Head of Tbilisi Mall: Professionals Find Comfortable Partnership with Us
One of the leading shopping centers in Georgia, Tbilisi Mall, appointed a new management head exactly one year ago. Aleksei Meshcheriakov, who has 15 years working experience in the property management field and in managing a number of large shopping malls, met with GEORGIA TODAY to talk about the future plans and challenges facing Tbilisi Mall.
How have you been developing Tbilisi Mall since your arrival?
To be honest, when I came here I needed to take some time to understand the full situation in Tbilisi Mall. It wasn’t in the best of shape, but after our arrival things began to turn around quite dramatically. We were able to establish and continue to build quality relationships with tenants. Tbilisi Mall is a platform comparable to a large cruise ship that can power across the ocean and never think of the shore- in Tbilisi Mall, you can spend all day there and not feel tired or want to leave. Our goal is to create a comfortable atmosphere for our consumers, so they feel exactly that reluctance to leave.
How do you estimate the Georgian market? What challenges have you faced and how have you overcome them?
The Georgian market is now at the initial stage of development in terms of commercial real estate. Basically, it has only street retail, while Tbilisi Mall is a different format with an entertainment component. And it was a great challenge to open a shopping center when the market was not ready for such a format. We have all heard the story of how a small miscalculation in the Titanic led to great tragedy. We are changing the internal policies towards visitors and tenants. Again, our goal is to make them feel comfortable with us.
What directions are you going to develop?
We’ll try to concentrate all the brands that currently exist in Georgia, and even those for which the Mall is the only place to present their products, under one roof. In Tbilisi Mall we always have good weather, enabling consumers not only to shop but to watch a movie, enjoy our many restaurants (with more to open soon!), and the children’s entertainment center. We also plan to expand the service for children, in particular, to open a children's development center.
Does Tbilisi Mall also offer the products of Georgian designers?
I would like to support Georgian designers more in Tbilisi Mall. As they are in demand, they should naturally be presented here. We’re open for cooperation and we’re ready to organize something for even small production. 40 percent of our customers are tourists, and when they come to Georgia, they’re looking for some Georgian character in everything – culture, architecture, and in clothing as well. For example, ZARA is available in every country, while Georgian designers are presented only here.
What plans does Tbilisi Mall have for succeeding in the difficult economic situation and in an increasingly competitive market?
Competition is always the engine of the market. It can be both fair and unfair. We’re going to compete in good faith and we’re happy that the market is open for new malls, because it develops the trade network and increases the number of brands. For which you are already welcome in Tbilisi Mall.
The situation in the market is complex. To spend money, people have to earn it. Opportunities to make money in Georgia are not so great. Currently, we are actively working on the development of the island display concept, which we believe could develop very well in these conditions. We try to attract people to the Mall to get acquainted with our assortment. Shopping can be both planned, aiming to buy products at reduced prices, something which is at a low right now, and also impulsive, which takes up at least half of those purchases that are done in store. We are working hard to increase the flow of people, thus helping our tenants.
What is your vision or advice for the development of the Georgian market, and Tbilisi Mall in particular?
Professionals on the market can find comfortable partnership with Tbilisi Mall because it is always a pleasure to work with other professionals. In addition, our Mall is not just a place for shopping, but also a great platform for events. We look forward to the support of the government and business structures. We also want to present all the regions of Georgia in our shopping center because each region has something to show and it is interesting for both tourists and local guests alike.
George Gogia