Croatian Fortenova Group Sells Serbian Retail Businesses to Alta Retail
Fortenova Group has agreed to sell its retail chain Idea marketi, along with four associated companies in Serbia, to Alta Retail. This marks the group's full exit from the Serbian retail sector and includes key entities such as Enna Fruit Grocka Belgrade, mStart Business Solutions Belgrade, Super kartica Belgrade, and M-Profil SPV Belgrade. Fortenova operates under brands Idea, Mercator, and Roda in over 80 locations across Serbia, making it one of the country's largest retail chains. The CEO of Fortenova Group explained that exiting the Serbian market allows for a strategic focus on regions where the company is already dominant and uses euros as an operational currency. Alta Retail, part of the larger Alta Group, emphasized its commitment to modernizing operations while preserving brand identity and values. The financial terms were not disclosed, but the deal requires regulatory approvals before completion. This transaction follows Fortenova's earlier sale of Dijamant to MK Group in June 2026.
Topics: Alta Group Croatia Fortenova Retail Serbia