mimovrste=)
mimovrste=) is a Slovenian general-merchandise e-commerce marketplace founded in 2001, serving individual consumers and businesses across 15+ product categories through its own web platform, three retail stores, and 2,000+ pickup points nationwide.
- Company typePrivate
- Founded2001
- HeadquartersLjubljana, Slovenia
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What mimovrste=) does
mimovrste=) is a Slovenian general-merchandise e-commerce marketplace founded in 2001, headquartered in Ljubljana (Cesta Ljubljanske brigade 21), and currently operated as MIMOVRSTE d.o.o. The platform operates a direct-to-consumer marketplace across 15+ product categories — including computing, telephony, home appliances, audio-video, garden and tools, sports, toys and children's equipment, auto-moto, home goods, pet supplies, cosmetics, health, and fashion — with over 2 million active product listings. The technology stack consists of a proprietary e-commerce platform with integrated order management, customer account systems, the SMART! subscription loyalty program, and real-time order tracking backed by PandaChat customer support tooling.
The business generates revenue primarily through direct online retail (transaction-based product sales), with supplementary monetization from delivery fees (standard home delivery €9.99, discounted €2.99; pickup point €2.49-€2.69), the SMART! loyalty subscription (€0.12/year after promo), and Leanpay-driven installment financing. Distribution is omnichannel and domestic-only: three owned physical retail stores (Ljubljana BTC, Ljubljana Šiška, Maribor), the mimovrste.com storefront, home delivery via partner carriers, and 2,000+ pickup points via GLS, DPD, and Pošta Slovenije parcel locker networks. A dedicated B2B Corporate Purchasing program and an affiliate Partner Program extend reach beyond the core B2C audience.
Ownership has changed twice: integrated into Allegro Group in 2022 via Allegro's ~EUR 880 million acquisition of the Czech Mall Group, and currently under agreement to be divested to German investment fund Mutares SE & Co. KGaA (closing expected Q1 2026) alongside sister entity Internet Mall (Mall.hr), which together generated approximately EUR 100 million in combined revenue across Slovenia and Croatia. The company employs 250+ people on a combined basis, won the WRA 2024 Best Loyalty Program award, and conducts demand-generation through Facebook, Instagram, TikTok, YouTube, email, SEO/content marketing, and promotional discount campaigns.
mimovrste=) firmographics
Firmographics- Name
- mimovrste=)
- Legal name
- MIMOVRSTE d.o.o.
- Website
- https://mimovrste.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- mimovrste=) is a Slovenian general-merchandise e-commerce marketplace founded in 2001, serving individual consumers and businesses across 15+ product categories through its own web platform, three retail stores, and 2,000+ pickup points nationwide.
- Ownership category
- akta.pro rank
mimovrste=) industry classification
Industry- Product category
- Online Retail
- NAICS
- All Other Miscellaneous Retailers (45999), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)
- SIC
- Retail-Nonstore Retailers (5960)
- akta.pro primary industry
- Local Services & Experiences Generalist Marketplaces (CRAFAAAD)
Keywords
Where mimovrste=) is headquartered
LocationHeadquarters
- HQ city
- Ljubljana
- HQ country
- Slovenia
- HQ region
- Europe
Offices4 records
Markets served
mimovrste=) business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales: Direct retail sales of consumer products across 15+ categories including electronics, appliances, garden equipment, sports, toys, beauty, and more. Revenue generated through direct online transactions with customers paying for products at listed prices, with periodic promotional discounts and codes.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard delivery to home |
| Unit Pricing | Pay-as-you-go | Pickup point delivery |
| Subscription | Monthly | SMART! Loyalty Program - Trial |
| Subscription | Annual | SMART! Loyalty Program - Annual |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
mimovrste=) product offering
Product offeringCore offering
mimovrste=) is a Slovenian direct-to-consumer e-commerce retailer operating its own multi-category online marketplace (mimovrste.com) with over 2 million active product listings across 15+ categories including computing, phones, home appliances, audio-video, garden and tools, sports, toys, auto-moto, pets, cosmetics, health, and fashion. The retailer supplements its online storefront with three physical stores in Slovenia, more than 2,000 pickup points via GLS, DPD, and Pošta Slovenije, a SMART! subscription loyalty program offering free deliveries, installment payments through Leanpay, and a dedicated B2B corporate purchasing program.
Product overview
mimovrste=) is a general e-commerce online marketplace platform operating in Slovenia that offers a comprehensive range of consumer products across multiple categories including computer/IT, home appliances (white goods), audio-video, garden and tools, sports and leisure, toys and children's equipment, auto-moto, home equipment, pet supplies, drogerie, cosmetics, health, fashion, and gaming. The platform is built around its core online marketplace, supplemented by the SMART! loyalty program offering free delivery subscriptions, personal pickup from 3 physical stores, B2B corporate purchasing options, an affiliate Partner Program, installment payment options via Leanpay, order tracking services, and a mobile application. The platform was previously owned by Allegro Group and is being acquired by Mutares SE & Co. KGaA.
Differentiator
Problem solved
Functional benefit
Products and services
- mimovrste=) Online Marketplace General online retail platform offering more than 2 million active product listings across 15+ categories (computing, phones, home appliances, audio-video, garden, sports, toys, auto-moto, pets, cosmetics, health, fashion) for Slovenian consumers.
- SMART! Loyalty Program Annual subscription loyalty program (0.12€ per year, 3-month trial with 5 free deliveries) that gives members free delivery on orders over 12.90€ to home, store pickup, or pickup points, plus exclusive promotional pricing.
- Mimovrste Mobile Application Mobile application that allows Slovenian consumers to browse the full mimovrste product catalog, manage accounts, track orders, and complete purchases on smartphones and tablets.
- B2B Corporate Purchasing Program Business-to-business purchasing solution that lets Slovenian companies register a business account, place bulk orders across mimovrste's product catalog, and access dedicated account management and potentially volume-based pricing.
- Mimovrste Partner (Affiliate) Program Affiliate program that enables external partners to promote mimovrste products through tracked links and earn commissions on resulting customer purchases.
Quantifiable outcome
- Over 2 million active product listings available
- +2 more outcomes
Companies that use mimovrste=)
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
mimovrste=) technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature4 records
mimovrste=) partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
mimovrste=) competitors and assessment
Company assessmentBroad incumbents
- Allegro: Poland's largest e-commerce marketplace and former parent of Mimovrste following the 2022 Czech Mall Group acquisition. A regional incumbent whose operational practices have shaped Mimovrste and which serves as a benchmark for CEE marketplace scaling.
- Amazon: Global e-commerce giant expanding into CEE via amazon.de and increasing Slovenian market reach. A broad incumbent threat competing with Mimovrste on selection depth and pricing, particularly in electronics and general merchandise.
- eMAG: Leading generalist e-commerce marketplace in Romania and broader CEE region, operating across multiple countries. A broader incumbent regional marketplace comparable to Mimovrste in business model and category breadth, with deeper geographic reach.
Direct peers
- Ceneje.si: Slovenian price comparison and shopping portal that aggregates offers from multiple retailers including Mimovrste. While not a direct seller, it operates as a competing discovery and shopping destination for Slovenian consumers seeking the same multi-category product range.
- Big Bang Slovenija: Slovenia's leading specialty electronics and home appliances retailer with both online and physical store presence. Directly competes with Mimovrste in electronics, IT, and white goods categories, with a similar omnichannel approach.
- Harvey Norman Slovenia: Slovenian arm of the international electronics and home furnishings retailer with online and physical presence. Directly competes with Mimovrste in electronics, appliances, and home equipment categories.
- Bolha.com: Slovenia's leading online classifieds and marketplace platform owned by Styria Media. Competes directly with Mimovrste in online multi-category consumer goods, including new and used products across electronics, home goods, fashion, and lifestyle categories.
- Mall.hr: Croatian generalist e-commerce marketplace owned by Internet Mall d.o.o., being acquired by Mutares together with Mimovrste. Operates the same multi-category marketplace model targeting Croatian consumers with electronics, appliances, and broad consumer goods — the closest comparable given shared ownership and business model.
- Merkur Slovenija: Major Slovenian home improvement, garden, and tool retailer with strong online presence. Competes directly with Mimovrste in garden, tools, and home equipment categories and operates similar omnichannel retail infrastructure.
- eMagnes.si: Slovenian generalist online marketplace offering multi-category consumer products including electronics, home goods, and lifestyle items. A direct domestic competitor to Mimovrste in the Slovenian e-commerce market with overlapping product categories.
Market position
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
mimovrste=) social profiles
Digital presencemimovrste=) financial estimates
Financial estimateRevenue estimate
Valuation estimate
mimovrste=) leadership team
Management profileNumber of profiles
mimovrste=) funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
mimovrste=) M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about mimovrste=)
What does mimovrste=) do?
mimovrste=) is a Slovenian direct-to-consumer e-commerce retailer operating its own multi-category online marketplace (mimovrste.com) with over 2 million active product listings across 15+ categories including computing, phones, home appliances, audio-video, garden and tools, sports, toys, auto-moto, pets, cosmetics, health, and fashion. The retailer supplements its online storefront with three physical stores in Slovenia, more than 2,000 pickup points via GLS, DPD, and Pošta Slovenije, a SMART! subscription loyalty program offering free deliveries, installment payments through Leanpay, and a dedicated B2B corporate purchasing program.
Is mimovrste=) a public or private company?
mimovrste=) is a private company. It is classified as corporate owned and is currently operating.
When was mimovrste=) founded?
mimovrste=) was founded in 2001. It employs 101 to 250 people.
Where is mimovrste=) based?
mimovrste=) is headquartered in Ljubljana, Slovenia, in the Europe region.
How does mimovrste=) make money?
One revenue line is on record: product Sales.
Who are mimovrste=)'s main competitors?
Broad incumbents on record are Allegro, Amazon and eMAG. Direct peers are Ceneje.si, Big Bang Slovenija, Harvey Norman Slovenia, Bolha.com, Mall.hr, Merkur Slovenija and eMagnes.si.
Does mimovrste=) have an API?
No public API is recorded for mimovrste=).
What industry is mimovrste=) in?
mimovrste=)'s product category is Online Retail. Its primary akta.pro industry code is CRAFAAAD, Local Services & Experiences Generalist Marketplaces. Its NAICS code is 45999 and its SIC code is 5960.