2025 was a defining year for Elite, marked by significant developments, large-scale transformations, and successful partnerships. Throughout the year, the company took a number of important steps in regional expansion, brand development, and international collaboration.

“One of the most notable highlights was the opening of our new branch in Telavi, which now welcomes customers at a completely new location. With a new concept, an updated product assortment, and enhanced service standards, the branch represents an important milestone in Elite’s regional growth. These changes have further increased the company’s accessibility across regions. We offer our loyal customers a modern, comfortable, and renewed space, enabling them to enjoy a truly unique customer experience,” said Elite’s CEO, Lado Jobava.

In 2025, Elite also completed the transformation of its Gori and Rustavi branches, which became an important part of the company’s rebranding process. The updated concept, visual identity, and customer-centric environment underline a new stage in Elite’s development.

The year was also particularly significant in terms of international partnerships. Together with two of its largest partners - the Slovenian brand Gorenje and the Japanese brand Hitachi - Elite celebrated years of successful collaboration through large-scale events and conferences. One of these partnerships has exceeded 20 years, while the other has surpassed 10 years, once again reinforcing Elite’s position as a reliable and strong partner.

“Elite’s strategic objective is to further strengthen the representation of high-quality, distinctive, and exclusive international brands in the Georgian market. Within this approach, we continue to expand our portfolio, gradually introducing more unique and high-standard brands to Georgia. This vision led to another major milestone at the end of the year - Elite signed an exclusive agreement with one of the world’s leading technology brands, Haier. This partnership will enable us to unlock new opportunities, strengthen our portfolio, and offer our customers an even wider range of choices,” added Lado Jobava.

Over the past year, Elite has once again demonstrated its readiness for growth, transformation, and further strengthening of its leadership position in the market. As a result, the brand is entering 2026 with even more ambitious and large-scale plans.

(Ad)