Danijela Commerce
Danijela Commerce is a Pančevo-based importer and distributor of international beauty and personal care brands (Golden Rose, Roxanne, Trisa, MM Beauty, Aroma Cosmetics) serving the Serbian market through wholesale retail chains, pharmacies, 8+ owned Golden Beauty Shop stores, and the gbs.rs e-commerce platform.
- Company typePrivate
- Founded2001
- HeadquartersPancevo
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What Danijela Commerce does
Danijela Commerce d.o.o. is a privately held Serbian beauty-products importer and distributor founded in 2001 by the Babachkov family and headquartered in Pančevo, Serbia. The company holds exclusive Serbian distribution rights for a portfolio of international brands spanning decorative cosmetics (Golden Rose by ERKUL Cosmetics, Turkey), perfumes (Roxanne, Xceed by Erte Cosmetics, Turkey), hair dyes (MM Beauty, Miss Magic, Elea by Solvex, Bulgaria), oral hygiene (Trisa, Switzerland), and an extended Bulgarian cosmetics line (Aroma Natural, Medico SOS, Parodont Active, Astera, Aroma Color Henna by Aroma Cosmetics). It operates a three-channel go-to-market: (1) wholesale distribution through major Serbian retail chains (Gomex, dm), pharmacy networks (Apoteka Janković, Lilly Drogerie), and independent stores, supported by a dedicated field sales team; (2) an owned retail chain called Golden Beauty Shop, with 8+ locations in shopping centers (Big Pančevo, BIG Fashion Beograd, Rajićeva, Ada Mall, Promenada Novi Sad) combining perfumery with beauty salon services; and (3) an e-commerce storefront at gbs.rs launched in December 2020. Its business model is B2B2C distribution with transactional revenue on wholesale orders and direct retail sales, supplemented by services revenue from in-store beauty treatments.
The company employs 50–112 staff (figures differ across sources) and maintains a 1,350 sqm luxury headquarters. Its marketing engine includes the Golden Rose Karavan roadshow (visited 70 cities over 2 years with 19,126 visitors), Serbia Fashion Week sponsorship, and multi-channel digital marketing across Instagram, TikTok, Facebook, and YouTube. Customer reach is reported at over 3 million users across Serbia, with the company claiming "every second resident" uses at least one of its distributed brands. Notable awards include Web Retailer Awards 2022 (Health & Beauty), PC Press Top 5 E-commerce 2020, and multiple Grazia Beauty Awards (2016, 2017). It is registered as a d.o.o. (Serbian private limited liability company) with concentrated family ownership and no external institutional investment disclosed.
Danijela Commerce firmographics
Firmographics- Name
- Danijela Commerce
- Legal name
- Danijela Commerce d.o.o.
- Website
- https://danijela-commerce.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Danijela Commerce is a Pančevo-based importer and distributor of international beauty and personal care brands (Golden Rose, Roxanne, Trisa, MM Beauty, Aroma Cosmetics) serving the Serbian market through wholesale retail chains, pharmacies, 8+ owned Golden Beauty Shop stores, and the gbs.rs e-commerce platform.
- Ownership category
- akta.pro rank
Danijela Commerce industry classification
Industry- Product category
- Beauty and Personal Care Distribution
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (456)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Retail-Catalog & Mail-Order Houses (5961)
- akta.pro primary industry
- Cosmetics & Color Makeup Distribution (CRAOAEAG)
- akta.pro secondary industries
- Mass Beauty & Drugstore Beauty Distribution (CRAOAEAA), Professional/Salon Beauty Distribution (CRAOAEAB), Prestige Beauty & Luxury Cosmetics Distribution (CRAOAEAC), Beauty & Personal Care Marketplaces (CRAFABAB), Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE), Personal Fragrances (Perfume, Cologne, Body Sprays) (CRADANAD), Luxury Beauty & Fragrance Department Stores (CRAGADAD)
Keywords
Where Danijela Commerce is headquartered
LocationHeadquarters
- HQ city
- Pancevo
Offices1 record
Markets served
Danijela Commerce business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Import and Distribution: Import and distribution of carefully selected beauty and cosmetics brands including decorative cosmetics, hair dyes, oral hygiene products, and perfumes across Serbia
- Retail Sales: Own retail chain under Golden Beauty Shop brand operating as perfumery and beauty salon establishments, as well as mini-format stores in shopping centers
- E-commerce: Online shop gbs.rs offering products from all distributed brands including Golden Rose, Trisa, Roxanne, and others
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
Danijela Commerce product offering
Product offeringCore offering
Danijela Commerce is the exclusive Serbian importer and distributor of a curated portfolio of international beauty and personal care brands, including decorative cosmetics (Golden Rose), perfumes (Roxanne, Xceed), hair dyes (MM Beauty, Miss Magic, Elea), oral hygiene (Trisa), and Aroma Cosmetics products. The company sells these brands through wholesale to retail chains and pharmacies, through its own Golden Beauty Shop retail chain combining perfumery and beauty salon services, and through its e-commerce platform gbs.rs, with 24–48 hour delivery across Serbia.
Product overview
Danijela Commerce is a beauty products import and distribution company serving the Serbian market since 2001. The company operates as a unified distribution platform offering a portfolio of 8 distinct cosmetic and personal care brands, supplemented by company-owned retail stores (Golden Beauty Shop chain) and an e-commerce platform (gbs.rs). The core brand portfolio consists of decorative cosmetics (Golden Rose by ERKUL Cosmetics, Turkey), perfumes (Roxanne and Xceed by Erte Cosmetics, Turkey), hair dyes (MM Beauty, Miss Magic, and Elea by Solvex, Bulgaria), oral hygiene (Trisa from Switzerland), and an extended Bulgarian cosmetics portfolio (Aroma Natural, Aroma Color Henna, Medico SOS, Parodont Active, Astera by Aroma Cosmetics). Golden Beauty Shop retail stores provide direct consumer access combined with professional beauty services, while the online shop offers nationwide e-commerce delivery.
Differentiator
Problem solved
Functional benefit
Brands
- Golden Rose: Decorative cosmetics brand produced by ERKUL Cosmetics (Turkey, est. 1983). Danijela Commerce is the exclusive importer and distributor for the Serbian market. Products include nail polishes, lipsticks, eyeliners, mascaras, and makeup primers. Available in over 90 countries.
- Roxanne
- Xceed
- MM Beauty
- Miss Magic
- Elea
- Trisa
- Aroma Natural
- Aroma Color Henna
- Medico SOS
- Parodont Active
- Astera
- Golden Rose Karavan
Products and services
- Golden Rose decorative cosmetics Premium decorative cosmetics brand (nail polishes, lipsticks, eyeliners, mascaras, makeup accessories) produced by ERKUL Cosmetics (Turkey, founded 1983), distributed exclusively in Serbia by Danijela Commerce. Available in over 90 countries worldwide.
- Roxanne perfumes Premium perfume and toilet water brand by Erte Cosmetics (Turkey), distributed exclusively in Serbia. Available in over 60 countries worldwide.
- Xceed perfumes Perfume brand produced by Erte Cosmetics (Turkey, founded 2003), distributed in Serbia alongside Roxanne.
- MM Beauty hair dyes and care Hair dye brand by Solvex (Bulgaria) featuring ammonia and ammonia-free formulas, plus hair care and regeneration products including shampoos, conditioners, and masks.
- Miss Magic hair dyes and care Hair dye brand by Solvex (Bulgaria) offering permanent hair colors with MISS MAGIC PERMANENT and MISS MAGIC LUX variants, plus hand creams, depilation products, and face creams.
- Elea professional hair dyes Professional hair dye brand by Solvex (Bulgaria) offering 34 shades including male hair dyes without ammonia, plus depilation products and face/hand/body creams.
- Trisa oral hygiene products Swiss oral hygiene brand producing over 1 million toothbrushes daily. Products include manual toothbrushes, electric oral care devices, interdental care products, and comprehensive oral care solutions. Available in over 80 countries worldwide.
- Aroma Cosmetics portfolio (Aroma Natural, Color Henna, Medico SOS, Parodont Active, Astera) Extended Bulgarian cosmetics portfolio by Aroma Cosmetics including Aroma Natural (hair and body care with up to 96% natural ingredients), Aroma Color Henna (natural hair dye with chamomile and nettle), Medico SOS (regenerative skin and hair care), Parodont Active (gum health program), and Astera (family oral hygiene including toothpaste, mouthwash, toothbrushes).
- Golden Beauty Shop retail chain Company-owned beauty retail chain combining perfumery and beauty salon services. Offers the full product range of distributed brands plus professional beauty services including manicure, hairdressing, depilation, body treatments, and cosmetic services across 8+ stores in shopping centers in Serbia.
- Golden Beauty Shop Online (gbs.rs) e-commerce platform Own e-commerce platform at gbs.rs offering all distributed brands including Golden Rose, Trisa, Roxanne, Miss Magic, MM Beauty, and Elea with nationwide delivery across Serbia. Ranked in Top 5 e-commerce sites in Serbia for 2020 and won Web Retailer Awards 2022 in Health & Beauty.
- Golden Rose Gel Power Nail Lacquer UV lamp-free gel effect nail polish by Golden Rose providing a professional gel manicure look with intense shine, enriched with Provitamin B5 and Vitamin E.
- Golden Rose Skin Perfector Hydrating CC Cream Hydrating CC cream for complexion correction by Golden Rose.
- Golden Rose Tattoo Lipliner Long-lasting, waterproof lip liner by Golden Rose with soft-gel texture for precise application, enriched with jojoba oil, can be used as a lipstick. Provides long-lasting definition and matte lip effect.
Quantifiable outcome
- Over 3 million women users of hair dye brands in Serbia
- +2 more outcomes
Companies that use Danijela Commerce
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Danijela Commerce technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Danijela Commerce partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor, strategic and core.
- Elena Ćuk MasterclassminorGolden Rose as sponsor of exclusive masterclass organized by Elena Ćuk featuring world-renowned Russian makeup artist Nikoletova, attended by professional makeup artists from the Balkans
- Big Fashion Retail ParkstrategicPartnership for Valentine's Day events and promotions in Big Fashion shopping centers across Serbia
- Serbia Fashion WeekstrategicLong-term partner and official makeup sponsor for Serbia Fashion Week (25th anniversary celebration). Golden Rose products used in backstage for model preparation. Director Manuela Plamenova Babachkova Komnenović received award for long-term cooperation.
- Aroma CosmeticscoreImporter of Bulgarian cosmetics brand Aroma (founded 1924). Bulgaria's largest cosmetics manufacturer with over 100 years of experience, 364 different formulas, 111 brands produced annually. Products include Aroma Natural, Medico SOS, Parodont Active, Astera, and Color Henna.
- Music Awards Ceremony (MAC)strategicGolden Rose as official Make Up partner for MAC 2020 - the largest music spectacle in the Balkans, held at Štark Arena in Belgrade
- TrisacoreExclusive importer since 2013 of Swiss oral hygiene brand Trisa (founded 1887 in Tringen, Lucerne). Leading global manufacturer producing over 1 million toothbrushes daily in state-of-the-art facilities, sold in more than 80 countries worldwide.
- Golden Rose (ERKUL Cosmetics)coreExclusive importer and distributor of Golden Rose decorative cosmetics brand produced by ERKUL Cosmetics (Turkey, founded 1983). One of the five largest nail polish manufacturers in the world. Golden Rose products are available in more than 90 countries across five continents.
- Roxanne and Xceed (Erte Cosmetics)coreExclusive importer of Roxanne perfumes and toiletries produced by Erte Cosmetics (Turkey, founded 2003). Erte Cosmetics ranks among leading perfume and toilet water manufacturers, located on more than 12,000 m² in Istanbul.
- MM Beauty, Miss Magic, Elea (Solvex)coreExclusive importer and distributor of Solvex brands from Bulgaria (founded 1995, Plovdiv). Includes MM Beauty hair colors and care products, Miss Magic hair dyes and depilation products, Elea professional hair colors and depilation line.
Scale indicators11 records
Recent moves11 records
Expansion highlights5 records
Danijela Commerce competitors and assessment
Company assessmentBroad incumbents
- Coty Inc. Global beauty company with mass and prestige color cosmetics and fragrance brands distributed in Serbia. Direct overlap with Danijela Commerce's Golden Rose decorative cosmetics and Roxanne/Xceed fragrance categories.
- L'Oréal Adriatic / Serbia: Global beauty multinational with distribution and retail presence in Serbia across mass, prestige, and professional beauty. Competes with Danijela Commerce's distributed brands in color cosmetics and hair color while operating at significantly larger scale.
- Beiersdorf (NIVEA Serbia): Global personal care multinational with NIVEA brand distributed across Serbian retail and pharmacy channels. Overlaps with Danijela Commerce in personal care, oral hygiene-adjacent, and skin care categories.
- Henkel Beauty Care Serbia: Henkel's Beauty Care division (Fa, Schwarzkopf, Gliss) competes in hair color and personal care categories overlapping with MM Beauty, Miss Magic, and Elea through established retail distribution in Serbia.
- Revlon (Serbia distribution): Multinational color cosmetics and fragrance company with distribution into Serbian retail. Competes in the same decorative cosmetics and fragrance categories central to Danijela Commerce's Golden Rose and Roxanne brands.
Others
- dm drogerie markt Serbia: Major drugstore chain in Serbia that is simultaneously a key wholesale customer of Danijela Commerce and a retail competitor through its private-label beauty assortment. Relevant as both channel partner and adjacent business model.
Direct peers
- Faberlic Serbia: Russian-origin direct-selling beauty and personal care brand active in Serbia, overlapping with Danijela Commerce's mass-market cosmetics, skincare, and oral care categories through a similar price-positioned offering.
- Oriflame Cosmetics (Serbia): Global direct-selling beauty company with established Serbia operations, competing in the same color cosmetics, fragrance, and personal care categories served by Danijela Commerce's distributed brands. Overlaps strongly on target demographic (women consumers) and category portfolio.
- Avon Serbia: Direct-selling beauty company with longstanding Serbia presence. Competes with Danijela Commerce's portfolio in decorative cosmetics and personal care, primarily through its own consultant network rather than retail distribution.
Regional players
- Aroma Cosmetics (Bulgaria): Bulgarian cosmetics manufacturer (founded 1924) and supplier to Danijela Commerce, also distributing its own Aroma brand portfolio in neighboring Balkan markets. Relevant as both upstream partner and as a regional beauty company with overlapping category coverage in hair care and oral hygiene.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Danijela Commerce social profiles
Digital presenceDanijela Commerce compliance and trust
Trust signalCompliance12 records
Danijela Commerce financial estimates
Financial estimateRevenue estimate
Valuation estimate
Danijela Commerce leadership team
Management profileNumber of profiles
Profiles1 record
Danijela Commerce subsidiaries and ownership
Company hierarchySubsidiaries2 records
Danijela Commerce funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Danijela Commerce 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 Danijela Commerce
What does Danijela Commerce do?
Danijela Commerce is the exclusive Serbian importer and distributor of a curated portfolio of international beauty and personal care brands, including decorative cosmetics (Golden Rose), perfumes (Roxanne, Xceed), hair dyes (MM Beauty, Miss Magic, Elea), oral hygiene (Trisa), and Aroma Cosmetics products. The company sells these brands through wholesale to retail chains and pharmacies, through its own Golden Beauty Shop retail chain combining perfumery and beauty salon services, and through its e-commerce platform gbs.rs, with 24–48 hour delivery across Serbia.
Is Danijela Commerce a public or private company?
Danijela Commerce is a private company. It is classified as family owned and is currently operating.
When was Danijela Commerce founded?
Danijela Commerce was founded in 2001. It employs 101 to 250 people.
Where is Danijela Commerce based?
Danijela Commerce is headquartered in Pancevo.
How does Danijela Commerce make money?
Three revenue lines are on record. Import and Distribution is the primary driver. The others are retail Sales and E-commerce.
Who are Danijela Commerce's main competitors?
Broad incumbents on record are Coty Inc., L'Oréal Adriatic / Serbia, Beiersdorf (NIVEA Serbia), Henkel Beauty Care Serbia and Revlon (Serbia distribution). dm drogerie markt Serbia is listed as an others. Direct peers are Faberlic Serbia, Oriflame Cosmetics (Serbia) and Avon Serbia. Aroma Cosmetics (Bulgaria) is listed as a regional player.
Does Danijela Commerce have an API?
No public API is recorded for Danijela Commerce.
What industry is Danijela Commerce in?
Danijela Commerce's product category is Beauty and Personal Care Distribution. Its primary akta.pro industry code is CRAOAEAG, Cosmetics & Color Makeup Distribution, with a secondary code of CRAOAEAA, Mass Beauty & Drugstore Beauty Distribution. Its NAICS code is 456120 and its SIC code is 2844.