This was the focus of our conversation with Yevhen Stolper, co-owner of “Treba Mebli”, a company that sells Ukrainian furniture manufacturers’ products through its online store. The store’s extensive catalog (over 1,500 product listings) allows customers to find furniture without excessive markups or the hassle of searching for the perfect model. This aligns with the retailer’s mission: to provide potential buyers with exactly what they need, incorporating current trends. The store’s user-friendly and intuitive purchasing process, attentive customer support at every stage, and commitment to satisfaction—right until the furniture enhances their home or apartment—help make this possible.

– Our company has been in the market for quite a while. Our online store has a modern, powerful website. We also have a broad network of smaller-scale partner sellers who operate using our platform. Our site traffic exceeds 150,000 potential clients per month,” Stolper shared.

– Even so, one assumes you’re not standing still, especially in the current environment, where resting on one’s laurels inevitably leads to regression.

– Exactly. If we previously specialized exclusively in selling only case furniture, we are now expanding our product range to include other furniture categories. We are also broadening our base of supplier manufacturers who find us appealing as an effective distributor capable of increasing the sales volume of their products. Whereas before, we focused on large furniture manufacturing companies, we are now increasingly partnering with smaller manufacturers who are more tactically flexible and thus convenient to work with.

The pace of growing the partnership base depends on site traffic metrics. Ours, as I’ve mentioned, gives us a broad perspective for attracting new suppliers. Our strategy is to build a solid foundation for increasing sales to grow alongside our furniture manufacturer partners.

– How have wartime conditions changed trends in the domestic furniture market?

– Buyers have undoubtedly become more pragmatic. There is a noticeable ‘shift’ of furniture products from higher price segments to lower ones because there are fewer affluent clients in Ukraine who can afford furniture. Therefore, today’s furniture market is one of optimal offers and pragmatic pricing. In this sense, we don’t need to change much, as our store has been oriented from the outset toward selling primarily budget furniture.

Additionally, there has been a geographical shift in the market from the east to the west of the country due to the influx of refugees from the east to western regions.

We have repeatedly realized that even the most challenging times create new opportunities. One must simply be able to recognize them and be prepared to take calculated risks. Even now, during the war and this great tragedy, despite all the difficulties, we have ambitious yet realistic plans to develop the company to a leading position in our niche. However, the main objective today is undoubtedly a just peace. We would very much like to say “victory,” but we want to avoid populism and irresponsible statements.

We see the potential to achieve our goals within a year or two. It is crucial to adhere to the fundamental principles of partnership with suppliers and relationships with both potential and actual customers—and to further develop and improve them.

It is crucial for us to serve both real and potential customers with equal quality. Our long-standing sales practice shows that it’s rare for a person to make a purchase decision immediately. That’s why we present our products and communicate with customers in a way that fills them with positive emotions. This greatly increases the likelihood that they will return to us and become actual buyers.

– What are your service advantages?

– We are currently working hard to strengthen our service advantages to gain a greater competitive edge and are already seeing encouraging results. We’ve signed beneficial exclusive contracts with transport companies that will deliver purchased furniture to low-income clients at affordable rates. We’ve secured significant discounts for this purpose.

– What do you see as the key to success in such a highly competitive environment?

– The key is to find unconventional solutions, sign exclusive agreements, always fulfill commitments (especially during crisis periods), and be maximally reliable partners for everyone we interact with. Reputation has always been, and will always remain, our most valuable asset.

We also consider the ability to see opportunities in any—even the deepest—crisis to be the key to success. Opportunities always exist. One just needs experience, intuition to spot them, and the courage to move forward, often against all odds.

Finally, I would like to express my deepest gratitude and heartfelt thanks to everyone currently defending our country, in one way or another.