What Univer Export does

Univerexport (legal name: UNIVEREXPORT EXPORT-IMPORT DOO Novi Sad) is a Serbian domestic grocery retail chain founded in 1990 as a four-employee family business and headquartered at Sentandrejski put 165 in Novi Sad. The company operates more than 200 retail locations across nearly 100 towns and cities in Serbia and employs over 3,500 people. Its assortment mixes national and international branded grocery products with a sizeable proprietary offering of approximately 600 private-label SKUs across three brands — Baš Baš, Daj Daj, and Naše Najbolje — alongside vertically integrated own-production lines: Bačka (fresh pork and Mangalitsa delicatessen with a 48-hour farm-to-shelf cycle), Organa (organic produce from over 50 hectares in Lipar, established 2004), and Vučurević (premium prosciutto and wines from Fruška Gora, including a gold-medal Orange wine). Approximately 75% of the assortment is sourced domestically.

The business monetizes through transactional retail across its owned store network, an online ordering service (eLakolije, launched 2012) integrated with third-party quick-commerce delivery via Glovo and Wolt, weekly promotional flyers, and the Bonus kartica loyalty program. A distinctive commercial layer is the Dynamic Life partnership with Generali, a co-branded life insurance product that redirects up to 10% of grocery spend in year one (and 4% in years two and three) into a life insurance policy, with optional rounding-up and top-up contributions. Go-to-market is direct-to-consumer via physical stores supplemented by digital ordering and delivery; the only identified customer segment is the broad Serbian consumer base, with dedicated programs for pensioners and health-conscious shoppers served by the Organa range. The company is privately held under Serbian DOO (private limited company) structure with no disclosed parent, external funding rounds, or public listing, and operates exclusively within Serbia.

Name

Univer Export

Legal name

UNIVEREXPORT EXPORT-IMPORT DOO 21000 NOVI SAD, SENTANDREJSKI PUT 165

Website

https://univerexport.rs

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Univerexport is a privately held Serbian grocery retail chain founded in 1990, operating 200+ stores across nearly 100 towns with 3,500+ employees. It sells national brands alongside ~600 private-label SKUs and vertically integrated own-production lines (Bačka meat, Organa organics, Vučurević prosciutto and wines), distributed via physical stores, eLakolije online, and Glovo/Wolt delivery.

Ownership category

akta.pro rank

Product category

Grocery Retail

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (445110)

SIC

Retail-Grocery Stores (5411)

akta.pro primary industry

Grocery & Food Omnichannel (CRAFAEAE)

akta.pro secondary industry

Online Specialty Grocery (Organic/Health/Ethnic/Gourmet) (CRAHAIAE)

Keywords

• Grocery retail chain
• Private label brands
• Own production food
• Online grocery delivery
• Supermarket chain Serbia

Headquarters

HQ city

Novi Sad

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail product sales: Revenue generated from the sale of grocery and food products through physical retail stores and online platform (eLakolije). Core business encompasses national and international branded products as well as proprietary private label and own-produced goods.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Univerexport operates a Serbian domestic grocery retail chain with over 200 sales locations across nearly 100 towns and cities, employing more than 3,500 people. The company sells national and international branded grocery products alongside its own private label brands (Baš Baš, Daj Daj, Naše Najbolje) and own-production specialty products (Bačka fresh pork/delicatessen, Organa organic produce, Vučurević prosciutto and wines). It supplements physical retail with online ordering via eLakolije and third-party delivery via Glovo and Wolt.

Product overview

Univerexport is a Serbian domestic retail chain operating as a unified multi-format offering. The company runs over 200 retail locations across Serbia with a workforce exceeding 3,500 employees. The product portfolio centers on a carefully curated mix of well-known national brands complemented by an extensive own-brand program. The private label portfolio includes three main brands—Baš Baš, Daj Daj, and Naše Najbolje—featuring approximately 600 products, representing about 75% domestic products. Own production includes the Bačka brand for fresh meat and delicatessen, Organa for certified organic products (since 2004), premium prosciutto from the Vučurević household, and Vučurević wines. The eLakolije online service (available since 2012) provides digital access alongside physical stores, while the Dynamic Life loyalty program (in partnership with Generali) integrates insurance savings with everyday shopping. Together, these form a comprehensive retail ecosystem combining physical retail, private label production, and digital commerce.

Differentiator

Problem solved

Functional benefit

Brands

• Baš Baš: Private label brand offering approximately 600 products. One of three private label brands of Univerexport.
• Daj Daj
• Naše Najbolje
• AD Bačka
• Organa
• Vučurević (pršut and wines)

Products and services

• Univerexport Retail Chain Univerexport's core retail chain operating 200+ physical stores across Serbia, offering a curated assortment of national and international branded grocery and food products alongside its own private label brands and own-production goods. Employs over 3,500 people and serves consumers in nearly 100 towns and cities.
• Baš Baš Private Label Brand One of three proprietary private label brands of Univerexport comprising approximately 600 products, focused on domestic quality products for Serbian consumers.
• Daj Daj Private Label Brand One of three proprietary private label brands of Univerexport comprising approximately 600 products, positioned for domestic consumers seeking quality products.
• Naše Najbolje Private Label Brand One of three proprietary private label brands of Univerexport comprising approximately 600 products, representing quality domestic production.
• Bačka Fresh Pork and Delicatessen Own-production brand for fresh pork, delicatessen products, and Mangalitsa pig breeding. Products include ham, prosciutto, bacon, kulen, and čvarci. Fresh meat delivered from own farm to shelves within 48 hours.
• Organa Organic Brand Organic product brand launched in 2004, producing organic crops on over 50 hectares at the Lipar agricultural estate, representing Univerexport's commitment to sustainable organic farming.
• Vučurević Prosciutto Premium hand-made prosciutto produced by Domaćinstvo Vučurević using specially bred pigs and Mangalitsa. Meat is matured in strictly controlled conditions and dried using the fresh air of Fruška Gora mountain without smoking, featuring a special aging process.
• Vučurević Wines Wines produced by Vučurević household from grapes grown on the slopes of Fruška Gora. Produced through natural fermentation from their own sugar without additional yeasts. Includes white Orange wine (won gold quality medal in 2021 for 2019 vintage) and red Vranac Hamburg wine.
• eLakolije Online Ordering Service Online ordering service available since 2012, enabling customers to order Univerexport products online for delivery. Continuously meets the needs of modern consumers and improves the online shopping experience. Available at elakolije.rs.
• Dynamic Life Insurance Loyalty Program Innovative life insurance card/application partnership with Generali insurance. Customers earn up to 10% cashback redirected to a life insurance policy in the first year, and 4% in the second and third years. Features flexible monthly payments between 2,000 and 8,000 RSD, plus 'Zaokruži' (round-up change) and 'Dopuni' (direct top-up) features.

Quantifiable outcome

• Approximately 75% of the assortment consists of domestic (Serbian) products
• +3 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Generali (Dynamic Life)coreStrategic or Co-development PartnerPartnership with Generali insurance company to offer Dynamic Life — an innovative life insurance card/app that allows Univerexport customers to redirect up to 10% of their purchase value to a life insurance policy. The first-year cashback rate is 10%, decreasing to 4% in the second and third years. Additional features include 'Zaokruži' (rounding up change to the policy) and 'Dopuni' (direct top-up of the policy). Policy activation requires a 1,000 RSD payment at a Generali branch.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Schwarz Group: German retail conglomerate and parent of Lidl and Kaufland, the most significant international grocery operator in Serbia. Broad incumbent benchmark for discount grocery scale, private-label depth, and supply-chain economics that Univerexport competes against.
• Ahold Delhaize: International grocery operator with historic Serbian footprint (via Maxi/Delta Maxi). Broad incumbent benchmark for omnichannel grocery strategy, private-label programs, and format economics relevant to Univerexport's positioning.

Regional players

• Studenac: Fast-growing Croatian grocery chain with operations expanding into the Western Balkans. Comparable mid-market grocery retailer with focus on fresh and private label — useful regional benchmark for omnichannel grocery economics.
• Konzum: Croatia's largest grocery chain, part of Fortenova Group, with regional operations across the former Yugoslavia. Comparable in scale, private-label strategy, and vertical integration approach, though operating primarily in Croatia rather than Serbia.

Direct peers

• IDEA (Mercator Serbia): Serbian grocery chain historically linked to Slovenia's Mercator Group. Operates supermarkets across Serbia with similar omnichannel grocery offering, including own-label products and loyalty programs.
• Lidl Srbija: Serbian subsidiary of Germany's Schwarz Group, operating a discount grocery chain with extensive private-label assortment. Direct competitor in the same Serbian grocery market, competing on price, store count, and private-label depth.
• PerSu Market: Domestic Serbian grocery chain operating supermarkets across multiple Serbian cities. Comparable in scale and target customer (general Serbian consumer), competing for share in the same omnichannel grocery retail market.
• Maxi: Long-established Serbian supermarket chain (formerly under Delhaize), operating stores nationwide. Directly comparable in format, customer base, and omnichannel grocery offering.
• Tempo Cash & Carry: Serbian cash-and-carry and wholesale-to-consumer grocery operator. Adjacent format operating in the same Serbian market, useful as a comparable for Univerexport's bulk and value-oriented assortment.
• DIS: Serbian discounter and cash-and-carry operator. Direct competitor in the Serbian grocery market with focus on value pricing and own-label assortment, similar in target customer and store-format economics to Univerexport's value-oriented SKUs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/univerexport
• YouTubeyoutube.com/user/univerexportTV
• Facebookfacebook.com/Univerexport
• Instagraminstagram.com/univerexport_srbija

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 records

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 Univer Export