Business Brunch “Vectors of Development: Strategies, Solutions, Opportunities”

On March 31, a landmark event took place for those who are building the future of Ukrainian business —
Business Brunch “Vectors of Development: Strategies, Solutions, Opportunities”, organized by the business publication «“PERSHYI BIZNESOVYI BIZ”».

This brunch continued a series of events that create a platform for exchanging experience, networking and strengthening Ukraine's business environment.

What the event offered:

• Talks by leading experts in investment, finance and marketing
  • Panel discussion “The future and strategic steps”
  • Networking with entrepreneurs, investors and opinion leaders
  • Open interviews and discussion of current challenges
  • Prize draws from partners: hiitworks, Yves Rocher Ukraine, LH Group, FEMIDA.UA, ICVD – international vintage beverages club

Panel discussion: moderator — Yurii Atanov, raised important questions:

• How can Ukraine be made attractive to international investors?
• What are the prospects for new forms of business cooperation (venture, R&D)?
• How can Ukrainian business be integrated into global supply chains?

Discussion participants:
• Halyna Yanchenko – member of parliament of Ukraine
• Taras Kyrychenko – chairman of the supervisory board of “Nova Poshta”, co-founder of TOLOKA.VC
• Anna Mahiera – executive director of the ICLUB angel syndicate

Key points:
Halyna Yanchenko: despite the war, investment activity is growing. The most promising sectors are the defense industry, energy and construction.
Taras Kyrychenko: Ukrainian projects must meet international standards.
Anna Mahiera: quality investment proposals and support for startups are the key to the development of innovation.

Event speakers and topics of their talks:

Tetiana Andrianova, CEO Octava Capital, managing partner of Nota Group

Topic: “How to survive a crisis: optimization, flexibility, risk management”

At the center of Tetiana Andrianova's talk are practical strategies for adapting business to crisis conditions, based on the experience of the structure of the group Octava.

Offroad algorithms – strategies for survival and development

Implementation of Hurma System (HRM):

• fast onboarding of new employees
• automation of routine tasks (absence tracking, payroll and sick-leave calculation)
• introduction of a KPI system to raise motivation
• analytics for assessing productivity and reducing staff turnover

Business process outsourcing:

• cost optimization
• focus on strategic tasks
• faster execution
• reduction of operational risks
• solving the staff shortage

Flexibility and adaptability in real time:

• Agile approach to decision-making
• creating several action scenarios (plan A, B, C)
• development of cross-functional teams
• improving internal communication
• systematic investment in staff training

The speaker's key idea:
“It is impossible to foresee every problem, but preparing for them is a must.”

Yaroslav Soinikov – co-founder of the hiitworks network of fitness studios, a fitness expert with more than 25 years of experience
Topic: “Physical health as a strategic asset: how movement affects productivity and stress resilience”

In his talk, Yaroslav Soinikov stressed:
Physical health is the foundation of all success, without it no business goal can be achieved.

Key points of the talk:

• Physical health is a necessary condition for development: without it, all other tasks lose their priority.
• Physical activity is the foundation of a lifestyle, which directly affects life expectancy and the quality of everyday functioning.
• Training is not chaotic exertion, but a structured process that stimulates the body's adaptation and increases its resourcefulness.

Principles of effective training:

• Duration: optimally – 30–45 minutes, no more than an hour
• Frequency:  3–6 workouts a week
• Recovery: essential, so as not to exhaust the body but to live at 100%

hiitworks – more than fitness:

The hiitworks system is an approach that integrates easily into the rhythm of modern life.
It is not only about body shape – it is about resilience, focus and inner resource, which are critically important for business leaders.

Tetiana Avramenko – CEO and managing partner of the restaurants Veranda na Dnipri, Veranda on the Sea, Fenix, Fenix Beach Club
Topic: “Business mom: how to combine personal life with managing business projects”

Balance is possible. Inspiration is essential.
The theme of harmony between personal life and business struck a chord with everyone present. Tetiana shared her own story – how to remain a leader, a mother and a woman in an inspired state, without losing what matters most.

Main points of the talk:

• You should give your all to the work you love.
• Always work with your head. If you love your work, it lives with you every day.
• The main thing is to believe in yourself, develop your skills and not be afraid to take on responsibility.
• The main challenge for a woman leader is effective time management.
• The key to balance is clear prioritization.

Tetiana's approach to organizing her time:

• Saturday and Sunday are family days. Sunday is exclusively for family.
• Until 11:00 – time for her child and herself: sport, reading, a shared breakfast.
• After lunch – full concentration on business.
• Every day – 2–3 hours for things that bring pleasure, inspire and promote self-development, both personally and in developing the team.

Inspiring quotes and ideas:

• “Work with pleasure – and you will manage to do everything”.
• “The main task of a CEO is to build a strong team”.
• “Every employee must understand their role, responsibilities and point of support”.
• “Women have unique management potential: multitasking, empathy, flexibility”.
• “The main thing is to believe in yourself, develop your skills and not be afraid of responsibility”.

Tetiana's talk is an example of sincerity, strength, strategic thinking and love of life.
It is motivation for women who look every day for an answer to the question: is it possible to manage everything?
The answer is simple: yes – if you truly love what you do.

Svitlana Timokhova – owner and CEO of LH Group
Topic: “The fashion industry of the future: sustainability, quality, functionality”

The fashion of the future is about sensation, functionality and self-respect

Svitlana Timokhova's talk at the business brunch was a deep dive into the transformation of the fashion industry. She shared the global trends shaping the modern vision of style, based on data from the analytics agency WGSN (London, 2024).

Main points of the talk:

• We live amid turbulence and sensory and information overload.
• Fashion responds to these challenges through comfort, minimalism, versatility and tactile quality.
• There remains nostalgia for the Dolce Vita aesthetic – for beauty, luxury, pleasure

 Forecast for the next 3–5 years in the fashion industry:

• Growing demand for versatile and multifunctional items.
• The priorities are  comfort, technological sophistication, durability and eco-friendliness..
• Minimalist design – timeless, with deep meaning.
• A blend of underwear, sleepwear and everyday clothing.

Quality prevails over quantity

• Hybrid approach – a blend of underwear, sleepwear and everyday clothing.
• Active interest of men in fashion, grooming and style.

The key emphasis is sensation and quality

We first feel clothes with our skin, and only then see them in the mirror. That is why it is important to:

· Use natural fabrics that “breathe” and do not cause allergies.

· Give preference to premium fibers: Sea Island Cotton, Egyptian cotton, silk, lyocell, cashmere, merino wool.

· Ensure precise cutting, stability of shape and color, and an anatomical fit.

· Clothing should envelop the body softly, without pressing or causing discomfort, especially in underwear, children's clothing and sleepwear.

· The technological treatment of fabrics matters: wear resistance, color, climate control, anti-pilling.

The values of true quality:

• Trust – the feeling that you have been given the best.
• Dignity and respect – through the brand's attention to detail.
• Resourcefulness and growth – when clothing supports not only the body but also one's inner state.
• Pleasure and coziness – thanks to the sensory experience.
• Confidence – when image and comfort are combined in every movement.

“The fashion of the future is not just about appearance. It is the state of the body, quality of life, inner balance and self-respect.”

LH Group chooses the path of care, trust and refined taste in every detail. And that is exactly why their approach becomes a model of responsible and sensible fashion – an industry that puts not only trends but also people at the center.

Yaryna Drahola – senior HR manager / Senior People Business Partner of the company AB InBev Efes Ukraine
Topic: “Women in brewing: rights and opportunities in business”

Key results of the company:

• ≈ 50% women in the overall staff structure
• ≈ 40% women in management positions
• 100% support for parenthood (flexible schedule, adaptability after parental leave)
• employee engagement level: 94%
• high level of psychological safety: 8,12 (out of 10)

Yaryna stressed that an egalitarian corporate culture is not just a fashionable trend but a necessity for building an effective, resilient and humane business. Equal opportunities are an investment in talent, efficiency and the future of the company. The experience AB InBev Efes Ukraine proves that when a company cares about fairness, it gets a loyal, productive and motivated team

Olena Kreknina – deputy marketing director AXOR INDUSTRY
Topic: “Innovations in window manufacturing: how standards of comfort and safety are changing”

Innovation. Safety. Social responsibility.
In her talk, Olena Kreknina emphasized the importance of strategic development, the expansion of production and responsible business even in times of wartime challenges. AXOR INDUSTRY is an example of a Ukrainian company that does not merely withstand the crisis but transforms it into opportunities.

Main points of the talk:

1. A Ukrainian product as an example of resilience
   AXOR INDUSTRY operates in a region close to the front line, but this has not become an obstacle to innovation, investment and large-scale development.
   The company confidently holds its positions on the international market, preserving quality and trust.
2. Social projects and assistance to Ukraine's defenders

• Donated UAH 1 000 200 for the needs of a mobile hospital
• Ongoing support for the military
• Participation in social initiatives

3. Support for veterans and young people
   AXOR is actively developing professional development programs:

• Participation in creating training classrooms at universities and colleges
• Educational programs on installing windows and doors
• Presentations and tours for students and business representatives

4. Innovative solutions and strategic development
   Despite the challenges of war, the company has not only preserved its production base but also launched new innovative solutions for the reconstruction of Ukraine and child safety around the world, strengthening the reputation of the Ukrainian product on the global stage.

“Ukrainian business is not only about profit. It is about responsibility, support and a contribution to the country's future. We do not simply work – we fight so that our products and our state are strong and worthy on the world stage”, – stressed Olena Kreknina.

Innovations from AXOR INDUSTRY:

• A sliding system for large PVC structures – without the need to lift the sash
• A new line of hardware AXOR — for enlarged clear opening sizes
• Concealed hinges for interior doors — a modern solution for interiors

Social initiative:

Every month 2% of sales of new products the company transfers to support of the veterans cluster.

Artem Honcharenko – head of the Institute for Reintegration, Rehabilitation and Professional Development of Veterans “Architecture of Resilience” at KNUBA

Topic: “The Role and Opportunities of the Veterans Institute for Veterans Themselves and for Business”

Supporting veterans is both a challenge and a responsibility

The reintegration and employment of veterans after their service is one of the main challenges for Ukrainian society in the post-war period. In his speech, Artem Honcharenko stressed that business can, and indeed must, take part in creating conditions for the adaptation of veterans, offering them opportunities for development, stability and a dignified future.

Main points of the speech:

1. Relevance of the problem

• Veterans often face difficulties adapting to civilian life.
• An important role in returning to normal life is played by family, community and stable employment.
• Career development after service is the path to full integration into society.

2. Main barriers to employment

• Psychological difficulties: PTSD, anxiety, depressive states
• Mismatch of skills with the civilian needs of the market
• Stereotypes on the part of employers
• Slow readaptation — a process that requires time and support

3. Veterans' mental health

• What is needed is a system of identification and support
• Psychological support must be part of corporate culture
• Teams must be ready to work alongside those who have service experience

4. What the state and business can do

• Investment in retraining
• Tax incentives and compensation for companies that hire veterans
• Development of social entrepreneurship involving veterans

5. Examples of the work of the Institute “Architecture of Resilience”

• Training courses in partnership with business
• Integration of educational programs in vocational training
• Meetings with employers to overcome stereotypes

6. Advice for veterans

• Analyze your skills and look for ways to adapt them to the civilian market
• Prepare for interviews, update your résumé, explore new fields
• Do not be afraid to ask for help — today there are many initiatives ready to offer support

“Employing veterans is not only a matter of social responsibility. It is an investment in the strength, endurance and leadership qualities that these people have already proven in practice”, Artem Honcharenko concluded.

“Architecture of Resilience” — it is about consistency, humanity and faith in the potential of everyone who has been through war and wants to build a life again.

The event was hosted by Maria Skyba, a journalist with the TV channel “My – Ukraina”

Information partners of the event

33 Channel, Pershyi Biznesovyi, Media company FM-TV, TV channel “Pryamyi”,  Dilova Stolytsia, Komentari, Business publication Mind, TrueUA, Dilovyi PRO, Cabinet Boss, Postfaktum, FEMIDA.UA, Studio of my Dreams, GLORY Magazine, STAR BROTHERS, BUT.IN.UA

Title partner: LH Group
Official importer of leading European fashion brands: Falke, Hanro, Roeckl, Steiff, Sanetta, Elsy. The network includes 12 stores in central Kyiv and the best shopping centers, including mono-brand boutiques and multi-brand Little House stores

Official partner:  Yves Rocher Ukraine

Expert in plant-based cosmetics and perfumery – a natural care brand founded in France in 1959. An innovator in plant-based cosmetics that unlocks the power of plant ingredients, acting in harmony with and respect for nature and its biodiversity.

Exclusive partner: Veranda on the River
A legendary restaurant with an incredible view of the Dnipro and a refined atmosphere. A harmony of taste, style and emotions.

Event partners:

Maison Castel
Meet the impressive French wine – Maison Castel, from the world's No. 1 French wine producer!

Morshynska
Natural mineral water – a source of strength and renewal on the way to the happy country of the future. Morshynska – natural recovery and hydration balance support every day!

Hiitworks
A network of fitness studios with its own training system and an important mission – to improve quality of life while enjoying both the process and the result

AB InBev Efes Ukraine
One of the leaders of the Ukrainian brewing market, combining tradition and innovation.

AXOR Industry
A leading Ukrainian manufacturer of hardware for windows and doors, exporting its products to 27+ countries worldwide.

Octava Capital
One of the largest investment companies in Ukraine, supporting ESG initiatives and implementing sustainable development strategies.

Institute for Reintegration, Rehabilitation and Professional Development of Veterans “Architecture of Resilience” of the Kyiv National University of Construction and Architecture (KNUBA)

Together we are building a strong business community that not only adapts to challenges but also creates the future.