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The story from 1993
It all kicked off with jeans! Nostalgic vibes and world-renowned brands still create an enjoyable experience. A commitment to quality and customers forms our formula for success.
First Steps (1993 - 2004)
The idea of "Dressup" took root in 1993 when founder Aleksandre Samkharadze stepped into a Levi's store during a trip to Turkey with friends. In 90s Georgia, Levi's jeans symbolized freedom and individualism. The store owner, a Georgian-speaking Laz, opened the door to cooperation. This is how the seemingly unattainable American blue material found its way to Georgia.
The idea quickly turned into reality. In 1994, the first store opened on Rustaveli, followed by another on Chavchavadze. Interest grew steadily. Over time, Lee and Wrangler joined the mix, turning the dream of offering famous brands into reality. From a handful of items to thousands, people discovered the versatility of jeans. We learned what “501” meant in Georgia and how iconic it was globally.
Driven by societal interest and the responsibility of success, "Dressup" continued to develop.
Footsteps of Development (2004 - 2010)
A new idea emerged soon. "Dressup Group" stores multiplied, loyal customers grew, and attitudes toward brands evolved. Step by step, we decided to unite collections of clothes, shoes, and accessories from various famous brands in one space. This decision proved wise, as multi-brand stores remain popular today.
The necessity for stores outside Tbilisi became evident. Responding to the demand for "shopping with Dressup", we opened "Jeans Gallery" concept stores in Batumi.
Our multifaceted development included a desire to step beyond business interests. Although risky, sentiment favored this move. Brands popular in Europe, like German "FALKE" and Scottish "Burlington" socks, were introduced in Georgia, bringing joy and happiness to customers. This approach remains unchanged, recently joined by the premium brand "Barbour," rich in centuries-old British fashion heritage and distant sentiments.
The Birth of Dressup! 2010-2015
Two decades of cooperation with leading global brands and thousands of items later, Georgian fashion welcomed international names, with "Dressup" proudly hosting them.
This wealth of experience and dedication to our goals, combined with Georgians' love for shopping, spurred the significant growth of "Jeans Gallery Group." Our portfolio brands created memorable experiences not only in clothing but also in footwear. As demand for shoes grew, so did the desire for something different.
How about a multi-brand store? This led to the birth of FActory. Over time, we accumulated enough knowledge and relationships to create a specialized shoe and accessory store. "Factory" is more than a name; it’s an idea that appeals to people of all ages, segments, styles, and tastes. Inspired by the industrial revolution, the store's interior and mood catered to these diverse requirements.
This is how products from different parts of the world were united in one space. FActory still maintains its identity, featuring brands like Levi's, Calvin Klein, Adidas, Nike, Wrangler, Vans, Tommy Jeans, Tommy Hilfiger, Birkenstock, Marco Tozzi, Greyder, and more.
After FActory, it became clear there was no stopping. The customers' attitude and readiness for high goals showed us the way. The thirst for new brands led to the creation of Atrio, which still maintains its unique niche.
Italian ideas and shoes have a long history. The story of "Dressup" includes the creation of "Atrio." The name came from the word atrium, symbolizing a space of high-quality service. With this in mind, the store’s interior combined a lounge space and a special dressing room, while our employees provided personalized service around each model or brand.
The Georgian design studio "Rooms" worked on the concepts and designs for both Atrio and Factory stores. Their independent and innovative ideas were transformed into reality, creating exclusive designs that offered greater comfort and continue to do so today.
During this same period, the era of digitization began. Initially, developing an online catalog was a significant step forward, providing a browsing experience unmatched in Georgia. By 2016, it was possible to buy products online, offering the same experience as physical shopping. The pandemic accelerated these efforts, leading to a significant expansion of our e-commerce department in 2022-23.
Before that, we should remember the year 2014... the need for rebranding became apparent. "Jeans Gallery Group" needed a fresh identity. Our stores were more than just jeans, accessories, clothes, or shoes. They were places for new experiences.
Thus, "Dressup" was born—a new name and a new logo, the Flying D, symbolizing freedom and innovation, ideas we've been committed to for 20 years.
A new word in Georgian fashion 2015-2024
As "Dressup" grew, consumer behavior, demands, and the Georgian fashion market evolved. Shopping centers, malls, and single-brand and multi-brand stores multiplied. It was essential to take another step, driven by necessity and a responsibility to our loyal customers.
Guess, Tommy Jeans, Lacoste, Gant... another wave of new brands arrived. These are the names that had already secured a place in the hearts of fashion lovers. Then came Jack & Jones, marking our first venture into Scandinavian style, synonymous with quality and comfort.
The story of Kid's Gallery is also noteworthy. This store featured children's collections from well-known brands, aiming to delight children while offering clothing that prioritized both aesthetic value and health.
Our portfolio expanded further with brands like Etam, a women's lingerie brand symbolizing elegance and tenderness; Tommy Hilfiger and Calvin Klein, representing the freedom of American style; and Hummel, blending sports and everyday wear perfectly. Though these brands already existed in the Georgian market, their continued presence was uncertain. We forged mutually beneficial agreements to ensure customers wouldn't miss out on their favorites. Our philosophy is to always be prepared, keeping the doors of "Dressup" open for any brand, existing or new.
The 2020s introduced even more names. Samsonite stores, featuring brands like American Tourister, Tumi, and Gregory, offered premium bags ideal for storing Dressup purchases.
We also embraced the story of a brand deeply rooted in denim DNA: Dutch G-Star RAW. Their collections and perfected ideas further enriched our offerings.
It's an interesting story, 30 years ago Levi's, jeans as a symbol of freedom, and 30 years later G-Star RAW as ideas born from freedom.
The presence of so many brands led to a unique concept—"Chain-It," providing customers with increasing discounts. This concept encourages customers to explore new collections, compare options, and enjoy greater discounts with each purchase. The slogan, "Buy more, get more discount!" captures this perfectly.
News that has not yet been written and news that will never be deleted 1994 - ∞
In 2024, "Dressup" celebrated its 30th anniversary. It all started with Levi's jeans, a symbol of freedom, and along the way, numerous brands and ideas have fought for style freedom. This journey has been like one long adventure, with no end in sight. Throughout this period, many events have occurred that transcend fashion and create greater values, driven by our customers' loyalty and mutual respect.
Our story includes various photo and video campaigns for leading brands, featuring Georgian people.
The existence of the "Dressup Group" enterprise is noteworthy, as it now produces two Georgian shoe brands: "Savali" and "Atrio x Ruso."
Social responsibility is also a significant part of our story. "Dressup" has been supporting the #non-barbarisms campaign for years, striving to eliminate hurtful words from the Georgian language. Additionally, we've supported Georgians from Fereydan by organizing tours for those wishing to visit Georgia and providing employment opportunities at "Dressup."
Looking to the future, the journey continues far beyond the horizon, with many milestones to achieve along the way. We have initiated significant developments in warehousing to enhance our service levels. Promoting Georgian production remains a core goal, aligned with our enduring commitment to constant development, innovation, and large-scale ideas. Our aim is to create a Georgia where everyone can access international brands and high-quality services.
