From Baku to Tbilisi and from acrobatics to sales — this was Radik Asgarli’s journey before becoming the CEO of Kontakt Home, one of the largest consumer electronics retail chains in the South Caucasus. Asgarli is shaping a bold new vision for the company, setting a different standard for customer relations, and sharing details about future plans with Forbes Georgia.
Author: Kakhi Chakvetadze
Radik, tell us about your experiences. How has your journey so far influenced your life and career?
I was born in the small Azerbaijani town of Kurdamir. In my youth, sports played a major role in my life – I earned the title of Master of Sport in acrobatics. However, life is full of surprises, and an injury forced me to end my athletic career.
But I didn’t stop there. At the age of 15, I discovered breakdancing, which became a new form of self-expression and creativity for me. That experience taught me one of life’s greatest lessons: every ending can be the beginning of something new.
Later, my years of service in the Azerbaijani National Army strengthened my sense of discipline, teamwork, and faith in the future. During my student years, I worked in many different jobs — as a waiter and as an electronics salesperson in a hypermarket. I never imagined that one day I would end up in business, let alone as a CEO. I once dreamed of becoming an actor or a professional athlete.
Today, leading Kontakt Home, I bring together all those experiences — creating a company that offers not just products, but comfort, inspiration, and the fulfillment of dreams for our customers.
Who or what has had a significant influence on your professional journey?
Throughout my life, the examples and support of successful people have always inspired me. Yet, the greatest source of motivation has always been hard work – the belief that effort opens the door to success.
Outside of business, my biggest inspiration is my family. I’m a father of two daughters who give me daily motivation to move forward. When I need to recharge, I play tennis. I started just a year ago, but it’s more than a sport to me – it’s a way to strengthen discipline and resilience, two qualities that every leader needs.
What experiences and challenges helped you define your career?
After graduating from the Kyiv National University of Economics with a degree in Marketing, my first professional experience was at the VITEK hypermarket, where I sold home appliances and electronics. At the time, I dreamed of becoming a merchandiser – it seemed like the perfect job. But I was wrong. When I was promoted to sales manager, I realized how fascinated I was by the world of electronics, a field that ultimately shaped my career.
How did you end up joining Kontakt Home?
Years ago, I joined the head office of Kontakt Home, first as a category manager. After overcoming many challenges, I eventually became the commercial director. In 2021, I was offered the opportunity to lead Kontakt Home’s expansion into Georgia, and that same year we opened our first store in Tbilisi.
How was the transition, and what were your first impressions of managing operations in Georgia?
At first, I thought I knew Georgia well. We’re neighboring countries, after all, and expected few challenges. But soon I realized that Azerbaijan and Georgia differ significantly in culture and business style.
We had to build a new approach from team creation to management style. Today, our entire team takes pride in what we’ve accomplished together. I can say with confidence that hard work and adaptability were the key factors behind our success in Georgia.
When Kontakt Home entered the Georgian market, I knew one thing: having good products wasn’t enough – we had to build trust. Georgian customers are informed and demanding, and to win their hearts, we needed patience and a strong strategic vision.
Instead of copying the Azerbaijani model, I invested time in understanding Georgian consumer behavior in detail. Today, Kontakt Home has developed its own competitive advantages to meet every customer’s expectation.
What’s Kontakt Home’s unique position in the market?
Kontakt Home offers more than 20,000 product types from leading global brands — Apple, Samsung, LG, Toshiba, Kenwood, Braun, Delonghi, Midea, Panasonic, and many others.
Our stores stand out for their modern loft-style design, comfortable waiting areas, kids’ play corners, and coffee zones that make the shopping process not only convenient but also truly pleasant and inspiring.
Kontakt Home is the only electronics retail chain in Georgia that offers interest-free in-house installment plans, where customers only need their ID card — no bank involvement required. We help our customers make their dream purchases and comfortably split the cost into convenient monthly payments.
The company is also actively developing its online platform kontakt.ge, where customers can shop online with either direct payment or in-house installments. The online store provides fast delivery service, including 2-hour delivery in Tbilisi and Batumi for products weighing up to 15 kg, making the shopping experience as modern and seamless as possible.
What’s the brand’s long-term vision?
Kontakt Home is constantly striving to deliver modern technology, comfort, and innovative experiences to its customers.
We believe that a visit to our store should be an enjoyable and inspiring experience whether it’s buying a new phone, choosing home appliances, or simply discovering the latest tech trends.
At Kontakt Home, you’ll always find what you need and what you dream of.
Finally, what does the future hold for Kontakt Home?
Our vision is bold — Kontakt Home aims to become not only the #1 trusted retail brand in Georgia but also the benchmark for customer-centered retail across the Caucasus region.
We are creating experiences that redefine the culture of shopping through exceptional service, quality, and authentic human connection.
Expansion remains one of our top priorities. Currently, Kontakt Home operates six stores across Georgia. By the end of this year, we plan to open an additional store in Tbilisi, specifically at Gldani City Mall, and starting from 2026, we will expand further by opening new branches in Telavi, Zugdidi, and Kutaisi.
