Georgian skincare brand Elma, known for its focus on men’s cosmetics, is planning to launch its own stand in Gldani Mall by the end of 2025. Founder Mako Makharoblidze told BM.GE that the move has been part of the company’s long-term strategy, but the lack of available space in the mall delayed the process. The brand is currently awaiting the release of a suitable location, aiming to secure a spot on the first floor.
Makharoblidze emphasized that representation in Gldani Mall is a priority. “Malls are so crowded that it is quite difficult to find free space. We had a recent meeting with a representative of Gldani Mall and are now waiting for feedback,” she said. The brand views the stand as an important step in increasing accessibility to its products and strengthening its presence in Tbilisi.
Currently, 90% of Elma’s products are men’s hair care items, while the company has plans to expand its women’s line and introduce new offerings. The products are sold in the branches of the pharmacy chains in Tbilisi. Plans to expand to Batumi have been temporarily postponed due to resource limitations. The brand also intends to participate in the annual New Year exhibition-sale in Karvasla, a key platform for direct consumer engagement.
Regarding pricing, Makharoblidze noted a slight increase of about 5%, not due to raw material costs but to packaging expenses. Despite market challenges and infrastructural limitations, Elma aims to broaden its reach and provide quality personal care products to a wider audience, reinforcing its position in the local cosmetics market.
