Fix Price, Russia’s retail titan, is set to enter the Serbian market, with plans to open several stores by the end of 2025.
This expansion pits the Russian chain against European heavyweights like Germany’s Lidl, Slovenia’s Merkator, and Holland’s Delhaize, all of whom dominate the region.
The company, which operates over 6,700 stores across Russia and neighboring countries, offers a diverse range of products—from food and drink to cosmetics, household items, and even clothing.
Its business model focuses on affordability, catering to a broad consumer base, which it hopes will resonate with Serbian shoppers.
Job listings for the Serbian market, including positions for HR specialists, accountants, and legal advisors, signal the company’s serious commitment.
Though details remain sparse, Fix Price has confirmed its intention to enter Serbia, citing favorable market conditions and consumer demand in the region.
As competition intensifies, this move could change the dynamics of Serbia’s retail landscape.
