AFINA Group, a leading Ukrainian operator in logistics, distribution, and private label development, has announced the launch of two of its flagship brands — Vukhastyk and SARMIX — on the Georgian market. AFINA Group’s distribution partner in Georgia is Britain Global LLC, which ensures product presence across various retail channels, including modern trade, Universam, G.G. House, Farm Store, and independent retail stores in Tbilisi, Kutaisi, and other cities.
“Georgia marks a strategic milestone in our export development,”
said Yevhen Svitailo, Head of Export at AFINA Group.
“We are bringing our family brands to the local market: Vukhastyk — a range of gentle care products for the whole family, and SARMIX — a dynamic Ukrainian innovator in the home care category. We are confident that Georgian consumers, who value quality, safety, and care, will respond positively to both.”
The first phase of the partnership with Britain Global LLC includes the delivery of over 30 SKUs across both brands to Universam stores in Tbilisi, Batumi, and other locations, as well as via the G.G. House network. In the near future, the partnership envisions broader geographic expansion and the establishment of a stable nationwide supply chain.
“We see strong demand in Georgia for quality, affordable home care products,”
noted a representative from Britain Global LLC.
“Vukhastyk and SARMIX meet these needs. These are Ukrainian brands already trusted at home, and we believe they have great potential to succeed here as well. We have great respect for Ukraine, its people, and its brands. This project reflects our support for Ukrainian business and our belief in its future.”
Vukhastyk products were first introduced internationally in December 2023, with exports to Moldova through the company VION IMPEX. AFINA Group plans to expand further into several European markets in the near term.
