Death of Alexey Kavitsky
Alexey Kavitsky, the son of the founders of the Helen Marlen Group, has died at the age of 39. The announcement of his passing was made on March 24, 2026, though the cause of death remains undisclosed. As the head of the company's e-commerce division and the heir to the business, Kavitsky was instrumental in driving its digital technology development.
Innovation and Digital Transformation
Since 2011, Alexey Kavitsky was responsible for innovation and digital transformation at Helen Marlen Group, initiating the digitization of its retail network. He led the e-commerce direction for nearly 15 years. His key projects included launching Samsonika in 2018, as well as initiating the creation of the Helen Marlen marketplace and a new company application. The Ukrainian e-commerce market has seen significant growth, making his leadership role particularly critical.
- In the first nine months of 2025, Ukraine's top ten online retailers generated nearly 40 billion hryvnias in revenue.
- Two companies from the Rozetka group accounted for 30.2 billion hryvnias, or 76%, of that total.
- The top ten list also included retailers specializing in pet supplies, cosmetics, perfumes, books, and sporting goods.
Kavitsky's death is expected to significantly impact the future development of Helen Marlen Group, given his central role in strategic digital initiatives. The company may now face a period of adaptation to maintain its momentum in a competitive and rapidly growing online retail environment without one of its key leaders. Observers will be watching closely to see how the company navigates this transition.