{"id":28162,"date":"2026-04-21T03:35:50","date_gmt":"2026-04-21T03:35:50","guid":{"rendered":"https:\/\/westernbid.com\/%d0%b1%d0%b5%d0%b7-%d0%ba%d0%b0%d1%82%d0%b5%d0%b3%d0%be%d1%80%d1%96%d1%97\/ruslan-kyryk-upstream\/"},"modified":"2026-05-05T15:26:47","modified_gmt":"2026-05-05T15:26:47","slug":"ruslan-kyryk-upstream","status":"publish","type":"post","link":"https:\/\/westernbid.com\/en\/case-studies\/ruslan-kyryk-upstream\/","title":{"rendered":"Ruslan Kyryk: The history of Upstream company"},"content":{"rendered":"\t\t
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Printing original prints on plywood, canvas, photo wallpapers \u2014 the company is capable of satisfying the tastes of the most discerning clients. The paintings created by the company always make a wonderful addition to the decor of any home.<\/p>\n\n

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How it all began<\/h2>\n\n

For Ruslan, the start of his printing activities became the brightest and at the same time quite difficult period of his life. One day in January 2017, a friend called the entrepreneur and proposed to buy a business focused on the Ukrainian market. The friend was transitioning to Etsy, meaning he was more focused on foreign customers, and could no longer sustain both directions at a decent level.<\/p>\n \n

Ruslan was inclined to refuse. The day before, he had hurt his leg and could barely move around on crutches even at home. However, two days later, he agreed \u2014 he met with his friend, they made a deal, and shook hands.<\/p>\n\n

\n \u201cThe first month I worked alone. I handled everything: from receiving orders to printing and post-processing. It was very difficult. I ran around the table, processed the material, and then rushed to the printer to start printing. And all this on crutches! I had no experience in printing, because I was involved in a completely different business before. There were many problems. Clients were angry and dissatisfied, sometimes even resorting to insults. But, fortunately, everything started to improve afterward.\u201d\n <\/blockquote>\n\n
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Shop on Etsy<\/h2>\n\n

Ruslan started conquering Etsy practically from the day he bought the company. The first order was dated January 21. Interestingly, the same client was making purchases every two weeks. He could have bought everything in one order, especially since the sizes of the canvases were the same, but for some reason, he decided to buy in three separate units. The entrepreneur still remembers this client\u2019s name \u2014 Cameron Pasik<\/strong>.<\/p>\n\n

Sales began with prints applied to canvases. These paintings were created through trial and error: an image was chosen on a photo table that looked promising, then this image was printed in various versions.<\/p>\n\n

\n \u201cWe did it without any analysis. At that time, we didn’t understand the US market at all. We simply took conditional categories: nature, cars, sports \u2014 and tried them in different colors, shapes. For the first year, we didn’t even have a dedicated designer. And we were still not very familiar with Photoshop.\u201d\n <\/blockquote>\n\n

About half a year later, the first original layouts appeared. Then, there was an early version of the world map, which later turned into a quite popular product. The team began to look more carefully at what people liked, which colors they preferred. Over time, a designer was even involved, although now she physically cannot keep up with the tasks \u2014 the company has ten working shops<\/strong>, each with very different specifications.<\/p>\n\n

\n \u201cThe last shop we launched this week (end of January 2023 \u2014 ed.) \u2014 and this is not a spontaneous decision like \u2018I want to open it now, and then we\u2019ll figure it out\u2019. No, we carefully prepare for the opening: creating descriptions, banners, logos, preparing materials, cutting listings. When everything is ready, we make a decision in one day and only then open the shop.\u201d\n <\/blockquote>\n\n

All the information for such a newly created site is uploaded completely within a day. As for products, they are added gradually, 10\u201320 items per day. Interestingly, for the team, the opening date of a shop is not when the first listings appear online, but when they reach at least 150. Usually, sales start from this number.<\/p>\n\n

\n \u201cOur record was six months ago \u2014 it took only four days from launch to the first order. On average, in the first month, we get three to four orders, and then the number gradually starts to grow. Previously, it developed faster. Shops proved their worth in just three to four months: they became fully functional, broke even, and started generating profit. Now, it takes up to half a year.\u201d\n <\/blockquote>\n\n

Currently, Upstream works with three directions. The first \u2014 products from plywood<\/strong>. Clients usually choose from what is available. Rarely do they have to come up with custom orders.<\/p>\n\n

The second \u2014 printing on canvas<\/strong>. One picture, due to the difference in aspect ratios, exists in 20 different sizes. As a result, the team has to manually create cardboard packaging for each new canvas \u2014 buying them in advance is economically unfeasible.<\/p>\n\n

The last \u2014 production of photo wallpapers<\/strong> on three different materials: on self-adhesive film called Oracle, on wallpaper base, and on self-adhesive wallpaper.<\/p>\n\n

\n \u201cPeople are looking for wallpapers that are easy to glue. For this purpose, there are self-adhesives. You can stick them yourself, just minimally prepare the wall. No need to even invite a specialist.\u201d\n <\/blockquote>\n\n

From year to year, the demand for products changes. For example, canvases sold very well before. They were sold so quickly that the team couldn\u2019t keep up with replenishing the range. The peak of sales was at the beginning of the pandemic. Now, orders for canvases have drastically decreased. According to Ruslan, the high cost of services plays a significant role \u2014 to send an order to the States via express shipping for a canvas, you will have to pay $900 or more. However, photo wallpapers, which in rolled-up form don\u2019t take up much space, are in trend<\/strong>, precisely because they are convenient for express shipping.<\/p>\n\n

However, there are some inconveniences in the work. They are related to the specifics of the products, or rather, to copyright issues regarding prints. Despite the fact that Upstream develops many of its own layouts, filling the shop completely with their designs is impossible. The company still uses images from photo stocks, trying to take on general themes without images of personalities or movie characters.<\/p>\n\n

In 2017, there was an incident when the company used an image of a Japanese-style tree. It turned out that the copyright belonged to a Finnish firm. Due to oversight, they had to pay 2000\u20ac<\/strong>. It was a crazy yet valuable lesson, after which Upstream hired its own designer and the team began exploring niche markets.<\/p>\n\n

\n \u201cThe team is really tired of me entering rooms saying: \u2018You won\u2019t believe it, but I came up with something.\u2019 They just run into other offices because they know there will be experiments \u2014 with paints, materials, and everything imaginable.\u201d\n <\/blockquote>\n\n

Most of the expenses in Upstream are invested in experimentation. For example, instead of regular paints, the company now uses oil-wax<\/strong>. One liter costs about three to five thousand hryvnias. After numerous trials, the team settled on the highest quality, certified material from European countries, which Upstream has been using for the last two years.<\/p>\n\n

\n \u201cThe quality and safety of materials are very important to us. We are planning to launch a children\u2019s line, and unlike top Ukrainian manufacturers, we do not intend to use the cheapest paint for coloring plywood. Such carelessness is nonsensical \u2014 it\u2019s chemistry. What if a child develops an allergy or some other reaction? With tested oil-wax, I know exactly that the child will be safe, even if they chew a piece of plywood.\u201d\n <\/blockquote>\n\n
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After February 24<\/h2>\n\n

The morning of February 24 started with calls from friends. Ruslan lives in Akademmistechko, and his windows face Irpin, Bucha, and the Hostomel airport where everything began. The primary task was to ensure his family\u2019s safety. The team dispersed across Ukraine. Ruslan was in Ternopil region, Oleksiy in Khmelnytskyi, and Mykyta stayed in Kyiv.<\/p>\n\n

All shops, both on Etsy and the Ukrainian market, stopped. But in mid-March, friends began to persuade Ruslan to gradually resume work. The final argument was a call to Western Bid<\/strong>.<\/p>\n\n

\n \u201cWhat surprised me was not just that they answered the phone, but that the guy who answered, with a calm voice like Ar\u00e9stovich, said: \u2018We are doing well. New realities, new requirements, but we are working\u2019.\u201d\n <\/blockquote>\n\n

The first shop resumed operations on March 23. Manufacturing was labor-intensive, considering the team worked separately. They started with photo wallpapers, printing even in Chernivtsi. Travel to production was required every two or three days from Ternopil region.<\/p>\n\n

\n \u201cThe most interesting thing was that I didn\u2019t understand where the orders were coming from. They came from Kyiv, Khmelnytskyi region. We printed them in Chernivtsi and packed directly on the floor of a removable apartment in Ternopil region. It was terrible! When I first took an order to Ukrposhta in Zalishchiky, the staff there were trembling with surprise, because the shipment was worth 10-15 thousand hryvnias.\u201d\n <\/blockquote>\n\n

By summer, the team returned to Kyiv. Difficult times prompted Upstream to develop \u2014 the idea of self-adhesive wallpapers<\/strong> was implemented, allowing to reduce logistics costs.<\/p>\n\n

\n \u201cI don\u2019t know what\u2019s connected to, but when everything is good, we don\u2019t develop. I even calculated that since buying the company, I\u2019ve only had 17 months without force majeure… Only 17 months of peace, although the company exists for six years.\u201d\n <\/blockquote>\n\n
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Western Bid<\/h2>\n\n

The first year working with Western Bid was quite difficult for Ruslan due to constant rule changes, which were hard for a beginner to accept. But now, Upstream easily adapts to innovations and constantly develops together with the partner.<\/p>\n\n

\n \u201cWe use Western Bid\u2019s services, probably, at 80-90%<\/strong>.\u201d\n <\/blockquote>\n\n

The most helpful and lifesaving for Ruslan is express shipping<\/strong>. The team tried different services (FedEx, UPS, DPD, Consolidation), but now the main one is Nova Poshta Global<\/strong> via Western Bid.<\/p>\n\n

\n \u201cWhat else I\u2019d like to note: Western Bid always answers calls, always helps out. \u2018We don\u2019t know, we can\u2019t help\u2019 \u2014 that\u2019s not about them. Usually, they say: \u2018Give us some time, we will call you back\u2019. If more complicated questions arise beyond their competence, they will still definitely advise where to turn. But until now, I have no example where Western Bid didn\u2019t help us.\u201d\n <\/blockquote>\n\n
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Conclusion about Western Bid\u2019s role<\/h3>\n

The experience of Upstream confirms that Western Bid<\/strong> is a foundation for scaling Ukrainian manufacturing:<\/p>\n

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  • Reliability in chaos:<\/strong> A calm and confident support response in the first months of the war became an incentive for Ruslan\u2019s entire business recovery.<\/li>\n
  • Flexible logistics:<\/strong> Providing access to express shipping helps offset the high cost of shipping large items (like canvases) by switching to more profitable formats (photo wallpapers).<\/li>\n
  • Partner support:<\/strong> Western Bid team\u2019s willingness to support clients even on issues outside their competence makes them a full-fledged back-office for exporters.<\/li>\n <\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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