Denys Donchevskyi founded his company, PE “Donchevskyi,” in 2017. However, together with his wife Halyna, who is his assistant and de facto business partner, they finalized the company’s specialization (table manufacturing under the “Starwood” brand) and its development strategy only five years later—when war was already looming at the country’s doorstep. However, as Halyna mentioned, the company has not stopped improving. This applies to both the management sector and production. Such continuous enhancement is evidence of its relentless development.

– A month before the war, we signed our first significant export contract—with a Polish client company for the production of over a hundred rather massive extendable tables with tabletops featuring an epoxy resin insert. These models were at the peak of furniture fashion at the time. Fulfilling this technologically complex order was challenging, as it coincided with the first, most difficult months of the war, including psychologically. Due to this, we experienced some delays, which the Polish side accepted, understanding our force majeure situation. Nevertheless, we successfully completed this challenging task.

Aiming to attract new international clients and increase exports, we participated in international exhibitions in Latvia, Poland, and Germany with UAFM’s support. We are now in negotiations with potential clients we connected with at these exhibitions. Additionally, participating in these exhibitions helped us navigate market realities, assess the level of market demand, and understand how well our products fit into those needs.

At the same time, we actively sought dealers in Ukraine, and with some success—we now have over ten dealers in various regions, despite our tables being made from compact board and HPL plastic based on a 22mm MDF board, which is not the cheapest product.

We also set another goal: to diversify our product range with other items—such as bedside tables that could be sold as sets with tables, consoles, and coffee tables. We are currently developing models of these products, which will be protected by copyright. When some competitors openly started copying our models, we had to take this step to protect ourselves.

Do we have the technical capacity for such an assortment expansion? Yes, we do. Even under martial law—which, despite everything, has not become a serious obstacle to our development and, in some aspects, has even accelerated it—we expanded our machine fleet, taking advantage of state grants, among other things. We equipped employees with all the necessary hand tools. Additionally, we adjust our strategy as needed, adapting to market demands.

– What about staffing capabilities?

– We are a very small production company with a small workforce. Our team is predominantly female. To prevent labor shortages due to mobilization, we hired internally displaced persons and employed people with disabilities, for which we also received financial support from the state. In some production areas traditionally worked by men—such as painting and sanding—women are now employed. We use every possible method to avoid a “staffing crisis.” Naturally, we ensure comfortable working conditions for employees, especially those with disabilities and women, providing them with sufficient tools and resources.

– Can we say that the company is more oriented toward B2B clients and wholesale sales?

– Along with expanding our dealer network, we also work with corporate clients (furnishing hotels, restaurants, cafes, and offices) and fulfill private orders. We participate in interior designers’ projects, collaborating with them as they implement turnkey projects. In such cases, we don’t limit ourselves to tables. For example, for the central office of the “Faino Market” supermarket chain, in addition to tables, we also produced cabinets and wall panels.

– What are your further development plans for this year?

– We are launching the production of chipboard tables for the “Epicenter” hypermarkets and planning to expand our dealer network for further distribution of these tables. The need for such products became apparent to us after participating in the Kyiv furniture exhibition. This product line will not compete with our core production but will develop in parallel.

Of course, we will also continue to seize opportunities for professional learning by participating in educational programs, seminars, and webinars on various topics, many of which are offered by UAFM. By gaining new knowledge and adopting best practices, we aim to improve our management and production processes. For me, this has already become a necessity.

For us, it’s not just about making money—we want to grow with our brand and create products with love, making them valuable to our customers. That’s why our greatest reward is a satisfied client.

– Nowadays, it’s rare to meet small business entrepreneurs who radiate as much optimism and positivity as you do.

– That’s our credo: no matter how difficult things get, we must remain optimistic. A negative attitude from the management only worsens the situation because it inevitably affects the team and is noticed by potential clients. Therefore, every challenge, every obstacle we face—and there are significantly more of them these days—is an opportunity to overcome them through creative thinking and action, turning disadvantages into advantages.

Our logo symbolizes a tree. The roots represent our experience and lineage, the trunk symbolizes our present, and the crown represents the possibilities of choice—because we have to make choices almost every day.

– We wish that every business decision you make continues to be well-calculated and beneficial for the company’s future growth!