Former CEO of monomarket Artem Shevchenko announced that he has taken over the leadership of the Citrus electronics chain.
Former CEO of monomarket Artem Shevchenko announced that he has taken over the leadership of the Citrus electronics chain.
He wrote about this on Facebook. «My task here is to reassemble the company into a strong tech retail product,» Shevchenko noted.
The new CEO has identified several key areas:
«I don’t believe in the race for the number of functions. The client needs simple: fast, clear and honest,» Shevchenko noted.
In an interview with Forbes, he said that the company will not build a classic marketplace, but will move towards an «anti-marketplace» model — with fewer products, but more expertise and quality control.
«The client needs simple: fast, clear and honest. The market competes in the number of functions, and the one who makes it simpler wins,» he explained.
Among Shevchenko’s first steps in his new position
The new CEO does not plan to build a SuperApp, as other players do. Instead, the focus is on the basics: «just make a good product.» The key challenge is to remove complexity, which, according to Shevchenko, is the main problem of Ukrainian retail.
Shevchenko describes the new concept of «Citrus» as «Disneyland for gadget lovers» — a place where the customer receives not only a product, but also an experience. At the same time, the company does not plan aggressive expansion. Currently, the chain has 48 stores, and the focus is on the efficiency of existing outlets.
Recall that in 2025, Citrus was acquired by Yabluka founder Artur Hatunok. The deal was estimated at $10–20 million. After that, the company began a transformation — with changes in management, processes, and product logic.
