Lumier's Chimney Cake, a Georgian trdelnik brand, has no plans to increase prices this year. Co-founder Emil Kurbanov told BM.GE that despite regional instability and various business pressures, the company does not see any need for price adjustments and intends to maintain current rates through the end of the year.
“We have not changed our prices. Unfortunately, in Georgia, it often happens that any tension in the region immediately becomes a reason for price increases. However, this is not always justified. If the cost price of a product is not directly affected, we believe businesses should act reasonably. At this stage, we see no need to raise prices, and I am confident that we will keep the same prices for customers throughout the year,” Kurbanov said.
Currently, Lumier’s products are priced between 10 and 16 GEL. The company employs 30 people in the local market but does not plan to open new branches or introduce major developments in Georgia this year.
According to Kurbanov, sales were negatively impacted by the outbreak of war in the region, a decline in tourist arrivals, and unfavorable weather conditions, which delayed the start of the season.
“The beginning was very difficult when the war started, because it hit tourism and sales dropped. Then the weather caused delays — the Lisi Lake season usually begins in early April, but this year it practically started only now, in May,” he explained.
Despite the challenges, Kurbanov says the current trend is positive. Customer interest in new products has increased, especially in their latest offering — chimney cake with Biscoff cream, which has been well received and gained strong demand on the Georgian market.
Lumier’s Chimney Cake first appeared on the market in 2018. The founders started the business with a minimal investment of just 300 GEL.
