Boso

What Boso does

Boso d.o.o. is a Croatian retail chain founded in 1990 and headquartered in Vinkovci, operating more than 230 stores across the Slavonia region from Ilok in the east to Nova Gradiška in the west, with active expansion into Zagreb and Zagreb County. The company sells groceries, beverages, household goods, and general merchandise through two formats: standard BOSO neighborhood stores (most under 200 m²) positioned close to customers in residential areas, and the larger BOSO+ format carrying the NTL MAXI premium product line plus extended categories such as pet food. Supporting products and services include the BOSO Shopping Card loyalty program offering a permanent 5% discount (with a specialized pensioner card variant and 10% Tuesday promotions), a weekly printed and downloadable catalog, a cash-back service at POS accepting Maestro, MasterCard, and Visa (€15-€200 per transaction), and custom meat platter and cake ordering. Digital channels are limited to the boso.hr website (store locator, catalog downloads, job applications), a Facebook page for promotions, and Stocard mobile wallet integration for the loyalty card; the company has no proprietary mobile app, disclosed API, or e-commerce storefront beyond the catalog download.

Boso is 100% family-owned with no external investors, private equity backing, or parent company disclosed, and is directed by Bosiljko Stanić. Revenue is generated principally through retail merchandise markups, supplemented by loyalty-driven repeat traffic and small transaction-fee revenue from cash-back withdrawals. The company is a founder and member of NTL (Narodni trgovački lanac), the largest retail association in Croatia aggregating more than 1,200 stores nationwide, which provides collective procurement scale and joint market presence. Marketing relies on weekly catalogs, in-store promotions, manufacturer co-branded prize games (Karlovačko, Žuja, Zvijezda, Sky, Gavrilović), and Facebook engagement rather than paid digital acquisition. Boso maintains partnerships with Raiffeisenbank Austria for banking operations and with major Croatian FMCG manufacturers for shelf presence and joint promotional campaigns.

Name

Boso

Legal name

Boso d.o.o.

Website

https://boso.hr

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Boso is a family-owned Croatian retail chain founded in 1990, operating more than 230 neighborhood grocery and household-goods stores across the Slavonia region and expanding into Zagreb, with a 5% loyalty card program, BOSO+ larger format, and NTL retail association membership.

Ownership category

akta.pro rank

Product category

Retail Grocery and Consumer Goods

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511)

SIC

Retail-Grocery Stores (5411)

akta.pro primary industry

Value-Oriented Traditional Supermarkets (Non-Club) (CRAHAAAF)

Keywords

• Grocery retail
• Consumer goods
• Retail chain
• Loyalty card program
• Cash back services

Headquarters

HQ city

Vukovar

HQ country

Croatia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales: Boso generates revenue through retail sales of consumer goods including food, beverages, household items, and general merchandise across its chain of more than 230 stores in Croatia. The company operates on traditional retail margins with revenue derived from the markup on products sold to end consumers.
2. Loyalty Program Revenue: Revenue is enhanced through the BOSO Shopping Card loyalty program which drives customer retention and increased purchase frequency. The 5% discount model encourages repeat visits and larger basket sizes.
3. Cash Back Services: Boso offers cash withdrawal services at point of sale, generating transaction revenue from card payment processing on withdrawals between 15-200 EUR.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Boso d.o.o. is a Croatian retail chain operating more than 230 physical stores across the Slavonia region and into Zagreb, selling groceries, beverages, household goods, and general merchandise to everyday consumers. The retail offering is supported by a BOSO Shopping Card loyalty program providing a permanent 5% discount (with a pensioner variant), point-of-sale cash withdrawal (Cash Back), weekly promotional catalogs, and recurring manufacturer-co-promoted prize contests. Customers can also order custom meat platters and access store services through the company website and Facebook page.

Product overview

BOSO is a Croatian retail chain operating more than 230 stores across the Slavonia region. The core offering consists of physical retail stores (BOSO standard and BOSO+ larger format) and the BOSO Shopping loyalty card program providing 5% discounts. Supporting services include cash withdrawal (Cash Back), custom meat platter orders, and a weekly promotional catalog. The company runs periodic promotional games with prizes including travel packages, electronics, and consumer vouchers. BSO+ stores offer extended product ranges including pet food and NTL MAXI branded products. The loyalty program includes standard and pensioner card variants, with digital storage available via the Stocard mobile app.

Differentiator

Problem solved

Functional benefit

Products and services

• BOSO Retail Stores Physical neighborhood retail stores selling groceries, beverages, household goods, and general merchandise to everyday consumers across the Slavonia region, with more than 230 locations averaging under 200 m² in sales area.
• BOSO+ Larger-Format Stores Larger BOSO store format identified by the NTL MAXI logo, offering an expanded product range that includes pet food and select NTL MAXI branded merchandise beyond the standard neighborhood assortment.
• BOSO Shopping Loyalty Card (Standard and Pensioner variants) Loyalty card program issued by BOSO granting a permanent 5% discount on all purchases (excluding sale items, mobile phone vouchers, cigarettes, newspapers, and specially marked goods), available in a standard variant for general consumers and a dedicated pensioner variant for retirees, with optional digital storage through the Stocard mobile wallet.
• Cash Back Point-of-Sale Cash Withdrawal Service Point-of-sale cash withdrawal service available at all BOSO retail locations, allowing customers to withdraw between 15 EUR and 200 EUR using Maestro, MasterCard, or Visa debit or credit cards in conjunction with a purchase.
• Custom Meat Platter Orders Made-to-order meat platters prepared to customer specification for events and occasions, available through BOSO with a two-day advance order requirement.

Quantifiable outcome

• 5% discount on all purchases with loyalty card
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Sky BeveragesminorGTM or Marketing Partner · 1 January 2026Joint prize game partnership with Sky beverages (Cola, Lemon, Orange in 1L or 2L packaging). Campaign 'PIJ SKY, BUDI U IGRI!' running from May 21 to June 18, 2026 with prizes including PRORUN traktorska kosilica, Bosch kitchen robots, and BOSO gift vouchers.
• NTL and Zagrebačka pivovara (Žuja)minorGTM or Marketing Partner · 1 January 2026Joint prize game partnership with Žuja beer products. Campaign 'Žuju kupujem da T-Cross dobijem!' with main prize of Volkswagen T-Cross 1.0 TSI Life and iPhone 17 Pro devices. Runs May 4 to June 14, 2026.
• Zvijezda (Stolni Margarine)minorGTM or Marketing Partner · 1 January 2026Joint prize game partnership with Zvijezda Stolni products. Campaign 'Uz Zvijezda Stolni do super nagrada!' running May 1-31, 2026. Prizes include Tefal kitchen robots, Zvijezda gift packages, and Zvijezda aprons.
• Karlovačko (Beer)minorGTM or Marketing Partner · 1 January 2025Joint prize game partnership 'ZIMA U BOSI NIKAD TOPLIJA' and other campaigns. Partnership for various promotional activities including Christmas/New Year prize draws.
• NTL (Narodni trgovački lanac)coreStrategic or Co-development Partner · 1 January 1990Boso d.o.o. is a founder and member of NTL - the largest retail association in Croatia. NTL aggregates companies of similar size and market orientation at national level for joint market presence, development and investment in Croatian economy. NTL operates more than 1,200 stores across Croatia. The association ensures quality product supply at competitive prices.
• Well-known Croatian ManufacturerscoreChannel Partner/ Reseller/ DistributorBoso partners with well-known Croatian manufacturers whose products are represented on their shelves. This includes Karlovačko, Osječko, Slavonsko, Pan, Žuja beers, Zvijezda products, Dukat dairy, Gavrilović meat products, and Pekar bakery products.
• Pekar (Bakery)minorGTM or Marketing PartnerJoint promotional campaigns with Pekar bakery including Easter contest and regular promotional activities. Pekar provides bakery products for Boso stores.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tommy: Croatian retail chain with comparable regional concentration (Dalmatia), operating supermarkets with similar value positioning, loyalty programs, and supplier partnerships — a closely aligned peer in scale and go-to-market.
• Studenac: Croatian convenience-format grocery chain operating hundreds of small-box neighborhood stores — directly comparable to Boso on store format, customer base, and regional value-grocer positioning.
• Plodine: Multi-region Croatian supermarket chain of similar size with comparable loyalty programs and value-oriented assortment — directly comparable in footprint, format, and customer value proposition.

Broad incumbents

• Konzum: Croatia's largest supermarket chain owned by Fortenova Group — competes with Boso across multiple regions with broader assortment, stronger brand recognition, and national footprint.
• Lidl Hrvatska: International hard-discount supermarket chain with growing Croatian footprint — competes on grocery price points with substantially greater scale and centralized buying power than Boso.
• Kaufland Hrvatska: German hypermarket chain operating in Croatia — competes in grocery retail through larger-format stores with broad assortment and aggressive pricing.
• Spar Hrvatska: International supermarket franchise operating INTERSPAR hypermarkets and SPAR convenience formats in Croatia — competes across both large and small box grocery formats.

Emerging players

• Eurospin: Italian hard-discount grocery chain with growing Croatian presence — competes on price in discount retail formats that overlap with Boso's small-box value positioning.

Regional players

• Ribola: Smaller Croatian retail chain with regional presence in Istria — comparable in size and small-format neighborhood model to Boso, serving a similar value-oriented customer base.

Others

• NTL (Narodni trgovački lanac): Croatia's largest retail association aggregating more than 1,200 stores — not a direct competitor but the alliance of which Boso is a founder member, providing national purchasing scale and shared promotional campaigns.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/boso.vinkovci

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Boso