In December 2024, the renowned Ukrainian textile brand Edelvika joined the international program CONNECT: Export readiness, EU network expansion and resilience enhancement of Ukrainian SMEs, organized by Visionest Institute (Estonia) under the EU4Business: Recovery, Competitiveness and Internationalisation of SMEs initiative. The program is co-funded by the European Union and the German government, and implemented by the German federal company Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ Ukraine) GmbH.
For Edelvika, this marked the starting point in exploring the specifics of the German market. The company gained valuable knowledge, established essential contacts with potential partners, and developed a strategic vision for its expansion into Europe.
Edelvika: 30 Years of Tradition and Innovation
Edelvika is one of the leaders in the Ukrainian textile industry, with over 30 years of experience in producing fabrics, ethnic clothing, home textiles, and corporate wear. Its manufacturing facilities are capable of producing 3 million meters of fabric annually and over 20,000 textile items each month. The company not only prioritizes product quality but also actively promotes Ukrainian cultural heritage.
“We regularly participate in international exhibitions, support educational initiatives, and implement social projects. Our mission is not only to preserve tradition but also to integrate Ukrainian textiles into the global context,” says Olha Kasian, Marketing Director at Edelvika.
One of the most valuable aspects of the CONNECT program was the intensive training and mentoring sessions, which helped Edelvika dive deep into the realities of the European market. The company learned about certification requirements—including the importance of OEKO-TEX® Standard 100—as well as trends in the textile industry and business practices in Germany.
One-on-one consultations with experts Andrew Paterson and Anu-Mall Narits provided clear guidance on how to position Edelvika’s products and adapt them to meet the needs of European retailers.
Heimtextil 2025: Key Insights from Frankfurt
Edelvika’s participation in Heimtextil 2025 in Frankfurt was a major milestone, offering:
- A deeper understanding of market trends, such as the growing demand for eco-friendly materials like hemp and linen, and the popularity of minimalist design that combines simplicity, functionality, and high quality.
- Confirmation of strong demand for ethnic-inspired elements, including hand embroidery and authentic patterns.
- The invaluable opportunity to connect directly with potential buyers, underlining the importance of future participation in exhibitions like Heimtextil 2026.
Visit to Bullmer: A Glimpse into the Future of Manufacturing
A key component of the CONNECT program was a visit to the Bullmer factory, a leading manufacturer of advanced cutting equipment. There, Edelvika witnessed how cutting-edge technologies can:
- Optimize processes and reduce waste,
- Increase productivity without additional costs,
- Enhance product quality through automation.
The visit concluded with the signing of a memorandum of cooperation, opening doors for Edelvika to modernize its production capabilities.
Thanks to the CONNECT program, Edelvika gained a clear understanding of how to enter and grow in European markets effectively.
“We’re shifting our approach to promotion by focusing on sustainability, heritage, and high quality. We’re increasing our presence in international professional networks and developing a new website with a dedicated European version. We’re also expanding our international trade department to improve communication with European clients,” adds Olha Kasian, Marketing Director of Edelvika.
The company is now working on establishing a European representative office, which will significantly simplify entry into new markets. This will help:
- Strengthen ties with partners,
- Improve collaboration with European retailers,
- Optimize logistics and reduce delivery time and costs,
- Speed up certification processes to meet EU standards,
- Expand distribution and improve product availability.
“The CONNECT program gave us a clear roadmap for succeeding in the European market. We see real demand for natural fabrics and ethnic styles, and technological innovation helps us stay competitive. Now, our goal is to firmly establish our presence and elevate Ukrainian textiles to a new level!” — Olha Kasian, Marketing Director of Edelvika
This program confirmed Edelvika’s ambition and capability to achieve its bold goal—to become a key player in the European textile market. A company that combines tradition, quality, and innovation, Edelvika is setting new standards for Ukrainian products on the global stage.
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The Project “CONNECT: Export readiness, EU network expansion and resilience enhancement of Ukrainian SMEs” is implemented by the Visionest Institute within the international cooperation programme “EU4Business: SME Recovery, Competitiveness and Internationalisation” is co-financed by the European Union and the German Government and is implemented by the German federal company “Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH”.
The programme aims to support Ukraine’s economic resilience, recovery and growth, create better conditions for the development of Ukrainian small and medium-sized enterprises (SMEs) as well as support innovation and exports. Read more: www.eu4business.org.ua
The content of this publication is the sole responsibility of Visionest Institute and does not necessarily reflect the position of the European Union, the German Government, or GIZ.