Gulbelė started its activity in 1990 as a public catering cooperative of Šakiai district and during more than three decades has grown into one of the largest regional retail chains in Lithuania. Currently, the company owns 64 stores in Šakiai, Vilkaviškis, Marijampolė, Jurbarkas, Panevėžys, Šilalė, Tauragė, Kelmė districts, Kazlų Rūda, Kalvarija and Prienai. In 1999, Gulbelė joined Aibė, the largest retail group in the Baltics, and became the largest member of the alliance. Gulbelė was one of the first in the region to start implementing self-service services in network stores and in 2020 started their e-shop www.e-gulbele.lt. The company currently has 400 employees and has reached an annual turnover of over 40 million Eur.