Rolf Deckenkonstruktionen Georgia, a manufacturer of suspended ceilings, is planning to expand into neighboring Armenia and Azerbaijan, where the company currently holds a 10% market share. To strengthen its presence and increase market share, Rolf Deckenkonstruktionen Georgia intends to establish representative offices in both countries this year.
“Currently, there is a lack of technical knowledge in these markets; so we plan to open representative offices on-site this year to greatly enhance our relationships. We see significant potential for growth in the Armenian market, especially given the rapid development of the construction sector in Armenia in recent years,” Giorgi Bekarashvili, CEO of Rolf, told Golden Brand.
With years of professional experience, Rolf specializes in manufacturing high-quality European standard Griliato cellular ceilings and metal ceiling decorations, utilizing advanced German technology. Currently dominating the Georgian market with a 80% share, Rolf’s comprehensive service offers everything from measurement and design to visualization, professional installation, and post-installation warranty.
Q. In the category ‘Decorative Suspended Ceilings’, Rolf Deckenkonstruktionen Georgia has become a Golden Brand winner. Can you tell us about the main advantages of the company that led to this win?
A. Throughout our company’s long history, we have taken great pride in the quality of our products, which we maintain despite market demand for lower-cost alternatives. Our team believes investing in and enhancing high quality will yield positive long-term responses from our customers. We see numerous examples of this, with many clients trusting us implicitly and collaborating with us for years.
The qualifications of our employees and installers, along with our commitment to customer-oriented service, are also crucial. We take pride in conducting all our work with German precision and professionalism. Since the founding of our company, the demand for suspended ceilings has consistently increased, and we can confidently assert that our company plays a significant role in this growth. We strive to provide construction and renovation companies, and developers, with comprehensive information about the functional, financial, and other advantages of our products, in alignment with modern construction standards and trends.
Q. Please tell us how the company started and the role of German expertise therein.
A. We began working on the Georgian production of Rolf in 2020, taking about two years to equip the facility with the necessary equipment, model the production space, and set up production lines and products. During this time, we also conducted personnel and management training in Germany, Turkey, and China, with significant support from the Ministry for Economic Affairs and Energy through the GIZ program. The state program “Produce in Georgia” also played a crucial role in our progress.
Our team has been involved in the import and sale of suspended ceilings, along with accompanying installation services, since 2015. We gained considerable experience in this area; but establishing production in Georgia presented a completely different challenge. Without the valuable insights gained from German expertise, our development and success would have required significantly more time and effort.
Q. What are the key milestones in the history of Rolf Deckenkonstruktionen Georgia?
A. Our initial five-year development strategy, covering the years 2022 to 2027, outlines detailed plans for each stage of our growth.
In 2022 we commenced production of Griliato-type cellular metal ceilings in the first “A” sector of our facility. By the end of 2023, we completed the construction of the “B” sector, which allowed us to begin production of baffle-type linear ceilings in 2024. In February 2025, we added a new “C” sector, featuring production lines for clip-in type panel ceilings and additional lines for the existing Griliato and baffle-type ceilings. This sector encompasses 1,200 square meters of production and warehouse space, including a conference hall, cafeteria, and office areas, all fully equipped with modern production lines and infrastructure. In 2026, we plan to introduce the fourth “D” sector, which will be even larger and will include nearly all remaining models of modern metal suspended ceilings within this industry.
Throughout, our primary challenge has been to raise awareness in the Georgian market regarding the demand for this type of ceiling. We have successfully addressed this challenge in both the local market and neighboring countries. For the past three years, our products have been exported to Armenia and Azerbaijan.
Q. What has Rolf Deckenkonstruktionen Georgia contributed to the domestic market and how has it influenced the development of the sector?
A. Our company entered the market at a time when state construction policies were being tightened and modernized. This shift made it essential for the construction sector to implement high-standard fire, ventilation, and emergency systems. As a result, most communications have been relocated to the ceiling, creating a demand for easy access to these systems. Our suspended ceilings serve not only a design purpose but also facilitate this access. By manufacturing locally, we are able to provide high-quality products at more competitive prices compared to imported alternatives. This approach has significantly contributed to the rapid development of the sector while enabling the maintenance of modern and effective interior design, even with regulatory challenges.
Q. What progress has the company made in its plans to penetrate EU markets?
A. In EU countries multi-year cooperation deals with customers are mainly under discussion, but this is greatly affected by the unstable environment in our country. Currently, we have established agreements with three dealership companies in France, Germany, and Belgium. We hope to finalize these agreements by the end of the year, provided the domestic political situation does not impede our progress.
Q. What is the current status of the planned production of panel suspended ceilings and LED lights?
A. The production and sale of panel ceilings have been underway for several months. These aluminum ceilings are primarily used in medical institutions and restaurants due to their antibacterial properties, which are required by the HACCP standard for kitchen use.
As for LED lights, we currently have about 10 models of Rolf lights, which we assemble on-site. We import the components of the lights from various countries. The full on-site production of lights is a future goal.
I can share that by 2027, we plan to produce nearly all types of suspended metal ceilings available in the market. From 2028 to 2033, we aim to develop other sectors related to metal production. We will definitely be producing decorative metal facades.
Q. How would you assess the qualifications and quantity of the workforce in this industry?
A. This is one of the biggest challenges facing the Georgian market as a whole. Even before launching production, we realized that there was a significant lack of qualified personnel in this field within the country. We primarily address this issue ourselves, providing local training programs and, when necessary, sending staff abroad to improve their skills. In our company, the salaries of technical personnel sometimes exceed those of managers due to the considerable shortage of skilled workers in this area.
Q. What does the Golden Brand Award mean to you, and how do you plan to incorporate it into your company’s PR and marketing activities?
A. Honestly, we were not surprised to receive this award. Every member of our team works tirelessly every day to contribute to the company’s growth. It is gratifying to have our efforts recognized, and we believe this award will give potential customers who have not yet engaged with us the confidence to start a relationship with our company. Rolf publishes our company’s image magazine annually, and we are excited that your award will prominently feature on the cover in 2025.
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