The probability of the global brands to leave the Georgian market due to pandemic crisis and closed borders, impacting import has become the motivator for the establishment of the first Georgian casual clothing brand for men – MONTI.
“For over two years I have been running the leather accessories brand Grance, offering belts, wallets, and bags for men. I always wanted to expand the men’s direction and offer the full range. The global pandemic accelerated this business idea, as I realized that the importance of local production would increase, as restrictions would be imposed on import and some brands would leave the market, requiring replacement,” said Tengo Kazishvili, founder of MONTI.
Kazishvili himself is working on the style of MONTI. As he said, while entering different showrooms in Georgia the only thing men were offered were unisex hoodies. “The free niche was obvious. In addition, while meeting with company representatives in my dailiness, I always wanted them to wear my clothes,” he added.
In the first stage, Kazishvili invested up to GEL 10 000 in MONTI and in the next period reinvested the income. Pursuant to him, the clothing of his brand is for men who choose a sophisticated style in their everyday life.
According to Kazishvili, the competitive advantage of MONTI is high quality, as well as reasonable prices for the Georgian market and its style. “Moreover, our collections come in limited quantities and then not repeated, this can also be considered as an advantage,” Founder of MONTI told.
MONTI which is currently presented at a showroom on Paliashvili Str., Tbilisi, soon plans to open its first official store. “We will add a women's line for our spring collection and from 2021 we will start working on exports,” Kazishvili told BM.GE.
