Beko Charts Ambitious Retail Expansion Across Georgia with New Multi-brand Stores

Beko has revealed plans for a significant expansion across Georgia. As part of its strategic growth, the company intends to introduce multi-brand stores throughout the country. The news comes directly from Mehmet Melek, the General Director of Beko, who shared these developments with "Business Partner".

Elucidating the company's new direction, Melek said, "We are strategizing to expand our network by developing a mixed store concept. This means that our new stores will house all the brands we represent, including Beko, Arzumi, Ozdilek and others, under a single roof."

Furthermore, Beko is preparing to incorporate the Indesit brand into its network, which is another exciting addition to look forward to. Melek explained that the company's transition towards larger, multi-brand stores would be a gradual one. "Creating a new brand, defining a fresh concept, designing a new logo; all these entail a significant investment of time and resources. We estimate this process to take anywhere between one to two years," he added.

At present, the mixed stores function under the Beko brand name, but the future holds a different plan. The company aspires to rebrand these stores, granting them a unique identity, making them larger and more diverse in terms of product offerings.

Highlighting the specifics, Melek noted, "We aim to inaugurate a mixed store in 'Gori Mall' by the end of the year. The investment details are still under negotiation and would depend on the store size."

Earlier this year, the company opened new branches in Zugdidi and Akhmeta, with a total investment of 500,000 GEL for these two projects. As Beko strides towards a more expansive, diverse, and consumer-centric retail experience, Georgian shoppers have much to anticipate.