Georgia’s furniture market is becoming increasingly competitive as imports continue to grow, making it harder for retailers to increase prices or maintain sales, according to Giorgi Dabrundashvili, General Manager of Ashley HomeStore Georgia.
Speaking on Real Estate Prospect, Dabrundashvili said consumer purchasing power has not kept pace with market expectations. He noted that buyers have become more informed and price-conscious, often opting for locally made furniture instead of paying a premium for international brands, while choosing to spend the savings on travel or personal development.
He added that premium and luxury furniture brands have been hit the hardest by changing consumer behavior and rising competition. As a result, furniture prices have largely remained stable, or even declined in some cases, despite higher import volumes.
Official data shows Georgia imported $37.6 million worth of furniture in the first four months of 2026, up 13% year-on-year. Turkey remained the largest supplier, followed by China and Italy, while furniture exports rose 45.8% in value to $3.2 million, with Armenia remaining the largest export market.
