The history of Veta

The nineties. A riot of colors and an asymmetrical cut take the place of the constrained Soviet style. Along with the desire of thousands of women to dress nicely growing popularity of needlework clubs emerges. The first Burda Moden magazines appear in Estonia.

It was then, that Svetlana Chekanova, the future founder of the Veta brand, started playing with the idea to create clothes not only for herself but for others as well. Her fashionable ideas were destined to become reality in 1994.

In 2004, Dmitry, the son of Svetlana, engaged in technical development of production. Under his leadership, new knitting equipment was introduced. Since then, Veta manufacturing has been fully transferred to computer-controlled knitting machines.

Later Svetlana’s daughter Olga joined the family business. Currently, she is engaged in the development of Veta brand stores chain.

(Photo: Svetlana with her daughter, the extreme left).


1994 – A small family company dealing in fashion clothing was born.

1996 – The style must have a name: the Veta brand sees light for the first time with the first branded clothing store opening its doors.

2011 – fifth Veta store is opened in Tallinn.

2012 – Veta expands the boundaries: brand products are now sold in Mexico.

2013 – Veta becomes a fashion sensation: the brand is presented at the “Fashion Industry» exhibition in St. Petersburg (Russia).

2015 – Veta opened the first official store in St. Petersburg, in the Great Gostiny Dvor.