Since entering Georgia, H&M has expanded its network, with its first and flagship store undergoing a complete renovation. The Galleria Tbilisi store now features modern design, smart technology and sustainable solutions creating a vibrant shopping experience. Ricardo Valente Da Conceicao, Sales Market Manager for Türkiye, shares what these changes mean for this symbolic location.
Author: Kakhi Chakvetadze
Since entering the Georgian market in 2017, H&M has expanded to three stores in Tbilisi. How would you evaluate H&M’s journey and performance in Georgia so far?
Tbilisi, with its creativity and culture, is one of those exceptional places where H&M is delighted to be present. We have been in Georgia for eight years, and we are proud of this journey. We began with one store in Tbilisi in 2017, and the strong welcome we received quickly inspired us to expand. Today, we have three stores across the capital, located where customers expect to find us.
Georgian customers have a remarkable passion for fashion, embracing both timeless, durable styles and the latest trends. The capital itself is full of creativity, imagination, and diversity – values that perfectly reflect our brand’s mission and identity.
Most importantly, our greatest strength lies in our people: our amazing, passionate colleagues who bring everything to life every single day.
The Galleria Tbilisi store has undergone a complete renovation. What specific changes have been introduced, and what does this renovation symbolize for H&M and for Georgian customers?
Our stores are at the heart of our business, where customers should feel both comfortable and inspired. Each H&M store is unique and designed with our customers in mind. When we renovated Rustaveli Avenue store, the goal was simple: to create an inspiring and special atmosphere. Our newly designed stores celebrate what we stand for as a brand – innovation, culture, and great fashion for all.
The store at “Galleria Tbilisi” shopping mall has been completely reimagined, modernized, and refined. Covering 2,363 m² across three floors, it now features a refreshed interior with natural tones and a layout designed to elevate the shopping experience. The store has been renovated with a cutting-edge concept, designed to provide customers with the best shopping experience they deserve. It will also operate as a smart store, with RFID technology implemented to help both our colleagues and customers easily locate garments within the store.
Energy efficiency is of particular importance to us. We actively monitor our energy consumption and take action in case of overuse. That is why the renovated store will feature LED lighting and a ventilation and air conditioning system that operates only when needed.
Rustaveli Avenue is not only a symbolic address but also the location of our very first store in Georgia. Reopening this space in a new form highlights our long-term commitment to the Georgian market and reflects our ambition to create destinations that combine fashion, lifestyle, and culture. The renovated store offers an extensive range of collections for women, men, kids, and babies – from everyday essentials to trend-driven pieces. We want everyone to feel welcome, regardless of style, age, or culture, and empowered to express themselves freely. For us, a store is more than just retail – it is a place where fashion meets community.
This reopening also included a Pop-up Café in collaboration with a local coffee shop, influencer and content creator collaborations. What do these partnerships reveal about how H&M wants to position itself in Georgia?
These initiatives reflect our brand’s belief in collaboration, inclusivity and local relevance. We want to be part of the cultural and social life of the communities where we operate. By doing so, we highlight our commitment to authenticity and inclusivity.
Working with local partners allows us to celebrate local voices and talents, while making the positive power of fashion available for everyone to enjoy. It’s also a way to show that H&M is not just about clothes – it’s about experiences, connections, and culture.
What trends or changes in consumer behavior have you observed in Georgia over the past few years, and how is H&M adapting to them?
Consumers in Tbilisi, much like the country itself, stand out for their diversity and individuality. At H&M stores in Georgia, we offer a wide range of collections suitable for different ages, genders, and styles. While our products are designed for everyone, we especially focus on our target customer – the fashion aspirer. We want to inspire people to express their individuality, which is so evident in Georgia. Our fashion and design are very well received, and customers eagerly await the arrival of our collections. While Georgian customers have a strong and unique sense of style, they are increasingly open to and quick in adopting international fashion trends.
Ricardo, you’ve worked in very different markets – from London and Tokyo to South Africa and South America. How do you see the unique opportunities and challenges of managing this region?
My international journey with H&M has taught me the importance of balancing global standards with local relevance. And honestly, that is the beauty of working in such different environments and cultures – you learn something new from each market, and those lessons help you adapt and grow.
This region is also very diverse and dynamic. Customers in Georgia, for example, are highly fashion-conscious and eager for both international trends and timeless essentials.
What has always stood out to me across different markets is that our greatest strength lies in our people. Passionate and dedicated colleagues drive our growth and bring our plans to life.
H&M is testing digital twins and generative AI to showcase fashion. In practical terms, how might these technologies change operations?
At H&M, we have been implementing artificial intelligence (AI) solutions for years across the entire value chain – from supply chain and logistics to marketing, sales, and customer experience. Now we are in the early stages of exploring the use of generative AI in creative processes. AI can empower designers by enhancing creativity, improving efficiency, and providing valuable insights.
Moreover, technology enhances storytelling and creates new ways to connect with customers. After announcing plans to create digital twins of human models in March, H&M released its first set of AI-generated images in July – another exciting step in embracing new technologies. Each AI-generated double is developed in close collaboration with the model, who retains full control over their digital counterpart. Still in its early, explorative phase, this serves as a primary fragment of an exciting, ongoing journey.
What is H&M’s priorities and future plans for development in Georgia? What factors would determine whether H&M expands beyond Tbilisi into other Georgian cities?
We know we are awaited with great anticipation in the places where we might still not be present. For us, expanding into new locations means opening our doors to thousands of customers and offering them a special shopping experience – this remains our main ambition. We stay true to this ambition in the Georgian market as well. Our goal is to make fashion accessible to everyone. Every step that brings us closer to customers is part of this mission, whether that means strengthening our current presence or exploring new opportunities. We are committed to growing our footprint in the Georgian market, making sure we are always close to our customers – whether in stores or online.
