Georgian conceptual brand MAIZEN is entering a new stage of expansion in 2026, focusing not only on business growth but also on deepening its lifestyle-oriented concept. The company aims to develop more experience-driven spaces and strengthen its identity as a modern cultural brand. As part of this strategy, MAIZEN plans to open several new locations in different formats and scales, including a new Matcha Bar on Abashidze Street, which will introduce a contemporary concept linking matcha culture with urban lifestyle.
Alongside physical expansion, the brand continues to grow its lifestyle segment by introducing new products, collaborations, and limited collections. MAIZEN’s long-term vision is to move beyond the traditional café and retail model and position itself as a full-scale lifestyle brand that shapes cultural experiences and sets new standards in the regional market.
A key seasonal highlight is the MAIZEN Easter Collection 2026, which brings together traditional Easter pastry (paska) and Italian panettone with elements of modern art and design. The collection is designed not only as a food offering but also as a cultural and aesthetic experience, reflecting the brand’s focus on storytelling through gastronomy and visual identity.
The Easter line includes both classic and premium products. Standard Georgian paska is priced at 65 GEL, while a special edition with textile packaging and branded gift elements costs 105 GEL. The panettone line starts at 80 GEL and reaches up to 165 GEL, with the pistachio version being the most expensive item in the collection. According to the company, slight price increases are mainly driven by rising costs of raw materials and production, including higher supplier prices across the industry.
Despite the price adjustments, demand for MAIZEN’s Easter products remains strong. Sales began on March 16 and have already seen significant uptake through pre-orders and corporate clients. The company notes that limited availability of certain items, including parts of the chocolate line, has further increased interest in the collection. The Easter packaging and visual identity were created in collaboration with Georgian designer Sofio Gongliashvili, while the gastronomic concept was developed by pastry chef Irakli Kakhidze, who designed exclusive panettone recipes for the brand.
