Golden Brand Winner Continues to Shape Modern Home Living in Georgia
Since opening its first store in the Georgian capital city of Tbilisi in 2005, Super has become one of the country’s leading homeware and accessories retail chains, bringing together more than 100 international brands and over 20,000 products under one roof. Alongside globally recognized names the company has also successfully developed its own production line, creating collections tailored to Georgian taste and lifestyle.
Thank you for reading this post, don't forget to subscribe!Today, Super stores can be found in Tbilisi, Batumi, Kutaisi, Rustavi and Gori, while its products are distributed throughout Georgia. Known for its diverse product range, distinctive store atmosphere and inspiring seasonal collections, the brand continues to set standards in Georgia’s home and lifestyle market.
Following its first-ever Golden Brand award in the category “Homeware and Accessories Chain” we spoke with Nia Markozia, HR Manager at Super, about the company’s journey, philosophy, customer experience and future plans.
Q. Super began its journey in 2005 with the opening of its first store in Tbilisi. How do you remember those early days and what were the main challenges at the time?
A. Our first steps coincided with a period of major and exciting changes in the country. We were not only part of this transformation but, in our segment, also contributors to it – setting a new standard in the homeware industry.
At that time, Super introduced a new concept to the Georgian market: international brands, high product quality, a wide assortment and a non-traditional visual approach. This was something new for customers, so the main challenge was to bring people closer to this concept, share a different home-living experience and build long-term trust.
Gradually, consumer culture evolved. People began to think not only about basic needs but also about aesthetics, quality and functionality in their homes. Our products helped create a new experience and connected Georgian consumers with European quality and a modern lifestyle. Even today, our mission – to be a source of quality and trend awareness – remains the driving force of the company.
Q. Today, Super is a multi-brand retail chain with over 100 brands and more than 20,000 products. How did you manage to build such a diverse portfolio?
A. Our goal has always been to make Super a space where home furnishing becomes a complete and enjoyable experience. That’s why we focus on balancing the product range: on one hand, practical everyday items that simplify daily routines, and on the other, aesthetic and emotional products that bring comfort and beauty to the home – catering to everything – from daily living to special festive celebrations.
It is also essential that customers have full freedom of choice in every category – whether in design, material, or price segment – while maintaining strict quality and safety standards.
Product diversity is achieved through constant market research, identifying needs, trends, and innovations, and responding to them quickly. Strong relationships with both existing and potential partners allow us to maintain a rich portfolio not only in quantity but also in variety and depth.
At Super, we continuously create an interesting combination of innovative new products and long-established, trusted brands. This ensures that every visit is inspiring and that customers remain loyal and connected to our brand.
Q. Your stores feature many well-known international brands such as Luminarc, Bormioli, Pyrex, Brabantia, RCR, Zwilling, Amefa and TVS. How does cooperation with such brands begin and what does exclusive representation mean in the Georgian market?
A. Cooperation usually starts with a clear strategic approach: entering a new category, expanding an in-demand assortment, or establishing contact with globally recognized brands.
Initial communication is only the first step. The following stage is based on evaluating brand credibility, product diversity, innovation level, and production quality. We also carefully assess how compatible the brand is with the Georgian market and Super’s standards.
Over time, our portfolio has grown to include many globally recognized brands, allowing us to bring high-level European experience to Georgian customers.
Our exclusive partnerships are a strategic advantage for us. They allow us to offer unique products available only in our stores. Our strong market position in Georgia also makes us a reliable partner for international brands.
Q. Super also has its own production line. When and why did you decide to develop this direction?
A. The idea of developing our own production came from the desire to create products tailored specifically to Georgian needs, preferences and context. What started with porcelain tableware has now expanded into multiple categories – textiles, decorative accessories, glassware, and more.
Among customers, products with Georgian themes and designs are especially popular. These items are created with unique author designs and are appreciated not only locally but also by international customers as modern interpretations of Georgian culture.
Q. Super is known for its comfortable and friendly store environment. How is this atmosphere created and how important is the emotional shopping experience?
A. Creating a comfortable and pleasant physical environment is a top priority for us. Store layouts are designed to make navigation easy, with logical grouping by category, function and brand.
We also create inspirational corners where products are presented as complete lifestyle concepts, helping customers visualize home decor ideas rather than just individual items.
Equally important is our team. Employees play a key role in creating a welcoming atmosphere, assisting customers and providing professional advice. This builds trust and long-term relationships.
Q. What is your vision for the future? What are Super’s plans for development, new collections and potential new markets?
A. Following global trends, innovating in the local market, continuously evolving and ensuring accessibility for every customer are part of our identity.
We already have several exciting projects planned that will further strengthen Super’s position in the Georgian market. Alongside innovation, our priority remains unchanged: maintaining the trust and quality we have built over the years.
Our goal is for Super to remain a place where people find not only products for their homes, but also reliability, inspiration and experience.
