Why did Eastern Variant decide to focus on this project?
Eastern Variant had long considered this idea but decided to act when USAID support suddenly came to an end earlier this year. Facing the need for new funding sources and working with a limited budget, the team moved forward and launched the online shop.
How did applying design-thinking principles help?
To strengthen the merchandise initiative, Eastern Variant applied design thinking by conducting in-depth interviews with potential partners — small and medium-sized businesses in eastern Ukraine. These conversations helped identify barriers and concerns that might otherwise have gone unnoticed. By listening closely to entrepreneurs, the team gained insight into how to shape its strategy for future collaborations.
Did Eastern Variant’s approach change engagement with its audience in any way?
Yes. When Eastern Variant launched its “Okroshka” T-shirts and “Skhidna” scarves, the response was overwhelmingly positive. Without spending anything on advertising, 85% of the first batch of T-shirts sold out almost immediately. Audience feedback confirmed that products rooted in local culture resonated far more than simply branding items with the outlet’s logo.
What challenges did Eastern Variant encounter and how did it address them?
Finding partners to sell their products on the Eastern Variant platform was difficult. Small businesses often lacked the production capacity to expand to a new sales channel, while medium-sized businesses already had established systems and saw new markets as risky. To address this, Eastern Variant engaged directly with entrepreneurs through interviews, which provided both clarity and a foundation for adjusting partnership strategies moving forward.
How was Eastern Variant’s project received by its audience?
The new merchandise quickly attracted interest and support. The T-shirts sold well, and though the scarves were less promoted, they also drew attention. The store’s expansion to include products from a local woodworking family business, WoodLikeUA, added further value by supporting other small entrepreneurs while strengthening Eastern Variant’s position in the community.
What insights or lessons did Eastern Variant gain from this project?
No matter how appealing your products are, people will not know about them unless you share actively. Promotion is essential. Social media is especially effective — using your own channels, adding humor, or creating lighthearted posts can make content go viral and bring attention to your merchandise.
What does Eastern Variant plan on doing next?
Eastern Variant plans to continue expanding its collaboration with local businesses in eastern Ukraine. By doing so, it not only diversifies its revenue streams but also provides visibility and income opportunities to small entrepreneurs in the region.
What advice would Eastern Variant give to other journalists or organisations considering a similar path?
If you are considering selling merchandise, start as soon as possible. It can become a valuable and creative part of your overall monetisation strategy. While it may feel difficult in the beginning, the effort is worthwhile in the long run.
Credit: Transitions, Journalismfund Europe's partner for implementing the Microgrants for Small Newsrooms programme, produced this case study.
