Fortenova Group to sell Serbian retail business to Alta Retail

Fortenova Group has signed an agreement to sell its retail business in Serbia to Alta Retail, a company owned by Davor Macura. The transaction involves the sale of business shares in Idea Marketi, one of Serbia’s largest retail chains, which operates under the Idea, Mercator, and Roda brands.

The deal also includes four related companies that provide essential operational and technological infrastructure: Enna Fruit Grocka Beograd (fruit and vegetable supplier), Super Kartica Beograd (loyalty program), M-Profil SPV Beograd (real estate), and mStart Business Solutions Beograd (IT solutions).

While the purchase price for the retail operations is approximately €40 million, the total transaction value is estimated to reach around €140 million, as Alta Retail will also assume approximately €100 million in debt. Fortenova Group CEO Fabris Peruško stated that the decision to exit the Serbian retail market allows the group to focus resources on markets where they hold leading positions and where the euro is the primary currency.

Alta Retail is part of the rapidly growing Alta Group, which has significant interests in the financial sector, including Alta Bank and Alta Pay. The acquisition marks Macura’s first major entry into the retail sector.