Several foreign companies are preparing to enter the Serbian retail market. Among them are two major discount chains – Fix Price and Eurospin – which could significantly impact competition and pricing in Serbia.
The Russian group Fix Price, which currently operates in more than 7,700 locations worldwide, is actively preparing to enter the Serbian market. The company has already established a team in Serbia and is actively seeking suitable locations in Belgrade and Novi Sad, indicating that the first stores could open soon.
Fix Price operates as a modern discounter, offering a wide assortment of products at affordable prices. Its range includes toys, food products, hygiene items, household and garden goods, as well as cosmetics. A distinctive feature of this concept is its focus on quick and simple shopping, including self-service checkouts. Notably, the company’s operations in Serbia were established by its subsidiary from Kazakhstan, further highlighting its expansion into new markets. Although known for “fixed” prices, these are not uniform across all countries and vary by market.
On the other hand, the Italian discount chain Eurospin is also intensively working on entering Serbia. According to the Retail Serbia portal, the company already owns several locations where it plans to open its stores. At the same time, some employees from Serbia are already undergoing training in Italy, indicating that operational preparations are nearing completion. Additionally, earlier this year, Eurospin increased its capital by two million euros, which is interpreted as part of its strategy to expand into new markets, including Serbia.
The arrival of these two discount chains could bring increased pressure on prices and further change consumer habits, particularly in the segment of lower-cost shopping. The figures presented are indicative and depend on the market, but they provide a good picture of what can be expected once these chains arrive in Serbia. Prices in the country will likely be lower than the average of existing large chains, although there is currently no official price list.
(Kamatica, 27.04.2026)