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SBG
ECONOMY
GOODWILL RISING
Two-time winners of the Golden Brand award, Goodwill has revolutionised the way Georgia shops and is now raring to expand beyond borders.
George Shevardnadze
Owner, Goodwill
Goodwill entered the retail space in Georgia in 2004, and it has already revolutionised the country’s shopping experience.
was a bold step from its owner George Shevardnadze, considering that Georgia was just coming off a period of political turmoil. But ‘bold’ and ‘different’ is how Goodwill has always liked it, even as it continuously strives to grow bigger and better.
STORY SO FAR
Goodwill started out with a clear mission—to be a leader in the retail and food market. Today, the company successfully manifests this mission through relentless focus on quality and innovation.
In comparison with other, classical hypermarkets, Goodwill is characterised by stronger regulation and organisation. Having started operations with a 6,500 sq m hypermarket, which was expanded to an impressive 24,000 sq m in 2008, Goodwill is ideally poised to deliver as per its brand promise.
Today, Goodwill is one of the biggest importers and the biggest hypermarket in the region. Alongside its focus on sales conception and asset
Goodwill is the biggest hypermarket in the region today.
stability, Goodwill also concentrates on optimising its price policy. As its name suggests, the company thrives on its commitment to the interests of its customers and business partners.
And thrived it has. Since 2004, its total sales have increased 126 times and
staff has also grown from 150 to 1000.
production during the first two years, but today its own production volume represents 20% of the total sales. Goodwill is also the official importer of a host of products from leading European markets, including Germany and Italy.
According to the management, this radical transformation has been made possible by the efforts of a highly motivated team of personnel, who promote Goodwill’s goals by proactively suggesting new initiatives and stimulating customer loyalty.
As pointed out by General Director Nugzar Magularia, Goodwill’s cause has also been supported by Georgia’s dynamic demand growth, in spite of the recession, especially in the middle- and high-income category of customers.
it can also offer customers with lower purchasing power better prices than the open market.
Riding on its first-mover status, Goodwill occupies 30% of the market share and registered a turnover of USD52m in 2008. In 2009, its business got an immense impetus when it opened
a new facility at the Pixel Trade Center in Tbilisi—the largest supermarket in the country—employing about 200
international standards, operate 24/7 and give customers access to 20,000
director says that the prices in his store are 20% to 30% lower as compared to those in the other supermarkets in Tbilsi.
QUALITYASSURANCE
Quality is a key priority at Goodwill, and it has put in place special quality checking systems to ensure an edge.
system in March 2009, which will help it in ensuring food safety and protecting public health in its markets. It also boasts the ISO certificate, making it the first supermarket chain in Georgia to have received this prestigious standard.
and ISO accreditations was clearly a crucial strategic cog for the company, given that it invested a massive USD150,000 in the process—not surprising for a company that has won the Golden Brand title twice, in 2006 and 2008. Besides the money and the manpower, Goodwill invested a good two years in preparation for these certifications.
Aligned to this vision of quality is Goodwill’s keen focus on promoting
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