With a strong and growing presence in Georgia, Vileda continues to reinforce its position as a trusted and forward-looking brand in the cleaning solutions market. Driven by a clear focus on innovation, quality and evolving consumer needs, the brand has built a reputation for delivering practical, high-performance products that simplify everyday life. This consistent commitment has earned Vileda significant market recognition, including winning the Golden Brand award for the second time in the “Innovative Floor Care Products” category.

We sat down with Victoria Bodokia, Brand Manager at BMS –  the domestic company responsible for importing and distributing Vileda in Georgia – to discuss the brand’s growing success in Georgia, the evolving preferences of local consumers, the role of innovation in strengthening the brand’s market position and the key trends shaping the future of floor care solutions.

Q. Vileda has been named a Golden Brand winner for the second time. What does this repeated recognition mean to you?

A. This recognition is both highly important and deeply responsible for us. It confirms once again that Vileda’s strategy – centered on innovation, quality and a continuous focus on consumer needs – is moving in the right direction.

Receiving this award for the second time is especially meaningful, as it shows that consumers truly value the modern and effective cleaning solutions we offer. For us, it is not only an acknowledgment of past achievements but also a strong motivation to continue delivering innovative and practical products that make everyday life easier and more comfortable.

Q. How has the approach of Georgian consumers toward floor care products changed in recent years?

A. Consumer behavior in Georgia has evolved significantly. Previously, purchasing decisions were largely driven by price and basic functionality. Today, consumers place much greater emphasis on quality, hygiene, ease of use and technological innovation.

There is also growing demand for products that simplify cleaning and save time. Spin mop systems and steam cleaners, for example, have become increasingly popular due to their ability to deliver deep and efficient cleaning with minimal effort.

At the same time, interest in environmentally friendly solutions and reduced use of chemicals has risen sharply. This is why microfiber-based products are particularly in demand.

Q. What role has innovation played in strengthening Vileda’s position in the Georgian market?

A. Innovation is one of the core pillars of Vileda’s development. The brand continuously works on technologies that make cleaning easier, more effective and more hygienic.

Microfiber technologies, spin mop systems and modern steam cleaning devices allow consumers to achieve better results with less time and effort. At the same time, Vileda focuses on developing ergonomic and user-friendly solutions that enhance comfort and efficiency.

This approach has been a key factor in strengthening Vileda’s position in Georgia and building strong consumer trust.

Q. Vileda’s portfolio now includes more than 50 products. Which categories are growing the fastest and why?

A. In recent years, the floor care category has seen the fastest growth, particularly spin mop systems and steam cleaning devices. Consumers increasingly prefer solutions that simplify cleaning while delivering high hygiene standards.

There is also rising demand for microfiber cloths and multifunctional cleaning products that effectively remove dust and dirt with minimal use of chemicals.

This trend clearly shows that consumers are prioritizing quality, durability and modern functionality.

Q. How important is sustainability for consumers when choosing floor care products and how is Vileda responding?

A. Sustainability has become a key factor in the decision-making process. More and more consumers are looking for products that have less environmental impact while remaining safe for household use.

Vileda actively responds to this trend. Many of our products are made from durable and sustainable materials, ensuring longer lifecycles and reducing waste.

Microfiber technology also plays an important role, enabling effective cleaning without the need for chemical agents.

Q. How does BMS’s distribution and marketing strategy support brand accessibility across Georgia?

A. As Vileda’s exclusive distributor in Georgia, BMS plays a crucial role in the brand’s development and accessibility. Thanks to a strong distribution network, Vileda products are available in nearly all major retail chains and stores.

The company continuously works on expanding distribution and strengthening marketing activities, increasing brand awareness and building effective communication with consumers.

As a result, Vileda products are widely accessible not only in Tbilisi but also across various regions of Georgia.

Q. What types of innovations can we expect from Vileda in the near future?

A. Vileda is constantly developing new technological solutions to make cleaning even easier and more comfortable.

In the near future, the focus will be on products that combine hygiene, sustainability, ease of use and eco-friendly design. Innovations will include enhanced microfiber technologies, improved ergonomic designs and increased durability – up to twice as long-lasting as before – making the cleaning experience more efficient and enjoyable.

Q. What role do online sales and digital communication play in Vileda’s growth in Georgia?

A. Digital communication and online sales have grown significantly in recent years and play an increasingly important role in brand development.

Online platforms allow consumers to easily explore products, access detailed information and make instant purchases. At the same time, digital marketing enables more direct and targeted communication, increasing brand awareness and strengthening customer loyalty.

Q. In your view, what is the key factor that drives consumers to choose Vileda in a competitive category?

A. The main factor is the combination of quality, innovation and reliability.

Vileda has long been associated with effective and durable cleaning solutions, which builds strong consumer trust. This combination is what consistently drives customers to choose Vileda in a highly competitive market.

Q. What are Vileda’s main goals in the Georgian market for the coming years?

A. Georgia represents a market with strong growth potential for Vileda. Our key goals are to further strengthen the brand’s position, expand distribution and offer consumers an even wider range of modern products.

We are also focused on developing online sales, enhancing digital communication and building closer relationships with consumers.

Our ambition is to ensure that Vileda continues to be recognized as a reliable and innovative brand that makes everyday cleaning simpler and more effective.