What Libogroup does

Libogroup LLC is a privately held Georgian sales, marketing, and distribution company founded in 2003 and headquartered in Tbilisi, with operational reach covering both Georgia and Armenia. The company purchases consumer goods, hygiene products, and personal care items from international brand owners (including Ontex, Sarantis Group, Ergopack, VGP, Farmaceutici Dottor Ciccarelli, Flormar, Holle, and Dorco) and resells them to retailers, pharmacy chains, and wholesale buyers across the region. It serves more than 14,000 points of sale through seven warehouses (five in Georgia: Tbilisi, Kutaisi, Batumi, Gori, Telavi; two in Armenia: Yerevan, Gyumri) and operates dedicated field-sales teams for each major channel — modern trade (42% of mix), pharmacy (22%), traditional trade (20%), and wholesale (16%). Its portfolio spans more than 30 international brands across baby care (Canbebe, Canped), household cleaning (Ave, Fino, Dr. Sauber, NOVAX, DOMI), personal care (STR8, Vatika, Dorco), oral care (Pasta Del Capitano), sun care (Carroten), sanitary products (Ruta, Windelhosen), cosmetics (Flormar), and organic baby food (Holle).

The company generates revenue through transactional margins between wholesale procurement cost and downstream distribution pricing, supplemented by marketing, brand promotion, and merchandising services it provides on behalf of the brand owners. Its go-to-market combines sales-led field execution (with specialized teams per channel), distribution partnerships with international brand owners (where Libo Group serves as the exclusive or official in-region distributor), and multi-channel marketing including TV, digital, influencer, and in-store merchandising campaigns. Named enterprise customers include Carrefour, Nikora, Goodwill, Clean House, PSP, Aversi, Impex, Pharmadepo, and GPS, indicating penetration of the largest retail and pharmacy chains in both countries.

Underlying technology is described as core distribution infrastructure and warehouse management rather than proprietary software; no AI/ML, data platform, or technology product is disclosed. Ownership is founder-led (Lasha Badagadze identified as co-founder), and the company has pursued geographic expansion (Armenia entry in 2021) and continuous brand-portfolio extension as its primary growth strategies, with no public funding events, M&A transactions, leadership changes, or third-party investors disclosed in the input.

Name

Libogroup

Legal name

Libo Group

Website

https://libogroup.ge

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Libogroup is a Georgian-founded sales, marketing, and distribution company operating across Georgia and Armenia since 2003, distributing more than 30 international consumer goods and hygiene brands through seven warehouses to over 14,000 points of sale via modern trade, pharmacy, traditional, and wholesale channels.

Ownership category

akta.pro rank

Headquarters

HQ city

Tbilisi

HQ country

Georgia

HQ region

Asia

Offices8 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Product distribution and sales: Libo Group purchases consumer goods and hygiene products from international brand owners (Ontex, Sarantis, Ergopack, VGP, etc.) and resells them to retailers (supermarkets, pharmacies, wholesale, traditional trade) across Georgia and Armenia. Revenue is generated through the margin between wholesale procurement cost and retail distribution pricing. The company also provides marketing and brand promotion services for its portfolio brands.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Libogroup is a marketing, sales, and distribution company that distributes consumer goods, hygiene products, household products, personal care items, baby care products, and cosmetics from more than 30 international brand owners across Georgia and Armenia. The company serves 14,000+ points of sale through seven warehouses, providing both physical distribution and brand marketing services (TV, digital, influencer, BTL merchandising) for its portfolio brands.

Product overview

Libogroup is a distribution and marketing company serving Georgia and Armenia, distributing more than 30 international consumer goods, hygiene, and cosmetic brands. The company operates as a unified distribution platform managing multiple brand portfolios including baby care products (canbebe, canped/Helen Harper), household products (Fino, ave, Dr. Sauber, NOVAX, DOMI, Hobby, voi), personal care (STR8, Vatika, Dorco), oral care (Pasta Del Capitano), sun care (carroten), sanitary products (ruta, Windelhosen), and baby food (Holle). The products are distributed through a network of over 14,000 points of sale including hypermarkets, supermarkets, pharmacy chains, and traditional trade channels across both countries. The company also provides marketing services including TV and digital marketing, influencer marketing, and merchandising support.

Differentiator

Problem solved

Functional benefit

Products and services

• Canbebe (Baby Diapers) Baby diapers brand from Belgian manufacturer Ontex Corporation, focused on creating maximum comfort for mothers and babies with natural components, fast fluid absorption, and leak protection. Market leader in baby diapers in Georgia. Distributed by Libogroup across modern trade, pharmacy, and traditional channels.
• Canped (Adult Diapers) Adult diapers brand from Belgian Ontex, designed to help manage urinary incontinence with specialized technology and comfortable fit for men and women. Distributed through pharmacy chains and healthcare retail. Libo Group holds exclusive rights for Canped in the region.
• Fino (Household Products) Ukrainian household products brand, the #1 brand for housewives offering kitchen care products, cleaning tools, garbage bags, and baking accessories. Five-time consecutive Golden Brand N1 winner in the home care category. More than 17 years of successful development in Ukraine and CIS countries.
• Dorco (Shaving Products) South Korean shaving products company established in 1955, known for world firsts including curved blades, six-blade razors, and seven-blade razors. Distributed by Libogroup in Georgia.
• Carroten (Sun Care) Greek sun care brand founded in the 1980s, offering sunscreen, tanning, and after-sun products with carrot-based formulations and antioxidant properties. Distributed by Libogroup in Georgia since 2019.
• Pasta Del Capitano (Oral Care) Italian toothpaste brand established in 1905 by pharmacist Clemente Ciccarelli, one of Italy's most popular toothpastes with natural ingredients and a full oral care line including toothbrushes. Libo Group is the official distributor in Georgia since 2020.
• Ave (Cleaning and Laundry) Cleaning and laundry products brand, the #1 brand in Georgia and Eastern Europe for household cleaning, dishwashing, and laundry detergents. Distributed by Libogroup.
• Vatika (Hair Care) Hair care range providing complete nourishment for hair and scalp, promoting strong and resilient hair. Distributed by Libogroup across modern trade and pharmacy channels.
• STR8 (Men's Care) European men's care brand from Greece featuring perfumes, post-shave lotions, deodorant sprays, shower gels, and body sprays with multiple fragrance lines. Marketed through celebrity influencer campaigns and TV commercials produced in Georgia.
• Ruta (Sanitary and Hygienic) Ukrainian sanitary and hygienic products brand by VGP, 100% eco-friendly and safe for health. Includes tissues, facial cleansing papers, kitchen towels, and toilet paper. Libo Group has been the official distributor of VGP/Ruta products in Georgia since 2019 and expanded to Armenia in 2021.
• Dr. Sauber (Laundry and Cleaning) German quality laundry products brand offering a wide range of laundry items including garbage bags, kitchen sponges, food packaging, and cleaning wipes. Distributed by Libogroup.
• NOVAX (Household Products) Premium trade mark of household products known for high quality, sophisticated design, and optimal assortment. Distributed by Libogroup.
• DOMI (Household Products) Ukrainian household products brand distinguished by high quality, sophisticated design, and optimal assortment to satisfy consumer needs. Distributed by Libogroup.
• Holle (Organic Baby Food) Swiss baby food brand with over 85 years of experience producing organic and balanced food for infants and children, with Demeter and CO2 neutral certifications. Distributed by Libogroup in Georgia since December 2021.
• Flormar (Cosmetics) Cosmetics brand partner available in the Libogroup portfolio. Distributed by Libo Group in Georgia.
• Windelhosen (Diapers) Diaper brand from Ontex available in the Libogroup portfolio. Libo Group holds exclusive rights for Windelhosen in the region.
• Hobby (Household Products) Household products brand available in the Libogroup portfolio.
• Voi (Brand Portfolio) Brand available in the Libogroup portfolio distributed across the region.
• Distribution and Marketing Services Core distribution, sales, and brand marketing services provided to international brand owners (Ontex, Sarantis Group, Ergopack, VGP, Farmaceutici Dottor Ciccarelli, Flormar, Holle, Dorco) for the Georgian and Armenian markets. Includes warehousing, logistics, channel-specific field sales, merchandising, joint business planning, TV and digital advertising, influencer marketing, and BTL activities.

Quantifiable outcome

• 14,000+ points of sale served across Georgia and Armenia
• +3 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• OntexcoreChannel Partner/ Reseller/ Distributor · 1 January 2021Ontex is a Belgian multinational corporation producing baby diapers, adult/urological, and personal hygiene products (brands: Canbebe, Canped, Windelhosen, Helen Harper). Libo Group serves as the exclusive distributor of Ontex products in Georgia and Armenia for more than 15 years, with Canbebe being the market leader in baby diapers and Canped serving healthcare needs for incontinence. Libo Group holds exclusive rights for Canped and Windelhosen in the region.
• Sarantis GroupcoreChannel Partner/ Reseller/ DistributorSarantis Group is a Greek international company with 50 years of success, dominating the consumer products market in Europe. The company employs 2,600+ people across 4 factories and sells to 110,000+ points of sale globally. Libo Group distributes Sarantis brands including Carroten (sunscreen and tan care) in Georgia since 2019, making high-quality European products available to Georgian consumers.
• ErgopackcoreChannel Partner/ Reseller/ DistributorErgopack is a Ukrainian giant producing home care, personal hygiene, and perfumery products (brands: Melochi Zhizni, Novax, DOMI, STR8, Elode, B.U., Luksja). With over 50 years in production and market, Ergopack maintains European-level quality standards. Libo Group distributes Ergopack products in Georgia and Armenia, with Melochi Zhizni winning Golden Brand N1 for 2021 and 2022 in its category.
• Volyn Global Paper (VGP)coreChannel Partner/ Reseller/ DistributorVGP is a Ukrainian manufacturer producing sanitary and hygienic products under the Ruta brand, which is safe and 100% eco-friendly. Products include tissues, napkins, kitchen paper, toilet paper, and food packaging. Ruta products are imported to Germany, Lithuania, Latvia, Estonia, Hungary, Switzerland, Moldova, Kazakhstan, and other countries. Libo Group has been the official distributor of VGP/Ruta products in Georgia since 2019 and expanded to Armenia in 2021.
• Farmaceutici Dottor CiccarellicoreChannel Partner/ Reseller/ DistributorItalian pharmaceutical and oral care company producing Pasta Del Capitano, the first toothpaste launched in Italy in 1905 based on a recipe by pharmacist Clemente Ciccarelli. The brand maintains leading positions in European markets including Georgia, where Libo Group is the official distributor since 2020.
• FlormarcoreChannel Partner/ Reseller/ DistributorFlormar is a cosmetics brand distributed by Libo Group in Georgia as part of the portfolio of international brands.
• HolleminorChannel Partner/ Reseller/ DistributorHolle is a Swiss baby food brand producing organic and balanced food for infants and young children for over 85 years, using only biodynamic and organic farming produce. Libo Group distributes Holle products in Georgia since December 2021, available at dedicated baby stores and supermarkets.
• DorcominorChannel Partner/ Reseller/ DistributorDorco is a South Korean shaving products company established in 1955, known for world firsts including curved blades, six-blade razors, and seven-blade razors. Libo Group distributes Dorco products in Georgia, with the brand known for innovation in shaving technology.

Scale indicators6 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• DOT Foods: US-based food and consumer goods redistributor serving thousands of retail and foodservice customers across all 50 states. Comparable in serving a large, fragmented customer base across multiple product categories through a centralized warehouse and sales platform.
• Imperial Dade: US-based broadline distributor of foodservice packaging, janitorial, and personal care products serving customers across North America. Comparable as a multi-category consumer goods distributor with regional warehouse infrastructure and a sales-led GTM.
• McLane Company: One of the largest wholesale distributors of consumer goods in the US, serving convenience stores, mass merchants, and restaurants with a multi-category CPG portfolio — analogous to Libo Group's role as a multi-category consumer goods distributor across retail and pharmacy channels.
• Bunzl plc: UK-listed international distribution and outsourcing group supplying a broad range of non-food consumer goods to retailers and other businesses across 30+ countries. Comparable as a multi-category, multi-country consumer goods distribution specialist with channel-specific GTM.
• Core-Mark International: North American convenience-store-focused CPG distributor (now part of Performance Food Group), serving tens of thousands of retail locations across multiple product categories — analogous in scale and breadth of customer base to Libo Group's 14,000+ POS model.
• SpartanNash: US food solutions and wholesale distribution company supplying independent retailers, military commissaries, and food service operators with CPG and grocery products — similar in operating a wholesale distribution backbone across many small-to-medium retail customers.

Others

• Ontex: Belgian multinational manufacturer of baby diapers, adult incontinence, and personal hygiene products whose brands (Canbebe, Canped, Windelhosen) are distributed exclusively by Libo Group in Georgia/Armenia. Included as an ecosystem participant — Ontex's distribution strategy directly determines Libo Group's largest product category.

Direct peers

• Sarantis Group: Greek multinational consumer products company with a comparable model of distributing and marketing a portfolio of owned and partner brands (cosmetics, personal care, household) across 13 countries, primarily in Central and Eastern Europe. Sarantis is also an actual partner-supplier to Libo Group, making the business-model overlap especially close.
• Eurocash Group: Polish wholesale distributor of fast-moving consumer goods operating a nationwide logistics and sales platform across traditional trade, modern trade, and HoReCa — structurally the closest European analogue to Libo Group's multi-channel FMCG distribution model in an emerging market.

Emerging players

• Ergopack: Ukrainian FMCG manufacturer whose brands (Melochi Zhizni, Novax, DOMI, STR8, Luksja) are distributed by Libo Group in Georgia and Armenia. Ergopack similarly operates as a multi-brand consumer goods company with regional distribution ambitions across CIS markets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/LibogroupGeorgia
• LinkedInlinkedin.com/company/libo-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Libogroup