Why Arman Gevorgyan says business isn’t just profit
“Commitment to principles and a readiness to make bold decisions—that is what matters on the path to success,” noted Arman Gevorgyan, CEO of Luxe Group of Companies, in an exclusive interview with HoReCa Magazine Armenia.
“Mr. Gevorgyan, could you tell us about the beginning of your business journey?”
— Luxe Group of Companies was founded in 1992 as a family business with the opening of the first store offering gifts, branded tableware, and decor. Gradually, the project grew into a sustainable structure with several independent divisions, each occupying its own niche in the market.
Arman Gevorgyan: Today, Luxe Group of Companies unites retail, the restaurant business, the distribution of professional tableware, and a store of branded watches and accessories.
Over time, Luxe Group of Companies has specialized in:
➤ Retail: The Luxe Concept Stores network specializes in the sale of high-quality tableware, decor items, and gifts. The assortment is aimed at customers who value functionality, aesthetics, and reliable quality.
➤ Rivoli de Luxe, a store of branded watches and accessories: Since 2009, we have represented many well-known brands in Armenia. Over these years, we have built strong partnerships with a number of premium brands and established a stable customer base.
➤ Luxe HoReCa: While developing the restaurant division, we encountered a shortage of professional tableware on the local market. This became the basis for launching a new division—Luxe HoReCa. Starting with supplying our own cafes and restaurants, we expanded into the B2B segment.
Arman Gevorgyan: Since 2016, the company has been the official distributor of a number of well-known brands specializing in premium tableware and equipment for HoReCa. Luxe HoReCa supplies tableware to a significant portion of the local restaurant market, and we also have partners in Tbilisi and Moscow who use our tableware for their establishments.
“— What marked the beginning of your journey in the restaurant industry?”
— In 2014, we opened our first project—Coffeeshop Company, becoming the first branded franchise from Austria in Armenia. Besides being our debut in the foodservice sector, the project quickly became widely known and beloved.
Arman Gevorgyan: Initially, we planned to open several locations in Armenia, but we ultimately exceeded expectations, and other projects followed the first one. Two years later, we launched a second location on Northern Avenue. Like the first, it created a real sensation and became one of the most talked-about cafes in the country.
For a long time, we searched for a suitable space on the Cascade. This location was fundamentally important to us, and in 2018 we managed to open a branch there—one of the most successful to date.
Arman Gevorgyan: Later, we received an offer from ID Bank for a collaboration. After studying international cases, we decided to implement a co-branding concept and opened a flagship branch under the brand Espress It by Coffeeshop Company.
This format involves collaboration with various platforms: banks, gyms, and others. It was the first project of its kind in Armenia—innovative and highly successful. Soon, the establishment will feature updates aligned with contemporary trends.
The fifth branch opened on Tumanyan Street. It was also successful but is currently temporarily closed for renovation and rebranding. We are returning there with a completely new and original concept, and it will no longer be focused on coffee. It will be something that, in our view, this street has been greatly lacking.
For the first time, I will share this idea with you: it will be a Caucasian bistro with a Georgian accent. But not in the usual Armenian understanding of a “canteen.” We were inspired by the original meaning of the French word bistro—as a place for everyday visits by modern people.
It will be a light, trendy establishment with an open kitchen, where one can not only enjoy khinkali and shashlik but also watch the cooking process in a lively and relaxed atmosphere. Arman Gevorgyan
