Eka Maghlaperidze, head of the marketing department at Libo Group
BusinessGolden BrandInterview

From Melochi Zhizni to Fino: Popular Ukrainian Brand Announces Rebranding in 2024

Melochi Zhizni, the popular Ukrainian brand of household products, is taking a bold step towards success and greater efficiency on the Georgian market by announcing a rebranding in 2024

EKA MAGHLAPERIDZE, Head of the Marketing Department at Libo Group
BusinessGolden Brand

Melochi Zhizni Wins Golden Brand Award for the Third Year in a Row

Melochi Zhizni, owned by a Ukrainian brand of homecare products Ergopack, will expand its range of already diverse products, available on the Georgian market since 2007, by adding plastics and accessories for dry cleaning, Eka Maghlaperidze, told Golden Brand. Maghlaperidze is head of the marketing department at Libo Group, a marketing, sales and distribution company that imports Melochi Zhizni to Georgia.

“It is very important for Libo Group to ensure continuous supply of a diverse range of products through modern logistics technology, pamper customers with discounts and gift sets, and take care of strengthening long-term, mutually beneficial cooperation with partner companies,” Maghlaperidze said.

Melochi Zhizni offers about 200 different products created with the highest quality raw materials and in compliance with international standards. The brand is represented by a wide range of household products and combines all seemingly small but very important products such as baking paper, aluminum foil, cling wrap, roasting sleeves, sponges, garbage bags, household gloves, and much more.

The brand’s slogan “Happiness is in the small things” reflects the company’s commitment to helping homemakers simplify fuss in the kitchen.

Feedback from customers is positive and they once again named the brand as their favorite household goods brand in the Golden Brand awards survey.

Q. Unfortunately, the political and economic environment in Ukraine has not improved since our interview last year. How is the cooperation between Melochi Zhizhni and Libo Group going – how have production and supply not been interrupted?

A. Right, unfortunately the political and economic situation in Ukraine has not improved, and the country is still fighting against Russia’s aggression in order to gain freedom and peace, but in spite of this obstacle, cooperation between Libo Group and Ergopack, the producer company of Melochi Zhizni, is quite strong and successful. 

Our long-term cooperation and common goals are how we have been able to maintain the continuity of product supply even in such an unstable environment. Obviously there were some delays due to the economic and political situation, however Ergopack was able to continue production and operate in a competitive market in a short period of time.

Q. Melochi Zhizni has been available on the Georgian market for 19 years already. Could you please briefly summarize these years on the Georgian market?

A. Any product, be it one of daily use or a luxury item, must meet the needs and desires of the customers. Melochi Zhizni products are created to offer a wide selection of household goods which simplify the daily activities of housewives and respond to the basic needs and requirements of all customers. Accordingly, the main value of the brand is the creation of products tailored to customers, and position itself on the market with high quality and acceptable prices. 

The company uses a mix of marketing activities to bring products to the target market and achieve customer satisfaction.

Q. Please introduce our readers to Melochi Zhizni’s products in Georgia. Which of them are the most in demand in the country?

A. Currently we import over 200 Melochi Zhizni products in Georgia, with about fifty most in-demand.

All products are characterized by high quality, reasonable prices and a wide selection, which allow everyone to choose according to their needs and preferences.

Melochi Zhizni products are created with the highest quality raw materials and in compliance with international standards. The brand is represented by all seemingly small but very important products such as baking paper, aluminum foil, food wrapping plastic, meat grinders, dishwashing sponges, trash cans, kitchenware and much more.

The brand slogan, ‘Happiness is in the small things’, reflects their importance and provides housekeepers with the comfort that will simplify ‘fuss’ in the kitchen.

Melochi Zhizni products can be purchased in almost all chain stores throughout Georgia, and in wholesale and retail outlets. In terms of market coverage, Melochi Zhizni is a true leader.

Q. Because Melochi Zhizni’s performance in 2022 earned it the Golden Brand award, please summarize the year and share some major achievements.

A. Melochi Zhizni has become the winner of the Golden Brand awards for the third time, which makes us very happy and at the same time gives us more incentive to better take care of brand development.

As in the previous year, 2022 was also very successful for the company both in terms of sales and marketing. Sales increased by 27% in all product categories, especially in baking accessories, garbage bags and kitchen gloves.

The high quality of the products, affordable prices and marketing activities resulted in an increased market share last year. In order to increase brand awareness and credibility, many types of marketing and PR activities were carried out in 2022 ⁠— various types of advertising campaigns both on social media and TV, sponsorship of highly rated cooking shows, creation of video recipes with the participation of famous cooks and chefs, sponsorship of culinary events and much else.

Due to the increase in sales in 2022, the share of product placement in online or traditional channels also increased compared to competitors, which allowed us to place a wider range of products in stores.

Customers can purchase Melochi Zhizni products in all network stores and traditional types of shopping outlets present on the Georgian market today.

I must mention that every employee of our companies, Ergopack and Libo Group, who are distinguished by their high professionalism, contributed to obtaining the Golden Brand title. Teamwork, effort, dedication to work, and striving to achieve goals are what guarantee the success of our brand. 

Being a leader in the field of household goods means a great responsibility to take care of customer needs by offering the highest quality product and constant improvement.

2021 Study: Ukrainian Melochi Zhizni Takes 55% of Georgian Household Appliance Market

A Ukrainian brand of household goods for cleaning, cooking and food storage, Melochi Zhizni, occupies 55% of the Georgian household appliance market, according to a 2021 study conducted by the Georgian company Libo Group, an official importer of Melochi Zhizni in Georgia.

eka smyk

Melochi Zhizni – Proud Newcomer to Golden Brand Awards

Melochi Zhizni, a Ukrainian brand of household goods for cleaning, cooking and food storage, has been distributed in Georgia since 2005, and this year has become the winner of the most influential business award ceremony, the Golden Brand, in the nomination of ‘the favorite household goods’ in the country.