Main points
- Oleksiy Kavytsky, heir to the Helen Marlen Group, died at the age of 39, the cause of death has not been disclosed.
- He initiated the digital transformation of the business, launched the Posh online store and the Samsonika R&D laboratory.
Oleksiy Kavytskyi, heir to Helen Marlen Group, dies / forbes.ua
The life of the son of the owners of the most expensive Kiev boutiques Helen Marlen, Oleksiy Kavytsky, was unexpectedly cut short at the age of 39. He was one of the key people behind the digital transformation of Ukrainian fashion retail.
What is known about Oleksiy Kavytsky?
Kavytsky's death became known on March 24, 2026. The information was confirmed by the company's press service, but the reason was not disclosed, Forbes writes.
Oleksiy Kavytsky was responsible for the e-commerce direction at Helen Marlen Group for many years. It was he who initiated the transition of the business to online back in 2011 and headed this direction, which he developed for almost a decade and a half. Before that, he studied at The University of Edinburgh, where he studied marketing and business analytics.
When I returned from my studies, I said that I needed to keep the vector in IT. I had my first budget and a small team,
– Kavytskyi said in an interview with AIN in 2018.
Colleagues remember him as someone who thought several steps ahead.
I remember when he first graduated and started working at Helen Marlen – it was long before Instagram and the digital world became part of our lives. He came in with a completely fresh vision and new ideas,
– says Kateryna Kulik.
Helen Marlen store / illustrative photo rau.ua
Working in fashion retail
In 2017, together with Mikhail Klemyshev and Ivan Dubnov, Kavytsky launched the online store Posh (later Umberfirm). The platform brought together over 6,000 brands, from Louis Vuitton and Chanel to Balenciaga and Michael Kors.
Already in 2018, the partners parted ways, and the project itself was integrated into the Helen Marlen Group as an outlet.
That same year, Kavytsky launched Samsonika, an R&D lab for testing new ideas. At the same time, the Helen Marlen marketplace appeared, which combined several business lines, as well as a new mobile application.
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