IT holding Genesis, which unites over 50 product companies, is expanding in an unexpected direction — physical goods. The holding’s ecosystem has welcomed the lingerie brand Epoche.
IT holding Genesis, which unites over 50 product companies, is expanding in an unexpected direction — physical goods. The holding’s ecosystem has welcomed the lingerie brand Epoche.
Details about the launch itself are still scarce — even Genesis co-founder Volodymyr Mnogoletny admitted in an interview with Forbes Ukraine that he had not personally heard of this particular project. According to him, this is a normal situation in a company with over 50 businesses: «I don’t know if it’s a good sign if the founder of the company doesn’t know all the areas of the business.»
Mnogoletny himself explained the logic of entering physical goods with his personal experience working at an investment bank, where he was involved in sales for a premium lingerie retailer. According to the then CEO of that company, lingerie is the second most difficult item to produce after a jacket.
At the same time, physical goods are not a diversification strategy for Genesis, but rather a point-by-point addition to individual products. The most striking example is the health brand BetterMe, for which clothing and protein have become a logical extension of the main digital product. The holding company itself emphasizes: 90% of the ecosystem’s revenue is now generated by mobile applications.
