Vileda, a German brand known for its mechanical and power cleaning products, has been awarded the prestigious No. 1 Golden Brand in Georgia for its innovative floor care solutions. Natali Tchrikishvili, brand manager at BMS, the marketing and distribution company responsible for importing Vileda products to the country, believes this recognition highlights the brand’s commitment to quality and sustainability.
She emphasizes that Vileda’s longstanding experience and reliability have made it a trusted name for millions of families.
Vileda has introduced cutting-edge technologies designed to simplify floor cleaning. The company’s range includes microfiber cleaning systems, spin mops, and steam cleaning devices, all tailored for deep cleaning with minimal effort and reduced chemical usage. This commitment to innovation is a cornerstone of Vileda’s success, allowing it to maintain a competitive edge within the market.
Looking ahead, the Georgian market presents substantial growth opportunities for Vileda. As the demand for high-quality and innovative cleaning solutions continues to rise, the brand plans to enhance its online presence and digital marketing initiatives. By promoting its premium products and fostering customer loyalty through targeted campaigns and promotions, Vileda aims to capitalize on its position as a trusted choice in the cleaning industry.
Q. In the ‘Innovative Floor Care’ category, Vileda has been recognized as the top brand in Georgia. What, in your opinion, contributed to this success and recognition of the brand?
A. Vileda’s longstanding experience and global trust have established it as the undisputed leader in the cleaning sector for millions of families. The brand continually introduces modern technologies that simplify floor cleaning, making it more efficient and comfortable. Examples include microfiber cleaning systems, spin mops, and steam cleaning devices that offer deep cleaning with minimal effort and reduced use of chemicals.
Vileda’s success is supported by strategic marketing and strong distribution networks, ensuring that its products are accessible to thousands of consumers throughout Georgia. This award reinforces Vileda’s commitment to innovation, sustainability, and meeting customer needs, as it consistently strives for the highest standards.
Q. The Golden Brand is awarded to companies based on their successful performance over the past year. How would you assess Vileda’s operations last year?
A. In my opinion, 2024 was a successful year for Vileda. The brand strengthened its position in the Georgian market through effective marketing campaigns, expanded sales channels, and improved communication with customers. As a result, brand awareness increased, leading to a rise in sales and customer satisfaction.
Vileda continually adapts to market demands by offering innovative and effective cleaning solutions. This proactive approach contributed to our success, resulting in a 13% increase in sales in 2024 compared to 2023. Such achievements motivate us to keep pushing forward and deliver even more value to our customers.
Q. Can you tell us about Vileda’s history in Georgia, and how it has evolved over the years?
A. Vileda, a German brand, has been a market leader in household cleaning products for 60 years, available in over 50 countries worldwide. The brand was founded in 1948 and has since established itself as a key player in the cleaning products sector, offering a diverse range of innovative, eco-friendly, and high-quality items, including floor mops, brooms, sponges, and cloths.
In Georgia, BMS – one of the leading marketing and distribution companies in the country – has been the exclusive distributor of Vileda since 2004, making these innovative and environmentally friendly cleaning products accessible to the public. Over the years, Vileda has successfully strengthened its position in the market and earned consumer trust. Today it is recognized as one of the leading brands in Georgia’s cleaning products category, known for its quality, reliability, and adherence to modern standards.
Vileda initially entered the Georgian market with dishwashing sponges and cloths. Currently the company offers over 50 different products to Georgian customers, including a variety of sponges, mops, cloths, gloves, floor care items, irons, and dryers. These products provide a convenient, durable, and innovative cleaning experience.
Q. What are some stand-out products in Vileda’s floor care line?
A. Vileda is renowned for its high-quality floor care products that incorporate innovative technologies and an emphasis on efficiency, making household cleaning significantly easier. Their products are crafted from sustainable materials and feature ergonomic designs, perfectly catering to consumer needs while delivering excellent results.
One of their stand-out offerings is the Vileda Turbo Smart, a compact and user-friendly spin-mop system. This mop comes with a pedal-activated wringing mechanism that allows users to wring out the mop without wetting their hands. The bucket includes an integrated barrier to prevent splashes when wringing or moving the product around. The 100% microfiber cloth it uses excels at picking up dust, pet hair, dirt, and stains – surpassing traditional cotton cloths. With Vileda’s advanced microfiber technology, over 99% of bacteria can be removed using just water, eliminating the need for chemical cleaners.
Another highly regarded product is the Vileda Steam Plus, a powerful steam cleaner designed for deep cleaning without chemicals. It effectively kills 99.9% of bacteria and viruses, making it a top choice for hygienic, allergen-free cleaning. With its lightweight and slim design, it effortlessly reaches tricky spots, and the adjustable steam level is safe for use on both carpets and various flooring types.
Q. What is innovative floor care? What is Vileda’s own innovation?
A. Innovative floor care refers to modern and effective cleaning solutions that simplify and enhance the process of cleaning floors, making it more hygienic. This concept includes ergonomic designs, advanced cleaning mechanisms, and eco-friendly materials that improve the overall user experience. The primary goal of innovative floor care is to reduce the time and effort required for cleaning, ensure maximum cleanliness, and minimize environmental impact, making it a convenient and efficient option for today’s households.
Vileda is recognized for its continual development of innovative cleaning technologies that facilitate easy and effective cleaning. The brand emphasizes efficiency, convenience, and sustainability, giving it a unique competitive edge in the market.
One key innovation is microfiber technology, which allows for effective cleaning using minimal chemicals. Vileda’s microfiber mops excel at removing dust, dirt, and bacteria, creating a naturally clean and environmentally friendly environment.
Vileda products are characterized by their ergonomic and lightweight designs, making them easy and convenient to use. The brand also prioritizes sustainability and environmental protection, which is why many of its products are made from recycled materials and feature durable construction to help minimize waste. Vileda’s innovative floor care solutions not only enhance the cleaning process but also contribute to a healthier, cleaner, and more comfortable living environment, solidifying its position as a leader in the field.
Q. Where can Vileda products be purchased, and how developed is the segment?
A. Vileda products are sold in major retail chains, specialized household and cleaning stores, and online platforms. Consumers can find Vileda products at supermarket chains such as Carrefour, Goodwill, AgroHub, Clean House, Nikora, and others. And the brand is actively expanding its online sales channels, making it easier and more convenient for consumers to purchase products, including through delivery services.
Vileda is available in nearly all chain and retail stores, and plans for further distribution development aim to make the products more accessible to a broader audience, not only in the capital but in the regions.
Q. What are the brand’s plans for our market?
A. The Georgian market presents significant growth potential for Vileda, as the demand for high-quality, durable, and innovative cleaning products is consistently increasing. Over the years, the brand has successfully established itself as a reliable and high quality choice. While traditional retail remains important, online sales and digital marketing are rapidly expanding, providing a chance to reach a broader audience. There is an opportunity to use the market even more effectively by enhancing online sales, promoting premium and innovative products, and fostering customer loyalty through targeted marketing campaigns and active promotional activities in stores.
