Georgia’s small market remains the main obstacle to attracting major international brands, according to Rezo Maghalashvili, director of Sinomi Group. He said some global brands require a market of at least 2 million people and GDP per capita above $15,000 before considering entry.
Georgia’s GDP per capita is currently around $11,000, but rapid economic growth is gradually increasing international interest. Sinomi Group is currently in talks with three global category leaders that could enter the Georgian market from 2028.
Maghalashvili said rising purchasing power and increased spending by non-residents are making Georgia more attractive to premium and luxury brands. Sinomi Group itself focuses on mass-market retail and currently represents 20 brands through around 60 stores, while also seeing growth in the premium mass-market segment.
He added that Sinomi’s international presence in seven countries strengthens its case when negotiating with global brands, as it can offer potential partners access not only to Georgia but also to Armenia, Azerbaijan, Uzbekistan, Kazakhstan and other regional markets. This, he said, could increase the chances of bringing the three brands to Georgia in 2028.
