In recent years, Ukrainian businesses have been through a lot. A full-scale invasion, shelling, power outages, and millions of customers who have left the country. Yet entrepreneurs have adapted and kept moving forward. Some brands decided to continue their journey abroad, while others found new niches within the country. Some did both.
La Mare is one such example. It started as a local swimwear brand, and today its collections are available both in Ukraine and in the Middle East, particularly in Dubai.
We spoke with the brand’s founder, Anastasia Slichna. Read on to learn about the history of La Mare, working during the war, and entering the Middle Eastern market.
From Jewelry to Swimwear
Before creating La Mare, we were in the costume jewelry business. Back then, our jewelry was mainstream; we had retail kiosks in practically every major shopping mall in Ukraine. But we always wanted to create something more—a product that would not just be beautiful, but truly needed by women.
We began analyzing the market and asked ourselves: what do we, as women, feel is missing? And we realized that the swimwear niche in Ukraine at that time was almost entirely untapped. It was difficult to find styles with a good fit, high-quality materials, and thoughtful design.
That’s when the idea was born to create a swimwear brand that we ourselves would love to wear. Our goal was to create styles that highlight the beauty of the female figure, boost confidence, and make every woman feel special.
Sexiness without being provocative
The formula of “elegant & stylish sexiness” emerged right at the brand’s inception and perfectly captured our vision of feminine beauty. We’ve always believed that sexiness shouldn’t be provocative or overly revealing. For us, it lies in harmony, self-confidence, clean lines, and the ability to highlight the feminine figure’s best features.
That is why we have combined elegance, style, and sexiness into a single brand philosophy. Our products are designed to make a woman feel attractive, yet refined and self-assured.
And today, this formula remains relevant. Trends, colors, and silhouettes change, but a woman’s desire to look feminine, elegant, and feel her own strength remains constant. It is on this foundation that we continue to build the DNA of the La Mare brand.
How La Mare Survived the Full-Scale Invasion
As for most Ukrainian companies, the full-scale invasion was a period of uncertainty and difficult decisions for us. In the first few months, people were our top priority: the team’s safety, employee support, and job preservation.
At the same time, we had to quickly adapt our business processes to the new realities. We restructured our logistics, sought new supply routes and partners, revised production plans, and learned to operate amid constant challenges.
Since we start developing the summer collection in the winter, by February 2022 all the models had already been sewn. That’s about 200 units across the size range. To be honest, we’re still selling some of those swimsuits because, at that time, our customers weren’t in the mood for vacation.
But this period taught us to be more flexible, to react quickly to changes, and to make decisions in the face of uncertainty. We realized how important it is not to depend on a single market, so we began to develop our international presence even more actively.
Despite all the difficulties, we not only preserved the brand but also continued to develop it. This was made possible by our team, our customers, and our belief that Ukrainian business has a future and can be competitive on the global stage.
How La Mare Entered the International Market
At a certain point, we realized that our product wasn’t just appealing to Ukrainian customers. We started receiving inquiries from abroad and realized that La Mare’s aesthetic resonates with women regardless of their country.
Of course, entering the international market had its challenges—from logistics and adapting business processes to understanding the specifics of new markets. But it was precisely these challenges that spurred our growth and opened up new opportunities for the brand’s development.
Dubai – the next stop on the map
La Mare’s arrival in Dubai was entirely natural. We’ve always had many customers from the UAE, and we saw consistent interest in the brand from this region.
Dubai is a city where beach season lasts practically all year round, so our product is particularly relevant there. Over time, we realized that demand for La Mare far exceeded online orders alone, and this became a natural step for the brand’s development in this market.
Which collections are available in Dubai
Dubai features a mix of our most successful swimwear styles from various collections. Our products can be found at the Leo Beauty Club salon. We don’t adhere to the concept of a “specific year’s collection,” as many La Mare styles have carryover status. They are so successful and popular with customers that they return season after season.
For Dubai, we’ve selected the most striking styles that best reflect the brand’s DNA and enjoy consistent demand. In addition to swimwear, our collection also features our biflex clothing line and beachwear, which perfectly complement a resort wardrobe.
We didn’t have to radically adapt the product for this market, as customers in Dubai also value quality, a flawless fit, and feminine design—the very foundations of La Mare.
La Mare’s Plans for the Middle East
We see great potential for La Mare’s growth in the Middle East. For us, this is a strategically important market where our product is relevant practically year-round.
Over the next one to two years, we plan to strengthen the brand’s presence, expand partnerships, and introduce La Mare to even more customers in the region. Our main goal is to establish ourselves as a recognizable international premium brand while maintaining the high product quality and unique aesthetic that our customers choose us for.
We believe this is just the beginning of our growth in the Middle East, and we see significantly more opportunities for the brand there in the future.
What La Mare will look like in 2030
By 2030, we envision La Mare as an international brand represented in the world’s key resort markets. At the same time, it is extremely important for us to preserve what it all began with: attention to detail, high quality, and a love for feminine beauty.
We want La Mare to be associated not only with swimwear, but with an entire philosophy of resort wear—from swimwear to leisure and travel clothing. At the same time, we do not strive to be the biggest. Our goal is to be the brand women choose for its impeccable fit, recognizable style, and the sense of confidence our products provide.
And speaking of a personal dream, I would very much like to one day realize a full-scale La Mare project on one of Dubai’s famous beaches—to create a space designed in the brand’s style, where every detail, from the lounge chairs to the atmosphere, reflects the aesthetics and philosophy of La Mare. For me, this would symbolize that the brand has reached a whole new level of international growth.
I hope that in 2030, we will still be creating things that women love and keep coming back to.
La Mare isn’t the only Ukrainian brand that continues to move forward despite the war. But the story of how a local swimwear brand makes its way to the shelves of Dubai speaks to more than just success. It shows that Ukrainian products are competitive. And the world is taking notice.
