Across Serbian Storefronts, Idea, Mercator, and Roda Enter a New Chapter Under Alta Retail

Across Serbia, the names Idea, Mercator and Roda have become familiar parts of everyday shopping. Their signs appear in cities and smaller towns, connected through a retail network that has grown across the country over many years.

That network is now preparing for a change in ownership. Fortenova Group and Serbia’s Alta Retail have reached an agreement for the sale of Idea Marketi, along with four companies connected to its Serbian retail operations. The transaction was announced on September 18, 2026.

The deal includes Idea Marketi itself as well as Enna Fruit Grocka Belgrade, Super kartica Belgrade, M-Profil SPV Belgrade and mStart Business Solutions. Together, the companies represent retail, fresh-produce supply, loyalty-program operations, real estate and technology services connected to the Serbian business.

Idea Marketi operates three retail brands — Idea, Mercator and Roda — with a network covering more than 80 cities and towns in Serbia. Fortenova describes Idea Marketi as one of the country’s largest retail chains and one of its top 10 employers.

For Fortenova, the transaction forms part of a broader strategic decision to leave the Serbian retail market. The company said that remaining a leading retailer in Serbia would require significant long-term investment and that it had decided instead to focus its resources on markets where it already holds stronger positions.

Alta Retail, meanwhile, is entering a larger role in Serbia’s retail sector. The company is part of Alta Group and described the transaction as a major step in its development, emphasizing plans involving modernization, process improvements and innovation.

The acquisition is not limited to supermarket operations. The inclusion of Enna Fruit, Super kartica, M-Profil and mStart means that the transaction also touches supply chains, customer loyalty, property and information-technology services. This creates a broader business platform around the retail network.

For employees and consumers, the most visible elements may remain familiar. The Idea, Mercator and Roda brands are established names, and the stores already form part of communities across Serbia. Ownership changes do not necessarily translate immediately into changes on the shop floor.

The transaction will close once the conditions specified in the sale-and-purchase documentation have been fulfilled. Until then, the companies remain within the existing ownership structure.

The agreement nevertheless marks a significant transition for Serbian retail. Behind the familiar shelves and storefronts is a complex network of suppliers, employees, technology systems and distribution operations. As Alta Retail prepares to take over, that network enters a new chapter while the brands themselves continue carrying the names shoppers already know.

Image Disclaimer:

Visuals are AI-generated conceptual representations of Serbian retail operations and are not photographs of specific Idea, Mercator, or Roda stores.

Sources:

Fortenova Group SeeNews Alta Retail Idea Marketi ALTA Group