What DIS does

DIS (legal entity: Proizvodno i trgovinsko preduzeće DIS DOO Krnjevo) is a privately held Serbian domestic retail chain founded on 12 February 1991 in Krnjevo as Diskomerc and rebranded to DIS in 2005. The company operates 48 retail locations across Serbia — 22 in the modern SUPER DIS format and 26 conventional DIS markets, 13 of which include in-store bakeries — alongside more than 170 franchise partners running stores under the DIS brand. A 16,000 m² central distribution center with 16,000 pallet places and a 55-vehicle fleet supplies both the owned and franchise footprint and an underlying wholesale business serving 3,000+ HoReCa and SMB customers from approximately 500 supplier relationships.

The core product is a multi-format grocery and household-goods assortment, anchored by two private-label brands: DOBRO (launched 30 October 2008, 700+ articles across 23 categories of domestic Serbian products) and Masterclass. The SUPER DIS format complements conventional DIS stores with a 5,000+ SKU assortment and an emphasis on fresh produce, meat and in-store bakeries. Customer-facing technology is concentrated in 'Naša Aplikacija', a mobile loyalty app (Android and iOS) that issues 'šljive' (plums) worth 1 RSD each, redeemable immediately or accumulated for up to 6 months, with couponing, personalized offers, shopping lists and digital receipt tracking. Operational technology is conventional retail — ISO 9001:2015 and HACCP-certified via Bureau Veritas (recertified 2022) — with B2B ordering via the kupci.dis.rs portal and last-mile delivery routed through Glovo and Wolt.

The business model combines four revenue streams: (1) direct retail sales across 48 owned DIS and SUPER DIS stores; (2) franchise royalties and wholesale flow from 170+ partners operating under the DIS brand; (3) B2B/wholesale transactions with 3,000+ professional buyers; and (4) financial services revenue deferred-payment fees from citizen checks (30–150 day options via multiple Serbian banks) and the DIS-DINA co-branded card issued with NLB Komercijalna banka (90-day deferred, 1.2% monthly interest days 61–90), supplemented by gift voucher sales. Customer segments are horizontally distributed across individual consumers (primary), B2B/professional buyers, franchisees, pensioners (10% promotional discount), and SUPER DIS premium shoppers, with no single anchor customer disclosed. The company is family-owned ('porodična firma'), disclosed no external funding, and in October 2025 announced a draft plan for a corporate status change (spinoff with establishment), the most material recent structural signal.

Name

DIS

Legal name

Proizvodno i trgovinsko preduzece DIS DOO Krnjevo

Website

https://dis.rs

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

51–100 employees

Short description

DIS is a Serbian domestic retail chain operating 48 owned stores (including 22 SUPER DIS format) plus 170+ franchise partners and a 3,000+ wholesale customer network, distributing groceries, household goods, and a 700+ SKU DOBRO private label across Serbia.

Ownership category

akta.pro rank

Headquarters

HQ city

Krnjevo

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Store Sales: Primary revenue stream from in-store sales across 48 DIS markets and 22 SUPER DIS format stores. Revenue generated through direct consumer purchases of groceries and consumer goods at published retail prices.
2. Franchise Network: Revenue from over 170 franchise partners who operate under the DIS brand. Franchisees pay for the right to use the DIS brand, systems, and purchasing power while maintaining operational independence.
3. B2B Professional Sales: Dedicated B2B portal and sales channel serving over 3,000 wholesale customers including businesses, restaurants, and institutional buyers.
4. Deferred Payment Services: DIS offers deferred payment options via citizen checks (čekovi građana) for 30-150 days and co-branded DIS-DINA card with NLB Komercijalna banka, generating transaction fees from financing.
5. Gift Vouchers: Sale of gift vouchers in various denominations as gifting solutions.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

DIS is a Serbian domestic grocery retail chain operating 48 company-owned supermarkets and over 170 franchise partner stores, complemented by 22 modern SUPER DIS-format stores, private label brands (DOBRO with 700+ articles, Masterclass), the Naša Aplikacija mobile loyalty program using 'šljive' (plum) points, deferred payment services, gift vouchers, and a B2B wholesale portal serving 3,000+ professional customers. Revenue is generated through direct grocery sales to consumers, franchise fees/royalties, B2B wholesale transactions, and financing services such as the DIS-DINA co-branded card.

Product overview

DIS is a Serbian domestic retail chain operating as a unified retail platform with multiple store formats and private label brands. The core offering consists of 48 company-owned stores and over 170 franchise partners under the main DIS brand, complemented by the modern SUPER DIS format (22 stores with 5,000+ articles and enhanced fresh food/bakery sections). Private label products include DOBRO (700+ articles across 23 categories) and Masterclass brands. The Naša Aplikacija loyalty app provides customer engagement through cashback points ('šljive'), coupons, and personalized offers. Additional services include gift vouchers, deferred payment options via citizen checks and the DIS-DINA co-branded card, and B2B ordering portal.

Differentiator

Problem solved

Functional benefit

Brands

• DOBRO: DIS private label brand launched on 30 October 2008, offering over 700 articles across 23 categories including domestic food and household products.
• Masterclass
• Super DIS

Products and services

• DIS Retail Chain Domestic Serbian grocery retail chain operating 48 company-owned supermarkets and over 170 franchise partners across Serbia, offering groceries and household products with an emphasis on domestic ('domaće') Serbian-made products.
• SUPER DIS Store Format Modern retail store format offering 5,000+ articles with contemporary ambiance and enhanced fresh produce, meat, and bakery departments; 22 stores operating under this format.
• DOBRO Private Label Brand DIS's flagship private label brand offering 700+ articles across 23 categories, including domestic Serbian food and household products under the DOBRO label.
• Masterclass Private Label Brand Private label brand offered within the DIS retail network, complementing the DOBRO brand.
• Naša Aplikacija (Loyalty Mobile App) Mobile loyalty application available on Google Play and Apple App Store providing cashback in 'šljive' (plum) points, coupon collection, personalized offers, shopping lists, receipt tracking, and access to current promotions and leaflets.
• DIS Gift Vouchers (Vaučeri) Gift voucher program offering various denomination options for consumers to purchase as gifts redeemable at DIS stores.
• DIS Deferred Payment Service (Odloženo plaćanje) Deferred payment service enabling purchases via Serbian citizen checks ('čekovi građana') at 30, 60, 90, 120, or 150 days without interest through partner banks, plus the DIS-DINA co-branded credit card issued with NLB Komercijalna banka offering 90 days deferred payment (first 60 days interest-free, 1.2% monthly interest days 61-90).
• DIS B2B Professional Portal Dedicated B2B portal at kupci.dis.rs for professional customers (restaurants, hotels, catering, businesses) to place wholesale orders and manage business-specific pricing and accounts, serving 3,000+ wholesale customers.

Quantifiable outcome

• 700+ DOBRO private label articles across 23 categories
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Bureau VeritascoreOthers · 1 January 2022Bureau Veritas conducted independent certification audit resulting in ISO 9001:2015 and HACCP system resertification in 2022. The French certification house evaluated DIS among 80,000 companies worldwide under their quality and food safety standards.
• NLB Komercijalna bankacoreGTM or Marketing PartnerDIS partnered with NLB Komercijalna banka to issue the DIS-DINA co-branding card, enabling deferred payment up to 90 days for purchases at DIS stores and franchises. First 60 days are interest-free; 1.2% monthly interest applies for days 61-90.
• GlovominorChannel Partner/ Reseller/ DistributorGlovo provides on-demand delivery services for DIS, allowing customers to order groceries online and receive home delivery through the Glovo platform.
• WoltminorChannel Partner/ Reseller/ DistributorWolt provides on-demand delivery services for DIS, enabling customers to order groceries through the Wolt platform with home delivery options.

Scale indicators9 records

Recent moves12 records

Expansion highlights6 records

Direct peers

• PerSu Market: Serbian domestic grocery chain expanding with modern, smaller-format stores emphasizing fresh produce. Comparable on domestic positioning, modern store format, and target consumer overlap with DIS SUPER DIS.
• Univerexport: Novi Sad-based domestic Serbian grocery chain with strong regional presence in Vojvodina. Comparable on domestic Serbian heritage, multi-format grocery, private label, and franchise/own-store hybrid model.
• Tempo (Fortenova Grupa): Cash & carry and supermarket operator in Serbia under the Fortenova portfolio. Comparable on grocery wholesale heritage, multi-format footprint, and B2B/retail hybrid like DIS's wholesale + store model.
• Lidl Srbija: Lidl is an aggressive German hard-discount entrant in Serbia with rapidly expanding store count, private label focus, and price-led positioning. Directly comparable to DIS on grocery assortment, private label, and value-tier consumer targeting.
• Mercator Serbia (IDEA / Roda): Operates IDEA supermarkets and Roda hypermarkets in Serbia following the Mercator-Fortenova consolidation. Comparable on multi-format grocery retail, Serbian footprint, and B2B/wholesale heritage.
• Aroma Market: Belgrade-based premium grocery chain in Serbia with strong fresh and local-produce positioning. Comparable on Serbian domestic identity, premium grocery experience, and overlap with DIS SUPER DIS premium shopper segment.
• Veropoulos (Super Vero): Greek-origin retail chain operating in Serbia with a focus on fresh produce and Mediterranean products. Comparable on Serbian grocery footprint, fresh/department store formats, and overlapping domestic consumer base.
• Maxi (Ahold Delhaize Serbia): Maxi is the largest grocery chain in Serbia, operated by Ahold Delhaize, directly competing with DIS across urban supermarket formats and discount hypermarkets (Mega Maxi). Most directly comparable on footprint, private label offering, and Serbian consumer base.
• Auchan Serbia: French hypermarket operator with presence in Serbia. Comparable on large-format grocery, non-food general merchandise assortment, and private label positioning against DIS SUPER DIS.

Emerging players

• Eurospin Serbia: Italian hard-discount grocery chain expanding into the Western Balkans including Serbia. Comparable on private label-led, low-price discount model and as a competitive threat to DIS's value-tier positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xfacebook.com/dis.market.srbija
• YouTubeyoutube.com/user/DISmarketi
• LinkedInlinkedin.com/company/ptp-dis
• Instagraminstagram.com/dis.market.srbija
• Facebookfacebook.com/dis.market.srbija

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 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 DIS