Wishlist, one of Georgia’s largest importers of European children’s products, has announced a price reduction of 10–15% across its assortment compared to last year. Company founder Salome Kutateladze told BM.GE that the decision reflects the company’s strategic shift toward increasing market share by lowering profit margins.
“We reduced prices in order to expand our market share. We currently have a decrease of about 10–15%. As for sales, we are seeing growth, although I cannot specify the exact percentage yet,” Kutateladze said. She noted that the move has already helped attract more customers, signaling positive momentum for the brand.
Wishlist has also added a new exclusive brand to its portfolio - Tooky Toys, a line of educational wooden toys based on Montessori principles. The products are designed for various age groups and offered as gift sets, expanding the company’s range of developmental and learning-oriented toys. According to Kutateladze, Tooky Toys is available in Georgia exclusively through Wishlist.
Operating since 2015, Wishlist.ge offers more than 50,000 children’s products on its platform and maintains a widespread physical presence with 10 branches across Tbilisi and the regions. The company says its strategy of competitive pricing and brand diversification aims to strengthen its position as a leading retailer in the children’s goods market.
