking (in the spring of 2026, the Usupso and O! Some chains exited the market).

“The most financially stable have been compact or neighborhood shopping centers, where the mix is geared toward everyday needs: a large anchor supermarket, a pharmacy, household services, casual clothing, and a functional food court,” notes Loktionova.

A transformation is taking place in the entertainment sector, as traditional movie theaters and old-style children’s play areas are losing ground (for example, the “Linia Kino” movie theater in Kyiv’s “Magellan” shopping center has closed). They are being replaced by immersive, sports, and interactive leisure zones.

“When it comes to the most in-demand segment, most shoppers have now become extremely price-sensitive. The bulk of revenue is generated by affordable brands, family-oriented concepts, and multi-brand formats that offer a clear pricing proposition—for example, Sinsay, HalfPrice, and LC Waikiki,” says Loktionova.

She noted that the mid-range and premium segments have not disappeared, but are currently concentrated exclusively in the top-tier large shopping malls in the capital and major cities (such as Lavina Mall, Ocean Plaza, and Respublika Park). “Shoppers in this segment are willing to pay, but they demand exceptional service, innovation, and a unique in-store experience. Meanwhile, the classic mid-range segment, lacking clear positioning, is losing ground the most,” the expert noted.

In the spring of 2026, some Turkish operators reduced their presence or exited the Ukrainian market. Specifically, Koton completely ceased operations in Ukraine, the FLO Retailing holding company wound down the presence of the FLO and InStreet chains, and also abandoned the licensed development of the Reebok brand. The SuperStep footwear chain (managed by the Turkish Eren Retail Group) is also leaving the market. This is due to falling margins in Ukraine, currency fluctuations, and changes in the global strategies of parent holding companies (a shift toward less risky markets).

“However, the large vacant spaces in SECs are being actively filled by major Ukrainian fashion retailers, as well as large European discount chains. For example, Ukrainian chains EVA Beauty and Marathon have moved into Lavina Mall in place of Koton. Domestic brands with strong marketing—such as Gepur, One by One, Vloria, “Vsi. Svoi,” and CHER’17—are also actively taking over the spaces previously occupied by Turkish brands,” Loktionova cited as an example.

According to her, despite the risks, international companies see high levels of consumption in Ukraine and are gradually entering the market through official distributors or directly. In addition to the Polish giant Pepco (which continues to expand), players in the premium and casual segments have become more active in the Ukrainian market through distributors. For instance, in the spring of 2026, the first monobrand boutique of the British brand Barbour opened in Kyiv. The market is also being replenished with new lines such as Karl Lagerfeld Jeans and the Polish sneaker culture chain World Box.