“Following the demand from our customers we decided to open our first stores in the Georgian towns of Rustavi, Zugdidi and Telavi,” said Nana Chitava, the Director of Bebe +.
As of today there are eight stores of Bebe + in Georgia’s capital city Tbilisi, two in the Black Sea region town of Batumi and two in the third largest city of Georgia – Kutaisi.
Bebe + provides clothes for children from 0 to 15 years. The clothes are imported from Europe as well as from Asia and are all original brands.
Prices start from GEL 8 for a shirt, GEL 20 for trousers, and GEL 15 for a dress. The maximum price in Bebe + stores is GEL 55 – for shoes and special dresses.
About 200 customers visit Bebe + stores every day.
Today, all the leading brands that produce children’s clothes can be found under the roof of a single store – Bebe +, which has cemented itself as the leading children’s clothing store in Georgia.
The dynamic development of Bebe + which today is recognised as the No1 brand in its segment by the Golden Brand awards, started 18 years ago when two sisters Nana and Inga Chitava started this business with a seven square meter store in Bazroba (a big open air market in Tbilisi).
In that little space there was everything – a trading table, coloured laminate walls, bubbles, a logo. The space was decorated in such a way as to catch the eyes of children.
“Even today when Bebe + is represented by several stores I still am involved in every small detail. This might be related to the decoration of the shop window or the music that is played at our stores,” said Chitava.
Success in the childrenswear market means understanding the industry and your place in it, believes Chitava. She says hard work and an honest approach to “the most sincere customers” (children) will never escape attention. In her words, it is exactly this that has brought the Golden Brand award to the company.
“The main advantage of Bebe + is that we are a customer-oriented brand. We try to make all of our offers, products and campaigns tailored to customers. Bebe + is a network of stores that represents numerous children’s clothing brands. Thanks to our sincere policy and particularity, we have gained much love from our customers,” said Chitava.
While talking about the success of her brand Chitava does not forget about the cohesive team of Bebe +.
“They are very loyal,” said Chitava. “They love the brand, their work, children, and everything that they do. I appreciate their attitude towards my business, which has become our business already,” she said.
Q. You have been operating on the Georgian market for 18 years already. You started from almost zero and have now turned into one of the most dynamically developed companies in Georgia. What are the challenges facing Bebe + today in continuing its dynamic development?
A. The main challenge today is the banking regulations on responsible lending practices that came into force on 1 January, 2019, and the constant fluctuation of the Georgian national currency Lari against foreign currencies.
Also, another challenge is increased emigration.
I would wish for these problems to become balanced out in the future.
In general, I can say that despite the challenges we have faced over the years, Bebe + is managing to achieve its goal and increase sales, and is therefore experiencing growth.
I would also be glad if customers started thinking about supporting local, Georgian businesses. Our income and profit would then remain in our country, and go into the budget. Foreign businessmen take their profit from Georgia to their countries. Just think about it.
Q. How competitive is the Georgian market today?
A. The competition is quite high here and such a competitive environment is the reason for all brands’ efforts to offer customers only the best products and best service.
Despite the fact that we are competing with world famous children’s clothing brands in Georgia, I can say that there is a healthy and balanced competitive environment.
However, a brand that is development-oriented can never be satisfied with what it has achieved. We hold quite a good share of the market but of course we will work harder to achieve more.