Ukrainian consumer goods manufacturer AFINA Group has launched a retail partnership with national postal operator Ukrposhta to sell its household care products in post offices.
Products from three of the company's private label brands are already available in 800 post offices. AFINA Group plans to expand distribution to more than 2,000 branches across regions of Ukraine in the near future.
The initial product rollout focuses on essential household items, including washing powders, laundry gels and dishwashing liquids. The items are sold under AFINA Group's Vukhastyk, SARMIX and HELLMANN brand names.
Ukrposhta is Ukraine's state-owned national postal operator, maintaining thousands of physical post offices nationwide. In many rural settlements and smaller communities, postal branches serve as primary access points for basic services where commercial retail store choices are limited or entirely absent.
Retail access for Ukrainian families
Company representatives stated that the collaboration makes daily essentials more accessible to Ukrainian families. By utilizing Ukrposhta's extensive distribution footprint, the partnership enables consumers in remote areas to purchase household cleaning and laundry supplies close to home.
The three brands cover different daily home care requirements. Vukhastyk is a Ukrainian family brand specializing in laundry detergents and baby care products, formulated specifically for households with young children to combine cleaning performance, affordability and safety. Vukhastyk has won Ukraine's Choice of the Year award for two consecutive years.
The Choice of the Year award is an annual national consumer preference survey in Ukraine that evaluates product quality, market reputation and consumer trust across major retail categories.
The SARMIX brand offers modern solutions for household cleaning and home organization, while HELLMANN supplies low-cost household chemicals designed for everyday cleaning tasks.
Private label control and domestic production
All three product lines operate within AFINA Group's private label division. The business manages the complete product lifecycle internally, overseeing consumer research, formula formulation, packaging design, quality assurance, logistics and retail channel representation.
In the fast-moving consumer goods industry, private label development allows companies to control supply chain logistics and production standards while keeping prices competitive for domestic shoppers.
AFINA Group noted that expanding sales through Ukrposhta aligns with its strategy to develop Ukrainian brands, diversify retail sales channels and increase the availability of everyday essentials. The cooperation supports products carrying the Made in Ukraine label by expanding their presence in the domestic market.
Corporate officials described the partnership as a practical step toward supporting domestic manufacturing and strengthening national brand recognition. AFINA Group committed to gradually expanding both its product selection and its presence across the Ukrposhta network, with plans to grow its sales geography and partner network to keep quality Ukrainian goods accessible nationwide.
