What Plodine does

Plodine d.d. is a privately-held Croatian supermarket chain founded in 1993 and headquartered at Radnička 30, Rijeka, operating the physical retail network "Plodine Supermarkets" across Croatia under the corporate entity PLODINE d.d. (a Croatian joint-stock company). The company sells fast-moving consumer goods, fresh produce, meat, dairy, frozen foods, household items and seasonal/electrical merchandise through owned physical stores, the plodine.hr e-commerce storefront and, since H1 2025, a mobile loyalty application (Plodine Card). The retailer serves general Croatian consumers across a horizontal demographic, with weekly printed and digital catalogs (XXL tjedan, Vikend ponuda, Početak tjedna), seasonal campaigns and a Plodine Card loyalty program that has reached 98% adoption among its shoppers.

The company's core product surface comprises three layers. First, the physical supermarket network — the primary distribution channel — augmented by an e-commerce site with home delivery and in-store pickup. Second, a portfolio of 40+ private label brands (Plodine, Doline, Gušti, Gelatino, Biscoletti, Dix, Prefino, Alegro, Baby Best, among others) which provide category exclusivity and margin advantage inside the stores. Third, the Plodine Card loyalty program, including a mobile app launched in H1 2025 with digital coupons, personalized offers and shopping-list management. Supporting infrastructure includes a recipe portal ("Pijat po guštu" at recepti.plodine.hr) that links recipe content to in-store SKUs, plus gift cards and a dedicated careers site at karijera.plodine.hr.

Plodine generates revenue primarily through direct in-store and online FMCG transactions, with secondary support from gift card sales and loyalty-driven promotional uplift. Pricing follows standard unit pricing published via daily catalogs in EUR, with typical grocery SKUs ranging from €0.39 (private-label pudding) to multi-euro specialty items, plus non-food categories extending to €179.99 for specialty appliances. Go-to-market is direct-to-consumer: weekly catalogs, email newsletter, social media presence and the loyalty app drive traffic and frequency; the company explicitly competes on price, promotion and loyalty rewards against chains including Spar Croatia, which launched a parallel loyalty app in H1 2025. Revenue is not publicly disclosed; the firm is privately held with no disclosed external investors.

Name

Plodine

Legal name

PLODINE d.d.

Website

https://plodine.hr

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Plodine d.d. is a privately-held Croatian supermarket chain, founded in 1993 and headquartered in Rijeka, that sells groceries, fresh produce, household goods and its own private label brands to general Croatian consumers through a physical supermarket network, an e-commerce storefront and a Plodine Card loyalty app launched in H1 2025.

Ownership category

akta.pro rank

Headquarters

HQ city

Rijeka

HQ country

Croatia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail Sales: Plodine generates revenue through the sale of fast-moving consumer goods (FMCG) across their supermarket network. Revenue comes from both national brands and their own private label products. They drive sales through weekly promotions, seasonal campaigns, and their Plodine Card loyalty program which incentivizes repeat purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Plodine is a Croatian supermarket chain that retails groceries, fresh produce, dairy, meat, frozen foods, household items, and seasonal merchandise through a domestic network of physical supermarkets, an e-commerce storefront, and a mobile loyalty application. The company sells both national brands and a portfolio of 40+ private label brands (including Doline, Gušti, Biscoletti, Gelatino, Dix, Prefino, Alegro, and Baby Best), and drives customer retention through its Plodine Card loyalty program with reported 98% adoption among shoppers. Additional services include weekly promotional catalogs, a recipe portal (Pijat po guštu), and gift cards.

Product overview

Plodine is a Croatian FMCG retailer operating a chain of supermarkets across Croatia. The company offers a unified retail platform combining physical store locations with digital services. Its core products include the Plodine Card loyalty program (with dedicated mobile app launched in 2025) and over 40 private label brands spanning food, household, and personal care categories. Additional services include weekly promotional catalogs, an online recipe portal (Pijat po guštu), and gift cards. The product portfolio integrates physical retail with digital loyalty and promotional tools.

Differentiator

Problem solved

Functional benefit

Brands

• Plodine: Retailer private label brand for various products including food and household items
• Doline
• Gušti
• Gelatino
• Biscoletti
• Dix
• Prefino
• Alegro
• Baby Best
• Plodine Card

Products and services

• Plodine Supermarket Network Physical retail supermarket locations across Croatia offering groceries, fresh produce, deli, bakery, meat, dairy, frozen foods, household items, and seasonal merchandise to Croatian consumers.
• Plodine Card Loyalty Program Plodine's proprietary loyalty program providing customers with digital and physical loyalty cards, exclusive deals, coupons, and personalized offers accessible through a dedicated mobile app, with reported 98% adoption among shoppers.
• Plodine Private Label Brand Portfolio Own-label brand portfolio including Doline (dairy and puddings), Gušti (meat products including kranjska kobasica), Gelatino (ice cream), Biscoletti (biscuits and confectionery), Dix (cleaning and laundry), Prefino (frozen food), Alegro (consumer products), Baby Best (baby care), and 30+ additional brands sold exclusively in Plodine supermarkets.
• Plodine Online Store E-commerce shopping through plodine.hr offering home delivery and in-store pickup options for Croatian consumers purchasing groceries and household goods.
• Pijat po guštu (Recipe Portal) Recipe website featuring Croatian and international cuisine recipes organized by categories such as meat dishes, fish dishes, vegetarian, and cakes and desserts, with ingredients available at Plodine stores.
• Plodine Gift Cards Prepaid shopping gift card product allowing customers to give Plodine supermarket shopping credit to friends and family.

Quantifiable outcome

• Loyalty card users spend 74% more per trip

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Spar CroatiaminorStrategic or Co-development Partner · 1 January 2025Both Plodine and Spar launched their own loyalty apps in the first half of 2025 as competitive responses in the Croatian FMCG market. This represents a competitive dynamic rather than a formal partnership, as both retailers independently developed mobile loyalty applications to capture loyalty card users (98% adoption rate) and drive higher spending per transaction.

Scale indicators5 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Konzum: Largest grocery retailer in Croatia, operating a national supermarket and hypermarket network. Direct competitor to Plodine for share of Croatian household FMCG spend, with overlapping private label programs and loyalty initiatives.
• Tommy: Croatian supermarket chain headquartered in Split with broad FMCG and household assortment. Comparable in product mix, loyalty/promotional mechanics, and regional Croatian footprint.
• Interspar: Spar Group's hypermarket banner operating in Croatia. Directly comparable large-format retail concept with broader non-food assortment, competing with Plodine for weekly family stock-up occasions.
• Kaufland Croatia: German hypermarket chain operating large-format stores in Croatia. Overlaps with Plodine's assortment on fresh, dry grocery, and household categories, competing for weekly stock-up trips.
• Lidl Croatia: German hard-discount supermarket chain operating a growing network across Croatia. Competes directly with Plodine on price-sensitive grocery baskets, applying pressure on traffic and average selling prices.
• Spar Croatia: National supermarket and hypermarket chain in Croatia (Spar and Interspar banners). Explicitly cited in Plodine's data as a direct competitor that launched a parallel loyalty app in H1 2025.

Emerging players

• Studenac: Fast-growing Croatian discount grocery chain that has rapidly expanded its store footprint. Targets value-seeking Croatian shoppers with a price-led proposition that overlaps Plodine's promotional positioning.
• Eurospin Croatia: Italian hard-discount grocery chain with a growing presence in Croatia. Competes on price-led grocery baskets and pressures traditional supermarket economics.

Broad incumbents

• Billa: Austrian supermarket chain (part of REWE Group) with a Croatian store network. Competes for urban grocery shoppers with a curated assortment and weekly promotions comparable to Plodine's.

Regional players

• Mercator: Slovenian-headquartered retail group with historical Croatian operations. Comparable supermarket format and assortment; relevant regional peer even where footprint is concentrated outside Croatia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Plodine