ALTA Group buys Serbia's Idea Marketi as Fortenova exits retail there
What's the deal? Fortenova GroupDealroom has a profile for this one. Try Dealroom → has agreed to sell Idea MarketiDealroom has a profile for this one. Try Dealroom → and four affiliated companies to ALTA RetailDealroom has a profile for this one. Try Dealroom →, a unit of ALTA GroupDealroom has a profile for this one. Try Dealroom →, marking its exit from retail operations in Serbia. The deal, announced September 18, 2026, was undisclosed in value.
What each company does: Idea Marketi is among Serbia's largest retail chains and one of its top 10 employers, running the Idea, Mercator, and Roda brands across more than 80 cities and towns. Fortenova Group is a leading retailer across Southeast Europe.
The transaction also covers Enna Fruit Grocka, a fresh fruit and vegetables supplier; Super kartica, one of Serbia's largest loyalty programmes; M-Profil, a real estate company; and mStart Business Solutions, an IT services provider specialising in SAP.
Why now? Fortenova said becoming the market leader in Serbia would require large, long-term investments in a market with its own structure and dynamics. Instead, it is redirecting focus to markets where it already leads and where the euro is the operational currency.
What's the endgame? ALTA Retail is expanding into retail as part of a broader diversification strategy. Chief executive Fabris Peruško said the buyer "now has the opportunity to take the operations to the next level," while ALTA called the acquisition "one of the greatest business achievements of our company on the Serbian market."
ALTA said it intends to modernise processes and add innovation while preserving the identity and traditions of the Idea, Mercator, and Roda brands, framing the deal as an investment by domestic capital in Serbian retail.
The signal: The sale reflects a broader reshaping of Southeast European retail, with regional operators shedding assets to concentrate on core markets while local capital moves to consolidate strong brands. For Serbia, control of one of its largest chains shifts to a fast-growing domestic business system betting on retail as its next growth platform.
Read more: fortenova.hr
Image credit: Jungle Jim's International Market
