Foxtrot, one of Ukraine’s top retailers in electronics and home appliances, has taken a groundbreaking step by launching a nationwide accessibility program tailored for individuals with hearing impairments – becoming the first in its industry to do so at scale.
The initiative, known as “Barrier-Free Foxtrot”, is designed to ensure equal access to customer service for the deaf and hard-of-hearing communities, apnews.com reports. As part of the rollout, Foxtrot has introduced on-demand remote sign language interpretation both in physical stores and online, significantly enhancing communication for customers with auditory challenges.
- “Our mission is to create an inclusive shopping experience that leaves no one behind,” said Oleksandr Fredir, a member of Foxtrot’s corporate social responsibility team. “Accessibility isn’t a buzzword – it’s a basic human right.”
Foxtrot plans to further scale the initiative nationwide, positioning itself as a leader in inclusive retail.
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Foxtrot launched its Barrier-Free initiative in mid-2023, with full-scale implementation continuing through 2024. The program currently operates in 30 stores across 14 Ukrainian cities and includes full sign language interpretation services both in-store and online. Staff have received training in inclusive communication, and more than 300 consultations are provided monthly. In 2024, the retailer also began redesigning stores for improved physical accessibility – including wheelchair-friendly service zones and tactile navigation. Upgraded locations include Odesa, Bila Tserkva, Ivano-Frankivsk, and Zaporizhzhia.
The project has received multiple honors, such as:
- Best Inclusive Approach, UCXE Awards 2024 – Silver;
- Society Category, Partnership for Sustainability Award 2024 (UN Global Compact Network Ukraine) – Silver;
- Diversity & Inclusion, HR Brand Ukraine 2024 – Gold;
- Business Without Barriers (initiative of First Lady Olena Zelenska) – Special Distinction.
