Georgia’s retail market has changed significantly over the last decade. With multiple famous international brands entering the market and more and more shopping centers popping up across the city, customer expectations have substantially risen over the last few years.
Tbilisi Outlet Village is a natural progression of the retail market development that was primed for a new stage. And it’s the first space of its kind in the Caucasus region.
Where Does the Outlet Village Concept Come From?
The outlet village concept has been a developing branch of the retail market in Europe since the 1990s. Bicester Village near London, La Vallée Village outside Paris, and Italy’s Serravalle Designer Outlet gradually became not only major shopping locations but important tourist destinations, as well. Millions of visitors plan their travel itineraries around these outlets specifically, spending the whole day shopping and relaxing there.
Undoubtedly, the main advantage of this model is its pricing policy. Prices in village outlet stores tend to be much lower than in major retail locations in the city center. The difference starts, on average, at 30%, and during seasonal promotions it can go up to 70%. It is important to note that price difference does not mean difference in product quality. The items at outlet locations are authentic and meet the same standards that each brand imposes on their major stores.
Tbilisi Outlet Village was developed, designed and now operates using this European experience as the template. Those planning to do some shopping in the country, should definitely put Tbilisi Outlet Village on the list, when deciding what to visit in Georgia.
Find International and Exclusive Collections at the Village
At the time of its opening, Tbilisi Outlet Village is home to more than 70 stores. Once the project is operating at its full scale, that number will exceed 100. Among those stores, you’ll find:
- International brands already established on the Georgian market, such as Nike, Adidas, Puma, and others;
- Premium brands that had previously been represented only in their signature stores, including Zadig & Voltaire, Monnalisa, Pollini, and others;
- Brands that are only now activating in Georgia, like the Spanish labels Bimba Y Lola and Adolfo Dominguez.
Architecture and Design: A Spanish Vision with Georgian Elements
The architectural concept of Tbilisi Outlet Village was developed by the Spanish studio L35. The team has worked on a number of well-known projects with similar concepts across Europe. The open-air space was designed following a village planning principle, with shops separated by small streets and courtyards.
The main characteristic detail of the design is combining contemporary trends with details found in Old Tbilisi. The façade detailing, color accents, and overall visual style have all been lifted from historic Tbilisi architecture.
Shopping, Gastronomy, and Events: How the Space Creates Varied Experiences
The concept of Tbilisi Outlet Village combines branded shopping with an entertainment infrastructure. The space has designated spaces for restaurants and cafés offering both international and Georgian cuisine, making it a welcome addition to the Tbilisi food scene.
There is also a separate interactive zone for children. And international guests who visit Georgia for a short trip and are time-strapped, can use a premium lounge and a personal shopping service.
The location also hosts various seasonal activities throughout the year, including shopping festivals, Christmas markets, live music evenings, and culinary events. This way, the space stays active and lively during each season and remains an interesting destination for people wondering what to do in Tbilisi during shoulder or low seasons.
Regional Importance as a Shopping Hub for the Caucasus
Tbilisi Outlet Village is the first open-air outlet retail destination in the Caucasus region. That fact alone marks its role and scale as huge from the get-go, since the village is explicitly aimed at both local and international customers. It’s located just a few minutes drive away from Tbilisi International Airport, making it particularly easy to visit for visitors arriving from neighboring countries on a short trip.
The first steps toward regional cooperation have already been taken. Tbilisi Outlet Village hosted representatives of the Azerbaijan Fashion Retailers Association. The meeting confirmed that brands from the neighboring country are also considering opening their stores on the village premises.
The unique concept, highly diverse choice of brands, and attractive architecture are shaping Tbilisi Outlet Village as a major retail center for the entire Caucasus region. The project is a logical answer following the rapid development of Georgia’s retail market and its drive toward implementing high international standards. It is also beginning to stand out as one of the mandatory places to visit in Georgia, if one is looking for good shopping, good food, and a good environment to relax.
