Markets
Serbia
The gateway to the Western Balkans, with dynamic drugstore and pharmacy chains and strong affinity for Italian products.
- Capital
- Belgrade
- Population
- ≈ 6.6 M
- Currency
- RSD
- Language
- Serbian
- Status
- EU candidate country
Retail landscape
Modern grocery is led by regional supermarket groups and international discounters; beauty is driven by drugstore chains and large pharmacy networks.
Retail channels
Leading retail groups in the market
- Maxi
- Idea
- Lidl
- Univerexport
- Lilly Drogerie
- dm drogerie markt
- Benu
Examples of the market landscape; not a list of partners.
Regulatory framework
Serbia is outside the EU: national product registration and Serbian-language labelling apply alongside EU-compliant product information files.
Portfolio fit
Drugstore and pharmacy chains reward clean, Italian-made propositions — a strong fit for DAVAJ, CIPOLLINO and PHYTO LIVE.
Distribution hub & local contact
Distribution hub & local contact
TSM GROUP SRL, a subsidiary of TARGET S.r.l., is the official exclusive distributor of TARGET brands in this market. Deliveries are planned from regional stock, coordinated directly with chain distribution centres.
Local contact to be published shortly.
Commercial partnership
Let's build something exceptional.
Tell us about your store network and we will prepare an assortment proposal, commercial terms and a launch plan for your market.