In May, Breezy, the refurbished electronics brand owned by distributor ASBIS, launched its first full-scale retail operations in Georgia. The company introduced two formats at once: an e-commerce platform at breezy.ge and a physical Experience Center located at 8 Pekini Avenue in central Tbilisi.
Georgia joins Breezy’s growing network
Georgia is now the fifth country where Breezy has a direct retail presence, following Ukraine, Kazakhstan, Moldova, and Azerbaijan. Breezy first entered the Georgian market in 2022, building a strong foundation by becoming the country’s leading provider of smartphone trade-in services. Recently Breezy started a fully automated and robotized processing plant for used smartphones in Poland.
Breezy dominates local trade-in sector
Today, Breezy controls an estimated 90% of the Georgian trade-in market. Its services are integrated into 94 retail locations, including major electronics chains such as iSpace, Alta, Elite Electronics, and Silknet. This footprint laid the groundwork for the launch of its own retail channel.
A design-led approach to reuse
The newly opened store embodies Breezy’s “Eco-Tech Renaissance” retail concept. Combining neo-organic elements like moss walls and light wood with bold “TechnoArt” visuals, the interior is meant to elevate perceptions of pre-owned electronics. According to Breezy’s Omnichannel Leader Ruslan Tomashchuk, the design tells a story about beauty, sustainability, and shifting consumption culture.
Premium devices, tested and warranted
The Tbilisi store offers a curated selection of refurbished Apple iPhones, tablets, MacBooks, and smartwatches, as well as Samsung devices. All products undergo over 50 quality checks and include a one-year warranty at no extra cost. Georgian media outlet Marketer.ge praised the combination of reliable quality and affordability, noting devices can be up to 40% cheaper than new equivalents.
Market
Trade-in
Repair
Refurbishing
