Adjara Group
Adjara Group is a Georgian multi-directional holding founded in 2010 operating eight hospitality, F&B, co-working, sports, and regenerative-agriculture brands across 16 buildings and ~1,700 employees, serving travelers, local consumers, and corporate clients primarily within Georgia.
- Company typePrivate
- Founded2010
- HeadquartersTbilisi, Georgia
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Adjara Group does
Adjara Group is a privately held Georgian multi-directional holding company founded in 2010 by Temur Ugulava, headquartered in Tbilisi with a portfolio of eight consumer brands spanning hospitality, food and beverage, co-working, sports, cultural programming, and regenerative agriculture. The company operates 16 buildings totaling more than 560,000 square meters and employs approximately 1,700 staff, with a flagship hotel estate (ROOMS in Tbilisi, Kazbegi, Bakuriani and Batumi, plus Stamba Hotel and a Holiday Inn franchise totaling roughly 770 keys), a 200-bed hostel (Fabrika), co-working (D Block), 12 padel courts (Gym Breeze), a 8,000-10,000-capacity event venue (Radio City), and Udabno — a 20,000-hectare regenerative farm producing almonds, dairy, and wine that the company describes as Europe's largest such initiative.
The underlying operational technology centers on adaptive reuse of Soviet-era and historic buildings, an in-house Collective Development team that handles design, construction, and brand creation, and proprietary assets including SpaceFarms (a 200-square-meter seven-tier vertical farm using 75 percent less water than conventional farming), the Warehouse natural wine collection with 400+ labels, the Tbilisi Photography & Multimedia Museum, and a regenerative agriculture supply chain spanning 1 million almond trees and 15,300 livestock. The company's revenue mechanics span transaction-based streams (restaurants, events, farm shop sales, delivery via Glovo and Wolt), subscription/recurring streams (hotel rooms, co-working memberships, padel and gym subscriptions), franchise royalties (Holiday Inn Tbilisi), and travel industry distribution.
The customer base is highly fragmented across international and domestic travelers, local F&B customers, creative professionals using D Block co-working, corporate event clients at Radio City, wellness enthusiasts at Gym Breeze, and sustainable-living consumers buying Udabno products. The company sells direct-to-consumer through brand websites, walk-ins, and direct bookings while supplementing reach through delivery platforms and travel trade partners. The company holds UN Global Compact and UN Women's Empowerment Principles memberships and has been recognized with the 2023 Corporate Sustainability Award and two Millennium Foundation Gender Equality Awards (2020, 2021).
Adjara Group firmographics
Firmographics- Name
- Adjara Group
- Legal name
- Adjara Group LLC
- Website
- https://adjaragroup.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Adjara Group is a Georgian multi-directional holding founded in 2010 operating eight hospitality, F&B, co-working, sports, and regenerative-agriculture brands across 16 buildings and ~1,700 employees, serving travelers, local consumers, and corporate clients primarily within Georgia.
- Ownership category
- akta.pro rank
Adjara Group industry classification
Industry- Product category
- Hospitality Services
- NAICS
- Traveler Accommodation (7211), Arts, Entertainment, and Recreation (71), Restaurants and Other Eating Places (72251), Convention and Trade Show Organizers (56192)
- SIC
- Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Services-Amusement & Recreation Services (7900), Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Corporate Incentive, VIP & Hospitality Programs (HSACADAN)
- akta.pro secondary industries
- Incentive Travel Programs & Retreat Events (Offsites) (MPAGAHAH), Remote/Alternative Accommodation Management (Cabins, Tiny Homes, Glamping) (BPAJAIAG)
Keywords
Where Adjara Group is headquartered
LocationHeadquarters
- HQ city
- Tbilisi
- HQ country
- Georgia
- HQ region
- Asia
Offices16 records
Markets served
Adjara Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain, Technology or R&D
Revenue model
- Hotel Accommodations: Revenue from hotel rooms and suites across ROOMS brand (Tbilisi, Kazbegi, Kokhta, Batumi) and Stamba Hotel. Rooms range from 95 to 156 rooms across various properties.
- Food and Beverage: Restaurants, cafes, bars, and catering services including Café Stamba, Lolita, Shukura restaurant, Diner at Radio City, Warehouse natural wine collection. Transaction-based dining and events.
- Hostel and Co-working: Fabrika hostel (52 private rooms, 149 dorm beds) and D Block co-working spaces offering flexible work solutions. Subscription and per-use pricing.
- Events and Venues: Large-scale event spaces including Radio City with 8,000-10,000 person capacity. Corporate events, weddings, conferences, and cultural events.
- Sports and Recreation: Gym Breeze padel courts (12 courts across two locations), Shukura pool and seaside access, spa and wellness facilities.
- Agricultural Products: Udabno farm products including fresh eggs, buffalo and cow dairy, almond oil, natural honey, vegan ice cream, and almond-based pastries sold at farm shop.
- Franchise Operations: Holiday Inn Tbilisi - first Holiday Inn franchise in Georgia, operating since 2010 with 270 rooms.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Holiday Inn Tbilisi rooms starting category with standard amenities |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
Adjara Group product offering
Product offeringCore offering
Adjara Group is a multi-directional Georgian holding company that operates a portfolio of lifestyle hotels (ROOMS, Stamba, Holiday Inn Tbilisi), a hostel and cultural center (Fabrika), co-working spaces (D Block), restaurants and bars (Lolita, Cafe Stamba, Warehouse natural wine bar, Chocolaterie & Roastery), sports and leisure venues (Gym Breeze padel courts, Shukura seaside venue), a mixed creative and event hub (Radio City), and a regenerative agriculture and hospitality estate (Udabno and Udabno Caravan). The company sells accommodations, food and beverage, event space, sports facility access, and farm-produced goods directly to consumers through its own branded websites and on-site operations across Georgia.
Product overview
Adjara Group is a multi-directional hospitality and lifestyle holding company operating a diverse portfolio of distinct brands rather than a unified platform. The portfolio includes hotel brands (ROOMS with 4 properties, Stamba Hotel, Holiday Inn Tbilisi franchise), cultural/creative spaces (Fabrika cultural center, Radio City creative hub, Tbilisi Photography & Multimedia Museum), co-working (D Block workspaces at multiple locations), food & beverage (Cafe Stamba, Lolita restaurant, Warehouse wine bar, Chocolaterie & Roastery, Radio City Diner), sports & wellness (Gym Breeze padel courts, Shukura seaside venue), and agriculture (Udabno regenerative farm spanning 20,000 hectares with Udabno Caravan and The Shop). These brands operate across hospitality, food & beverage, agriculture, health & wellness, arts, sports, entertainment, and education sectors, creating an interconnected ecosystem where properties share resources, talent, and philosophy while maintaining distinct identities. The company also develops new projects through its Collective Development division, managing architecture, construction, and brand development in-house.
Differentiator
Problem solved
Functional benefit
Brands
- ROOMS: Trailblazing Georgian lifestyle hotel brand with properties in Tbilisi, Kazbegi, Batumi, Bakuriani (Kokhta), and upcoming Abastumani. Features hotel, restaurant, bar, and events.
- Stamba
- Fabrika
- D Block
- Lolita
- Gym Breeze
- Shukura
- Radio City
- Udabno
- Udabno Caravan
- SpaceFarms
Products and services
- ROOMS Hotels Trailblazing Georgian lifestyle hotel brand operating four distinct properties across Tbilisi, Kazbegi, Batumi, and Bakuriani (Kokhta), each celebrating the local landscape and cultural heritage through design-led accommodations, restaurants, bars, and event venues. Aimed at leisure and business travelers seeking unique Georgian stays.
- Stamba Hotel A vibrant hotel ecosystem located inside a refurbished Soviet-era publishing house in Tbilisi that combines hotel accommodations, cafes and bars, a chocolate roastery, urban vertical farm, photography museum, co-working, and Georgia's largest natural wine collection for travelers and local guests.
- Holiday Inn Tbilisi Georgia's first Holiday Inn franchise, a 270-room hotel with spa, gym, and outdoor pool operating under international Holiday Inn brand standards and serving both business and leisure travelers in Tbilisi.
- Fabrika Hostel and Cultural Center A hostel and cultural center built inside a former Soviet sewing factory in Tbilisi, offering 52 private rooms and 149 dorm beds alongside cafes, bars, artist studios, shops, educational institutions, and co-working space for individual travelers and creative communities.
- D Block Co-working A network of collaborative workspaces promoting synergy among creative industries, startups, and innovators, offering workrooms and shared workspaces designed to support knowledge-sharing and a vibrant community for entrepreneurs, freelancers, and small teams.
- Radio City Creative Hub A multi-functional creative hub at the edge of Tbilisi combining cafe, bar, co-working spaces, padel courts, and a large event venue with 8,000-10,000 person capacity for festivals, conferences, art fairs, and concerts.
- Gym Breeze Padel and Sports An experimental sports and wellness brand operating Georgia's largest padel network with 12 courts across two Tbilisi locations (Ninoshvili and Radio City), blending active lifestyle with leisure and community engagement.
- Lolita Restaurant and Bar A Tbilisi cafe and bar inside a 19th-century building serving contemporary New American cuisine, handcrafted cocktails, and outdoor seating built around locally sourced ingredients and an open kitchen.
- Shukura Seaside Venue A seaside restaurant, pool, and bar venue in Tsikhisdziri on the Black Sea coast, blending the remnants of a 19th-century sanatorium with tropical design and offering direct sea access alongside food and beverage service.
- Udabno Regenerative Farm Europe's largest regenerative agricultural initiative spanning 20,000 hectares in Kakheti, comprising almond orchards, vineyards, olive groves, livestock, an almond processing plant, dairy, honey, and an on-site farm shop that supplies Adjara Group restaurants.
- Udabno Caravan Retreat A minimalist retreat experience within the Udabno estate offering caravan stays for guests seeking simplicity and a deep connection with the natural landscape of Kakheti.
- The Shop (Udabno) A retail farm shop in Tbilisi operated under the Udabno brand, selling fresh eggs, buffalo and cow dairy, almond oil, natural honey, vegan ice cream, and almond-based pastries free from artificial additives.
- SpaceFarms Vertical Farming Georgia's pioneering urban vertical farming project located inside the Stamba ecosystem, cultivating baby greens, leafy greens, edible flowers, strawberries, and miniature vegetables across 200 square meters of seven-level racks using 75% less water than conventional farming.
- Collective Development An in-house development team that transforms brownfield projects into hotels, restaurants, and cultural hotspots, integrating design, architecture, construction, and customer-experience expertise to deliver upcoming Adjara Group projects such as Rooms Abastumani, Kutaisi Silk Factory, and Rustavi Fire Station.
Quantifiable outcome
- Udabno awarded Corporate Sustainability Award for 'Udabno Regenerative Transition' project in SME category under #SDG12
- +3 more outcomes
Companies that use Adjara Group
Customer profileNamed customers6 records
Segments6 records
Ideal customer profiles5 records
Adjara Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Adjara Group partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core and minor.
- UNICEF GeorgiacoreUNICEF Georgia coordinated the Junior Tech program with Adjara Group support, providing 8-month technology training for 100 young people including socially disadvantaged youth and individuals with disabilities.
- BTU (Business and Technology University)coreBTU coordinated the Junior Tech program, an 8-month technology training program supported by Adjara Group, designed for 100 young individuals in Georgia.
- UN Women GeorgiacoreAdjara Group partnered with UN Women Georgia on the Economic Empowerment of Women project, hosting participating women at Fabrika Hostel for hospitality masterclasses.
- TASO FoundationcoreTASO Foundation collaborated with Adjara Group and UN Women on the Economic Empowerment of Women project, supporting women in pursuing their passions.
- FAO (Food and Agriculture Organization of the United Nations)coreFAO collaborated with Adjara Group on training sessions for small-scale food manufacturers in Tbilisi and Bakuriani, aimed at sharing expertise with producers, promoting regional employment, and raising awareness of local products.
- EBRD (European Bank for Reconstruction and Development)coreEBRD partnered with Adjara Group on training sessions for local food producers, supporting the growth of agritourism in Georgia.
- Economic Policy Research CenterminorCo-organized the sixth annual Tbilisi International Conference 'Slava Ukraini!' at Rooms Hotel Tbilisi, bringing together experts from US and Europe.
- McCain InstituteminorCollaborated with Adjara Group on Tbilisi International Conference focusing on Ukraine's relationship with Georgia and future of NATO and EU.
- George W. Bush Presidential CenterminorCollaborated on Tbilisi International Conference addressing geopolitical issues and international cooperation.
- TBC BankminorTBC Concept space hosted the press conference for Safe Haven program. Nino Kvernadze from Adjara Group participated in program launch.
- Safe Haven Program PartnersminorEducational and entrepreneurship program for female Ukrainian students and startup founders, with Adjara Group hosting participants at Fabrika Hostel.
- GlovominorPartnership for charity initiative during COVID-19, with funds partly collected through Glovo delivery platform.
- WoltminorPartnership for charity initiative during COVID-19, with funds partly collected through Wolt delivery platform.
- Georgian Farmers' AssociationcoreOngoing partnership supporting local producers and incorporating high-quality Georgian ingredients into operations. The association plays a vital role in strengthening Georgia's agricultural sector.
- MAC GeorgiaminorLong-term partnership with MAC Georgia for disability awareness initiatives. Adjara Group hosted SHUKI MOVIDA talk series at Rooms Tbilisi, drawing over 300 attendees.
- TEDxTbilisiminorTEDxTbilisi founder Meri Gabashvili provided training for speakers at MAC Georgia's disability awareness event hosted by Adjara Group.
- USAIDcoreUSAID Economic Security Program partnership with Adjara Group for Rooms Abastumani development. USAID Mission Director visited the project site to discuss regional development opportunities.
Scale indicators15 records
Recent moves9 records
Expansion highlights6 records
Adjara Group competitors and assessment
Company assessmentMarket position
Strengths4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Adjara Group social profiles
Digital presenceAdjara Group compliance and trust
Trust signalCompliance2 records
Adjara Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Adjara Group leadership team
Management profileNumber of profiles
Profiles8 records
Adjara Group subsidiaries and ownership
Company hierarchySubsidiaries11 records
Adjara Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Adjara Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Adjara Group
What does Adjara Group do?
Adjara Group is a multi-directional Georgian holding company that operates a portfolio of lifestyle hotels (ROOMS, Stamba, Holiday Inn Tbilisi), a hostel and cultural center (Fabrika), co-working spaces (D Block), restaurants and bars (Lolita, Cafe Stamba, Warehouse natural wine bar, Chocolaterie & Roastery), sports and leisure venues (Gym Breeze padel courts, Shukura seaside venue), a mixed creative and event hub (Radio City), and a regenerative agriculture and hospitality estate (Udabno and Udabno Caravan). The company sells accommodations, food and beverage, event space, sports facility access, and farm-produced goods directly to consumers through its own branded websites and on-site operations across Georgia.
Is Adjara Group a public or private company?
Adjara Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Adjara Group founded?
Adjara Group was founded in 2010. It employs 1,001 to 5,000 people.
Where is Adjara Group based?
Adjara Group is headquartered in Tbilisi, Georgia, in the Asia region.
How does Adjara Group make money?
Seven revenue lines are on record. Hotel Accommodations are the primary driver. The others are food and Beverage, hostel and Co-working, events and Venues, sports and Recreation, agricultural Products and franchise Operations.
Does Adjara Group have an API?
No public API is recorded for Adjara Group.
What industry is Adjara Group in?
Adjara Group's product category is Hospitality Services. Its primary akta.pro industry code is HSACADAN, Corporate Incentive, VIP & Hospitality Programs, with a secondary code of MPAGAHAH, Incentive Travel Programs & Retreat Events (Offsites). Its NAICS code is 7211 and its SIC code is 7000.