Italian lingerie and lifestyle brand YamamaY continues to strengthen its presence in the Georgian market through strategic expansion, product innovation and a strong focus on customer experience, Elene Baratashvili, the Director of YamamaY Georgia, told the Golden Brand.
Over the past year, the brand has introduced a renewed retail concept, expanded its collections and deepened its connection with local consumers. The company’s continued success has also been recognized by the market, with YamamaY once again receiving the Golden Brand award, named the country’s favorite brand in the “Men’s and Women’s Underwear and Swimwear” category.
In this interview, Elene Baratashvili reviews the brand’s recent achievements, strategic developments and future plans.
Q. What does receiving the Golden Brand award again mean for the company?
A. Receiving the Golden Brand award once again is both an important recognition and a significant responsibility toward our customers. It reflects the fact that customer trust and loyalty continue to grow year after year.
Q. What key developments has the brand introduced over the past year?
A. We have opened a new branch with a completely updated concept at Tbilisi Mall, which further highlights the brand’s modern and innovative identity. At the same time, we have significantly expanded our collections, including the men’s line, to offer customers a wider selection and a more diverse experience.
Q. YamamaY is known for innovation. What are the latest trends shaping your collections?
A. Innovation remains at the core of YamamaY. Recently, we have placed a strong emphasis on eco-friendly fabrics, seamless technologies and maximizing comfort. One of the fastest-growing directions is the “invisible” line, which perfectly aligns with modern lifestyle needs.
Q. How do you balance Italian aesthetics with local market preferences?
A. Italian aesthetics define the brand’s identity, but we always adapt our collections to the specifics of the Georgian market. Special attention is given to shapes, colors and sizes that best fit our customers. We actively consider the preferences and feedback of our loyal customers when selecting collections.
Q. What role do digital channels play in your business today?
A. The role of digital channels is growing every year. They are essential both for brand communication and sales. We have our own online platform, Sls.ge, tailored to the Georgian market, allowing customers to shop conveniently from home at any time.
Q. How does YamamaY approach seasonal campaigns, particularly summer?
A. The summer season is one of the most important and active periods for YamamaY. Our communication follows the global brand’s visual identity while being adapted to the local market. We focus on campaigns that highlight both product quality and the emotional side of the brand, aiming to build not only visual but also emotional connections with customers.
Q. What gives YamamaY a competitive edge in the market?
A. Our competitive advantage lies in the optimal balance of quality, design and price, combined with high-level service and strong brand identity. Maintaining this position requires continuous development, market analysis and quick responses to customer expectations.
Q. How important is sustainability in your strategy?
A. Sustainability is a key part of YamamaY’s long-term strategy. The brand actively integrates eco-friendly materials, including recycled fibers, to reduce environmental impact. At the same time, we focus on optimizing production processes. This direction is strategic and will expand even further in the future.
Q. What are your plans for 2026–2027?
A. We plan both geographic expansion and strengthening of product lines. Particular focus will be on swimwear, sportswear and everyday collections designed for maximum comfort. At the same time, we will continue developing our online platforms. Our goal is to further strengthen the brand’s positioning in the Georgian market.
Q. How does the brand approach body positivity and inclusivity?
A. Expressing the body in its best form is one of YamamaY’s core values. The brand celebrates natural beauty in diverse forms and emphasizes individuality. Our collections include models of various shapes and sizes, allowing customers to find the perfect fit.
Q. What defines the customer experience in your stores?
A. We place great emphasis on the in-store experience. Professional consultants, personalized service and a comfortable environment are all part of it. On the product level, the main focus is on comfort, quality and proper fit. This builds trust and long-term relationships with our customers.
Q. What personally motivates you in your role?
A. For me, the greatest motivation is the opportunity to work with a brand that combines aesthetics, innovation and real customer needs. YamamaY represents emotion, confidence and everyday comfort that we share with our customers. I am also driven by team development, brand growth and the results we see daily in customer satisfaction.
