Fortenova grupa, a Croatian conglomerate, has officially exited the Serbian market by selling its Idea market chain to ALTA Retail, a company owned by Davor Macura. This transaction, finalized in mid-September, includes the transfer of four associated companies: Enna Fruit, Super Kartica, M-Profil, and mStart. The sale marks a significant shift in the Serbian retail landscape, as Idea Marketi is one of the largest retail chains in the country and ranks among the top ten employers.
The decision to sell was influenced by Fortenova’s strategic assessment that maintaining competitiveness in Serbia would require substantial long-term investments. The Serbian market’s unique dynamics and specificities were cited as key factors in Fortenova’s decision to focus its resources on markets where it already holds a leading position and which are predominantly linked to the euro currency.
The sale of Idea Marketi and its associated companies is part of a broader trend of Fortenova divesting its Serbian assets. Earlier, the conglomerate sold Dijamant, Serbia’s largest edible oil producer, to MK Group. This move aligns with Fortenova’s strategy to concentrate on markets where it can sustain a leadership role without the need for significant new investments.
ALTA Retail’s acquisition of Idea Marketi includes a comprehensive infrastructure and technological-logistical support system. Enna Fruit, one of the leading distributors of fresh fruits and vegetables in Serbia, along with Super Kartica, M-Profil, and mStart, provide essential support services such as loyalty programs, property management, and IT solutions.
The exit of Fortenova from Serbia follows a period of financial challenges for Idea Marketi. The retail chain reported a dramatic increase in net losses, rising by 968% from €3.2 million in 2024 to €34.54 million in 2025. Additionally, business revenues fell by 14%, from €910.9 million to €779.9 million. These financial difficulties were compounded by regulatory changes in Serbia, including proposed limits on trade margins for large retail chains, which may have influenced Fortenova’s decision to sell.
Davor Macura’s ALTA Retail, which has been expanding its business ventures through significant contracts with state enterprises, views this acquisition as a strategic opportunity to enhance and modernize the acquired brands while maintaining their established identity. The acquisition is expected to impact the Serbian retail market, potentially affecting employment and competition dynamics.
The long-term implications of this sale for the Serbian retail sector remain uncertain. While it could lead to increased competition and potentially better services for consumers, there are concerns about the impact on employment and the market’s competitive landscape. The reactions from employees and consumers regarding the change in ownership are yet to be fully understood.
Industry experts suggest that the Serbian retail market will need to adapt to these changes, with potential shifts in market strategies and consumer engagement. The success of ALTA Retail in integrating and revitalizing the acquired operations will be closely watched by market analysts and stakeholders.
