The fastest growing retail chain in Serbia

IDEA is the fastest growing retail chain in Serbia as seen by the growth of its market share.

Awards and recognitions

Superbrands Serbia logo.jpg

Superbrands 2015/2016


Qudal 2016/2017


Best Buy Award 2015/2016

Superbrands 2012/2013

Best Buy Award 2013/2014

When it opened its first Belgrade store in 2005, IDEA launched major efforts to build its retail network, conquer the market, and develop good consumer relations.  In the past decade of constant progress, 2008 proved to be the period of the most intensive growth when, in the course of 12 months, 55 retail stores opened their doors.

By creating a retail network in all major cities characterised by its multiform nature, the company generated loyalty among consumers whom were provided with accessibility in terms of both location and format. IDEA has succeeded in enabling consumers to make both large and small purchases in one place, and this is precisely what has made IDEA a strong brand, both locally and nationally.

IDEA’s retail network today includes more than 300 neighbourhood stores of small and super formats that can be found in practically any place in Serbia. By the size of its stores and the carefully selected product assortment, this retail chain is mainly intended for everyday shopping that allows you to pleasantly surprise your family and loved ones with fresh produce that came into the store the very same day, but it is also great for stock-up shopping. 

K Plus

For almost 10 years IDEA has been continuously working on development of its private brand. During all this time the company, in cooperation with domestic producers, has succeeded in making top quality products, and today there are over 2,000 products in this product portfolio. “K Plus” is one of the most recognizable brands in Serbia for quality products with very acceptable prices. According to GfK agency research it was declared as the favorite private label in Serbia. 

Offer of IDEA private brand is so segmented to respond in a quality way to all the wishes and needs of customers, and through K Plus brand sub-brands such as Ukusi moga kraja, Special Moments, Choco Latte, Lumpi, Olea, Natur, Dax and Dentoral.

Today we can say with pleasure that IDEA customers prefer K Plus products as products of top quality and affordable price.  

IDEA London in the heart of Belgrade

The IDEA London store, located at a specific location that is well known to citizens  of Belgrade, is very different from other retail stores in the city. Its peculiar assortment of English products, uniquely decorated interior, employee uniforms designed by a famous Serbian designer, and an authentic London public phone booth are just some of the interesting details from this special store.

IDEA online

Today’s fast-paced lifestyle often does not leave too much room for going to shopping, that is to purchase everything needed to every household – from food items to all other household materials. This is why the service provided by IDEA Online Shop is an excellent solution!

IDEA Online Shop has over 12,000 items in its offer, which includes a wide offer of food and drinks, as well as a rich portfolio of fresh products: fruit and vegetables, meat, bakery and dairy portfolio, and all needed items from the range of household materials, beauty and care and children’s world. Users of IDEA Online Shop services are increasingly choosing products from portfolio of fresh items, which presents recognition of quality of our products, as well as personnel who always choose the best and top quality goods for their customers.

Apart from orders that the customer can perform for his/her household, purchasing through IDEA Online Shop is particularly convenient if the user wishes to surprise the dearest ones – parents and friends or perform shopping instead of them. The employee of IDEA Online Shop will deliver the ordered goods directly to the customer’s door or to the address of person for whom the order was made, at an exactly agreed time selected by the customer. Also, online shopping enables better cost control to all customers, since at each point they have an insight into the contents and value of their shopping cart.