New stores, online growth and access to marketplaces: what 2024 was like for Foxtrot

2024 was a continuation of dynamic development and the launch of effective projects for Foxtrot. Opening and updating stores with a focus on accessibility, access to new digital platforms and the implementation of important social initiatives – these and other factors contributed to attracting new customers and improving the customer experience.

Sales growth

During the year, Foxtrot increased its turnover by 13% (compared to 2023), exceeding the overall indicators of the home appliances market, where the growth was 11%. Online sales on Foxtrot.ua showed an impressive increase – by 42%.

Among the products, significant dynamics were demonstrated by charging stations (7-fold increase), generators (3-fold) and power banks (2-fold), which is due to the high demand of Ukrainians for energy independence. Sales of smartphones, multicookers, tablets and washing machines also increased.

Expansion of the store network

In 2024, Foxtrot opened 5 new stores – In Chernihiv, Stryi, Kryvyi Rih, Ivano-Frankivsk, Zaporizhia, restored the store in the Dnipro in the Appolo shopping mall after a missile strike, and carried out 8 reformats - in Kyiv, Odessa, Bila Tserkva, etc. There were also visual changes in the design – using ethnic Ukrainian motifs in the "vyshyvanka" style. An exclusive, unique in Ukraine, experience brand zone of the Apple TM was opened in the store in the Ocean Plaza shopping mall.

As of the end of the year, the retail network covers 124 stores in 66 cities, including the retailer continues to operate in Kherson, Sloviansk and Kramatorsk.

Growth of new customers

Thanks to the development of the FoxFan loyalty program with a focus on personalization and strengthening the direction of work with customer experience, Foxtrot attracted 1.1 million new customers. The total number of registered participants has already reached 15 million Ukrainians.

Also, one of the key projects of the year was “Barrier-Free Foxtrot”: integration of a service for serving customers with hearing impairments, as well as the arrangement of stores in accordance with the requirements of an inclusive retail space.

Achievements in the mobile application and social networks

The mobile application showed impressive results – the number of new users increased by 2.5 times. In addition, the company was able to attract 79.5 thousand new subscribers on its social networks (Facebook, Instagram, Telegram and TikTok).

Access to marketplaces

The retailer continues to respond to the needs voiced by customers and offer new, modern and flexible solutions. As a result, in November, Foxtrot entered the Kasta marketplace, and in December – to market by mono.

WANT? Ease of updating equipment

In September 2024, Foxtrot launched an exclusive service novelty – the “WANT?” offer, which operates on an ongoing basis. This is a range of products with an optimal set of benefits, characteristics and price. They also added a super offer “crazyWANT” – top products that are distinguished by an even greater discount among all others In November, the conditions of the FoxyExchange service were improved – exchanging old equipment for new, which allowed customers to get additional benefits and purchase goods from the entire range of the network.

Logistics and express delivery

In early July, the company launched full-fledged warehouse operations at a new location within the Kyiv region, expanding warehouse capacity from 22,000 to 28,000 m2.

Among the most popular methods of delivering equipment are Nova Poshta branches and address delivery by its own courier service. Foxtrot also expanded the coverage of express delivery in 1 hour together with the operator from Uklon Delivery: the minimum distance was 150 m, and the fastest delivery of goods (it was a mini-fridge) took place in a record 8 minutes!

Social responsibility

Systematic and regular assistance to the Defense Forces of Ukraine has remained a business priority since February 24, 2022. During the full-scale war, the company issued more than 8,500 units of equipment worth UAH 42.5 million. In 2024 alone, the brand donated gadgets worth UAH 14.2 million to the defense forces.

Other important social projects are “Give a Chance of Good” – supporting children affected by the war with the help of branded merchandise and “F-Support for Indomitable Animals”. More than 2,000 four-legged heroes from the Donetsk and Kharkiv regions were covered with assistance worth over UAH 500,000.