The Sadovsky family at the marketing forum

GEPUR founders Katya and Oleg Sadovskyi took the stage at the Ukrainian Marketing Forum — the largest platform for exchanging strategies and ideas. They shared their experience of transforming GEPUR into a brand that today does more than simply create clothing — it sets the trends for modern femininity.

How Packaging Changed the Game

The brand's story began in 2010 with wardrobe essentials, but even then, Katya and Oleg were focused on detail. Even packaging became a competitive advantage at a time when the market had not yet given it much thought. 
The first strategic step was moving away from dependence on marketplaces. The decision to launch their own website was risky due to concerns about losing traffic, yet it was this very step that opened the door to real growth.

Scaling Strategy and the Move into Premium

The second stage of the transformation involved changing the pricing model and aligning prices. This made it possible to generate more revenue, which, in turn, allowed the brand to scale its marketing and significantly increase customer flow. 
Offline stores, initially perceived as a challenge, became a key point of trust. Thanks to its physical presence, the brand was no longer seen as merely an “online story,” confirming its status as a real and reliable player in the market. 
However, the true ideological shift came with the move into the premium segment. The first collection, created as a product with profound meaning and uncompromising quality, fundamentally changed the perception of GEPUR. As the brand's CEO and co-owner Oleg Sadovskyi noted: 

“A €600 dress begins with saying no to a €3 dress.”

Clothing as Emotional Support and a Manifesto

The full-scale war brought an unexpected insight: even in the most difficult times, women buy a feeling. Occasionwear and dresses, which are part of GEPUR's DNA, became a way for customers to support themselves and find inner strength. 
Today, the brand's role extends beyond fashion — it is about emotion and the opportunity for self-expression. Katya Sadovska's vision has given rise to manifestos, exclusive communities and landmark events for women. One such event took place on May 23. Divas Do Wellness is a conference about happiness and the art of living with pleasure.

The Price of Transformation and a New Level of Quality

Every evolution requires letting go of the old. GEPUR's transformation involved conscious sacrifices — fewer styles, less random traffic and a more expensive product. In return, however, the brand gained a different quality of customer and a fundamentally new standing in the market.

We are proud of the leaders who are scaling Ukrainian aesthetics and inspiring the entire market to move forward!

See how it all went in the video.