As demand for reliable and high-quality hygiene products continues to grow in Georgia, Ultra Compact has established itself as a strong and trusted brand among consumers.
Since its introduction to the local market, the brand has built a solid reputation through consistent quality, competitive pricing and a product portfolio tailored to diverse everyday needs.
Covering everything from baby care to practical, on-the-go hygiene solutions, Ultra Compact focuses on delivering innovative, high-quality and environmentally mindful products designed for a wide range of uses.
This strong market presence has recently been further reinforced, as Ultra Compact was named a winner of the Golden Brand award in the category of “Hygienic and Antibacterial Wipes,” highlighting its recognition among both consumers and industry professionals.
In this interview, Archil Kokashvili, General Manager of BD Plus – a Georgian company for importing high quality products from international brands – shares insights into the brand’s journey, its growth in the country and future development plans.
Q. Can you tell us how Ultra Compact entered the Georgian market and how it has evolved over the years?
A. Ultra Compact has been present on the Georgian market since 2010 and quickly gained popularity. Thanks to its combination of quality and pricing, the brand managed to build a strong base of loyal customers early on. High product standards, stable supply and competitive pricing have been the key drivers behind its growth.
Q. Ultra Compact has recently received recognition in its category. What does this achievement mean for the brand and for your company?
A. This recognition is very important both for the brand and for our company. It gives us additional motivation to further develop the brand and strengthen its position in the market.
Q. How do you see this success impacting Ultra Compact’s position and popularity in Georgia?
A. The brand already enjoys strong popularity. This achievement is another opportunity to remind our customers of its success, which positively influences customer loyalty.
Q. What do you believe is necessary for Ultra Compact to achieve further growth in the future?
A. Maintaining the existing high quality is essential. At the same time, further development of online platforms is increasingly important. Together, these factors will support continued growth.
Q. Which Ultra Compact products are currently the most in demand in Georgia and what drives their popularity?
A. Wet wipes remain the most in-demand products, including the Ottoman, Angels, Neon and antibacterial lines. Their popularity is driven by high quality and competitive pricing.
Q. Beyond antibacterial wipes, what other product categories are included in the Ultra Compact line?
A. In addition to antibacterial products, the brand also offers dedicated lines for babies, women and men.
Q. How would you describe BD Plus’s approach to working with business partners, particularly in distribution, logistics, and marketing?
A. BD Plus is highly flexible in its relationships with partners. We oversee the entire process – from distribution to product placement on shelves. We also take into account our partners’ recommendations and adapt to the specific demands of the local market.
Q. How do you assess competition in the hygiene products market and what is your strategy for maintaining a competitive edge?
A. The local market is evolving very rapidly and becoming more competitive each year, especially as many retail chains have started their own import operations. In response, we focus on offering competitive pricing and the best possible service – from distribution to in-store execution.
Q. What are your future plans for Ultra Compact in Georgia?
A. We continuously conduct market research and respond to demand by introducing new products. This allows us to grow both the brand and sales. Recently, Ultra Compact added a new line of body and facial deodorants, which is part of our ongoing expansion strategy.
