A Legacy Built by Family

The Machavariani family’s journey began with a clear belief: Georgia deserved direct access to the world’s finest fashion brands, presented with integrity, expertise, and respect for craftsmanship.

As a family-owned business, New Trend has always focused on long-term vision rather than short-term trends. Each generation has built on the previous one, blending tradition with innovation and heritage with a modern outlook.

Pioneers of Premium Fashion in Georgia

New Trend was among the first to introduce premium and designer fashion concepts to the Georgian market, setting international retail standards before they became widespread.

We were pioneers of the premium department store format, direct partnerships with leading international fashion houses, a curated balance of global relevance and local taste, and elevated retail experiences that go beyond shopping.
Through continuous investment in brands, spaces, and professional expertise, New Trend helped redefine premium fashion retail in the region.

Curated, Not Collected

Our selection is based on curation, not volume. Every brand and collection is chosen with intention, reflecting quality, design integrity, and contemporary relevance.

From renowned fashion houses to forward-thinking designers, New Trend presents a refined portfolio for confident individuals who value authenticity and style.

More Than Retail

New Trend is also a cultural platform where fashion, art, and lifestyle meet. Through events, collaborations, and immersive store concepts, we actively engage with our community and contribute to Georgia’s evolving fashion landscape.

Looking Forward

Rooted in heritage and guided by vision, New Trend continues to evolve, embracing new ideas, new generations, and new ways of experiencing fashion while staying true to its founding values.