Modern and classic furniture house “Nita” was opened on April 12, 2017, in the city of Kutaisi. The furniture house offers customers a comfortable and visually appealing product of elegant design which easily combines with modern forms and is distinguished by a unique silhouette; a combination of classic elements and luxury aesthetics that makes Nita furniture distinctive and memorable.
After the founder of the furniture house, Kakhaber Levidze, who has been working in the furniture business for 24 years, and his wife, Miranda Khetsuriani, signed an agreement with one of the largest companies in Turkey, Weltew Home, a second Nita branch was opened in Tbilisi. Now, they jointly bring high-quality exclusive products to Georgia. Weltew Home cooperates with 65 countries around the world, with such big countries as England, Germany, France, America- and in Georgia, Nita has the exclusive!
Nita furniture house has introduced five companies to the Georgian market. In February 2021, Nita opened its third branch in Kutaisi with a classic line, presenting high-quality Egyptian wooden furniture and classic Turkish products.
Her love of interior design made Miranda Khetsuriani, director of the company, switch profession from a pharmacist of many years, to furniture. She tells us that when her husband opened Nita in Kutaisi, she would often help him with PR, design, and advertising. “But in 2018, when we signed a contract with a very large company, I realized that my husband wouldn’t be able to handle it all alone, and he needed me by his side. Combining two very responsible occupations turned out to be very difficult, but despite my choice to support Nita, I still love my pharmaceutical profession,” she says.
GEORGIA TODAY asked Miranda to tell us more about Nita furniture house.
What can customers buy at Nita?
Nita customers can buy absolutely all the furniture and other bits and pieces that make the home a comfortable, cozy, and harmonious place. We offer customers a variety of products, from living room furniture, tables-and-chairs, and bedroom suites, to soft furniture, and all other items they could want for the perfect interior decoration. In addition to furniture, we also have an orthopedic mattress line, which we introduced exclusively under our trademark. We also plan to import Italian products from a very large and serious company, and it will again be exclusive to Nita. We have so far introduced five top-level companies to the Georgian market from Turkey and Egypt. The Egyptian products are classic vintage, made of solid wood, which retains its beauty for years. Classic products never go out of fashion, they have a niche and charm that lasts. Classic is a specific product that definitely needs a specific customer.
How do you choose furniture for the store?
Every year, an enormous exhibition is held in Istanbul, where all these big companies are shown, and my husband and I go to meet them. Due to the pandemic, this exhibition has been cancelled the last two years, but the factories are still creating new models, and we have managed to go and select the latest models straight from their showrooms. Despite the pandemic, we still seek to offer our customers novelty.
Tell us about the quality of your products and how affordable they are.
When customers come to us, along with quality, they are interested in how much the product costs, and if they can afford it. We really are distinguished by the prices we offer, and we keep the same prices in our Tbilisi branch as in our first branch in Kutaisi. So, yes, we offer our customers affordable prices. Nita products meet a very high-quality standard and, with us, the quality is much higher than the price, as is our very high standard of service. For us, the customer is King. When a person enters Nita, they are already important to us: it doesn’t matter if they buy something or not, we will give them all the information they seek. Customers often tell us they are satisfied with our service. Taking care of customers is my personal request, primarily because that customer is a person and therefore must be treated with respect, a humanistic approach and as my guest.
Do you offer discounts?
We often have discounts, every season. Soon, we’ll be kicking off some very good promotions: a discount plus a gift. This includes a furniture accessory- it might be a magazine table, a pouf, a chair; in short, those items that make the customer’s home extra beautiful.
How has the pandemic affected your business?
The pandemic affected us badly, but as a result of hard work, we kept up all three branches. During the pandemic, despite being closed, we were proud to be able to open a branch of classic Nita, and as a result of a great struggle, we saved all our branches. Even during the pandemic, we offered high-quality customer service and, most importantly, free delivery anywhere in Georgia. Despite the challenges presented by the pandemic, we kept the same service level, and added to that with online sales. Selling furniture online was a huge responsibility for us. We also received many thanks when we fulfilled customer expectations.
Because of the pandemic, we couldn’t go ahead and open a branch in Batumi, but, in the future, we definitely plan to open a store there for numerous products. Only our partner’s exclusive products are presented in the Tbilisi branch, while there are five companies presented in the first branch in Kutaisi, which was established in 2017, and two in the classic branch. We plan to have all five partner companies represented in the Batumi branch.
Tell us about your future plans.
My big future plans include establishing a Nita factory in Georgia, where high-quality products will be produced- all the products needed for a comfortable environment. I want the factory to be in Tbilisi, it can be built with the help of one of the partner companies because the equipment intended for the enterprise must be imported through them. In addition to our line, we also want to create products with user-selected designs. At this point, all of this is difficult to implement, but when the situation is calmer, we will be sure to fulfill this dream. My husband and I strive to make prices affordable for our local customers.
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The name of the furniture house store is connected with the birth of Nita, Miranda Khetsuriani’s granddaughter, “The furniture house is named after my granddaughter. Nita was a newborn at the time we opened in Kutaisi, and we were euphoric, so we chose her name for our company. I take care of the store, exactly the same way I take care of my granddaughter. “Nita and I are already one creature, I cannot imagine being without Nita,” Miranda told us.
Interview by Ketevan Skhirtladze