02/03/2026
Module 6 | Export Consulting Mastery — First Meeting with KABA
In the Visionest Institute Institute program, we often say that export is not just numbers, markets, and strategy.
In reality, everything begins with something far more essential — understanding the true world of the brand.
Today we had a special session:
we visited one of KABA’s stores — the very space where the brand “comes alive” from the very first minute.
Warmth, calmness, style, and pieces that quietly tell their own stories.
What you see on the shelves is actually the result of 17 years of work, constant exploration, and determination.
For us, it’s crucial to understand:
• What is KABA’s unique style?
• What does the customer feel when they touch the clothing?
• And which international market aligns with the brand’s character — Europe, the Caucasus, or the Middle East?
Today’s visit made one thing very clear:
KABA is a brand that can speak to both professionals and end customers through its story.
This is not fast fashion.
This is Georgian craftsmanship — the kind that deserves its place on the international stage, especially in markets where authenticity and quality matter most.
For us, this was the very first step:
to understand the essence of the brand, feel the environment, and connect with the people behind it.
Only after that comes the technical part — market analysis, positioning, competitor research, logistics…
And all of that works only when you truly understand the story.
Because the first step is — and always will be — the story.
And today, we heard KABA’s story directly from the source.
A special thanks to our lecturers and mentors, Anu-Mall Naarits and Steve Rawling. Their expertise and global perspective are invaluable, helping us translate every emotion and quality of the brand into a solid strategic framework for the international market.
Thank you to Visionest Institute Institute and Estonian Centre for International Development (ESTDEV) for this opportunity.
Ahead of us is a meaningful, demanding, but deeply inspiring journey.