Idea ( sr-Cyrl, Идеа) is a retail chain in

Serbia , image_flag = Flag of Serbia.svg , national_motto = , image_coat = Coat of arms of Serbia.svg , national_anthem = () , image_map = , map_caption = Location of Serbia (gree ...

, part of Mercator-S. Through a small and super format, IDEA is intended for everyday shopping.

History

The first IDEA store, then owned by Croatian

Agrokor Agrokor () was a conglomerate, largely centered in agribusiness, with headquarters in Zagreb, Croatia. Founded in 1976 as a flower grower, it became a joint stock company in 1989, with 100 percent ownership held by founder Ivica Todorić. It grea ...

, was opened in 2005 in Belgrade. After Mercator-S and Idea merged in 2014, Idea became part of the Mercator Group, and since April 2021 it has been an integral part of the

Fortenova Group Fortenova Group () is a food producer and retailer headquartered in Zagreb, Croatia. It began operations on 1 April 2019. The company was formed through the implementation of the Settlement Plan agreed upon by the creditors of Agrokor. Agrokor, d ...

retail. By 2022, the company has developed a network of almost 300 IDEA and IDEA Super stores in almost 100 cities in Serbia. In addition to supermarkets, customers can order items from the IDEA range of products via the IDEA online store. In addition to selling products made by Serbian and global brands in retail stores and through the online store, IDEA has also created its own brand K plus, which has more than 2,000 products in its range. According to research by the GfK agency, the K plus brand is one of the most recognizable brands in Serbia. As part of the Fortenova Group, IDEA as a partner and organizer participates in many humanitarian actions, among the most famous is the “IDEA Caravan”.

References

{{Authority control Supermarkets of Serbia Retail companies established in 1992 Agrokor Serbian brands Serbian companies established in 1992 Companies based in Belgrade

History

See also

References