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Osnovy, a Ukrainian publishing house, is shifting its strategy under the new leadership of Maxim Vyshnevsky. The company was previously focused on international sales and had around 300 stores in Europe and North America stocking their books. However, with the rise of independent bookstores in Ukraine, Osnovy is now prioritizing partnerships with these smaller retailers.
Vyshnevsky aims to expand beyond the current 100 stores stocking Osnovy’s publications and has a growing customer base that skews young, with around 85% between 18 and 35 years old. He believes that publishing books on Ukrainian culture and history can help build the nation‘s future.
Osnovy’s success was partially driven by the 2014 Euromaidan Revolution, which attracted international attention to Ukraine. The company began publishing stylish photography and art books in English for the first time, which proved popular abroad. One of their most well-known publications is “Decommunized: Soviet-Ukrainian Mosaics,” which deals with Ukraine’s Soviet and independent identity.
Vyshnevsky plans to publish a new edition of this book, taking on a different perspective due to the destruction or removal of some mosaics during the war. He believes that by printing books in English and selling them abroad, they can make their own reflection inclusive and encourage engagement from the Western world.
The company is also preparing to publish modern-day Ukrainian writers, particularly those writing about the war, to meet growing demand. Vyshnevsky stresses the importance of filling a cultural gap caused by 70 years of Soviet rule and making Ukrainian authors available in European languages as Ukraine begins EU integration talks.
Overall, Osnovy’s new strategy under Vyshnevsky’s leadership aims to promote Ukrainian culture and literature, both domestically and internationally, with a focus on building a strong foundation for the nation’s future.