Pepco, the Polish discount retail chain, has officially confirmed plans to enter the Ukrainian market. The company is preparing a cautious test launch in carefully selected regions rather than an immediate nationwide rollout.
Group chief executive Stephan Borchert said the decision is linked to strong brand recognition among Ukrainian consumers and the market’s potential for future development. At the same time, the company says employee safety will be a central factor in opening stores.
Why Ukraine is attractive
Pepco sells affordable clothing for families, household goods, decor, children’s products and seasonal items. The chain already operates in 18 countries and has more than four thousand stores. Its experience in Central and Eastern Europe makes Ukraine a logical, though risky, expansion direction.
Rumors about the company’s entry appeared earlier in 2026, when market participants reported a search for locations and talks with contractors for store preparation. Preliminary expectations mentioned several first outlets, not a large launch at once.
Retail under wartime conditions
The move is notable because several international retailers have been cautious about Ukraine, especially cities exposed to higher security risks. Pepco’s approach looks selective: start where safety, logistics and consumer traffic can support operations.
For the Ukrainian retail market, the entry of a large European discounter is a signal that consumer demand remains visible despite the war. It also increases competition in the value segment, where price sensitivity and practical household purchases are especially important.
