Kaufland entered the Croatian market in 2001 with the opening of its first store in Karlovac. Twenty-five years later, the company celebrates a major milestone, firmly positioned as one of the key players in the country’s retail sector.
Over that period, Kaufland has built a network of 52 stores and employs more than 3,700 people. It has recorded over 628 million purchases, while its total retail space now exceeds 140,000 square metres. Growth has been steady, supported by continuous investment in operations and market expansion.
The company’s business model is built on freshness, quality and competitive pricing. Customers recently confirmed this with a Best Buy award. A central pillar of the strategy is cooperation with local producers. Kaufland works with more than 80 domestic suppliers, while over 70 percent of its fruit and vegetable assortment is sourced locally on an annual basis.
Corporate responsibility remains a strong focus. Through the “Kaufland School of Fruit and Vegetables” project, the company has donated more than 1,200 tonnes of produce to primary schools across Croatia over the past decade. The “Without Hesitation” campaign has provided financial support to more than 100 volunteer fire brigades, with total contributions reaching half a million euros. Additional efforts target food waste reduction through regular donations of products nearing expiry.
Patrick Rudat, President of the Management Board of Kaufland Croatia, highlighted the role of employees in the company’s success. He pointed to their dedication, teamwork and daily commitment as the foundation of the company’s culture. Continued investment in people and the preservation of a supportive work environment remain key priorities.
Twenty-five years after entering the market, Kaufland stands as a case of sustained growth in retail, with increasing emphasis on local sourcing, sustainability and long-term customer trust.
