Aqua Promet

What Aqua Promet does

Aqua Promet D.O.O. is a Serbian limited liability company founded in 2002 and headquartered in Jagodina that distributes and retails complete bathroom equipment, including sanitary ware, shower cabins, water heaters, bathroom furniture, ceramic tiles, plumbing, and sewage materials. The company operates a hybrid retail-and-wholesale model: three to four retail showrooms in Jagodina (anchored by a 1,700-2,000m2 flagship showroom adjacent to the highway) serve individual homeowners and renovation customers, while two wholesale centers in Jagodina and Belgrade (Zemun) supply over 1,000 legal entity customers across Serbia, supported by a 5,500m2 warehouse footprint and a dedicated delivery fleet. Product mix spans premium third-party brands (Grohe, Geberit, Roca, Villeroy & Boch, Kolpa/Kerrock, Paradyz, Argenta Ceramica, Zorka Keramika, Sika, Mapei, Gorenje, Metalac, PEŠTAN) alongside the proprietary LINNI house brand covering faucets, sanitary ware, shower enclosures, bathroom furniture, accessories, and, since June 2025, ceramic tiles. Revenue mechanics are transactional one-time sales across retail, wholesale, and the aquamanija.rs e-commerce channel, supplemented by installation, after-sales, and complaint-handling services, with customer engagement reinforced through the company-organized Aqua Sajam trade fair and recurring Aqua Day partner events. Aqua Promet is privately held with no disclosed investors, no public listing, and no disclosed financial figures.

Name

Aqua Promet

Legal name

Aqua Promet D.O.O.

Website

https://aquapromet.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Aqua Promet is a Serbian bathroom equipment distributor and retailer, founded 2002 in Jagodina, operating a hybrid retail and wholesale model across four showrooms, two distribution centers, and the proprietary LINNI brand, serving 1,000+ B2B customers and end-consumers throughout Serbia.

Ownership category

akta.pro rank

Product category

Bathroom Equipment Distribution

SIC

Wholesale-Furniture & Home Furnishings (5020)

akta.pro primary industry

Plumbing Fixtures & Faucets Showrooms (CRAIAFAC)

akta.pro secondary industry

Sinks & Water Filtration/Dispensers Showrooms (CRAIAFAE)

Keywords

• Bathroom equipment distribution
• Sanitary ware retail
• Wholesale plumbing supplies
• Bathroom furniture
• Ceramic tiles distribution

Headquarters

HQ city

Jagodina

HQ country

Serbia

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Infrastructure, Personnel, Marketing or Sales

Revenue model

1. Retail Sales: Direct retail sales to consumers through multiple showroom locations. The flagship showroom spans 2000m2 offering finished bathroom solutions as inspiration for decoration. Sales staff provides consultation during product selection.
2. Wholesale Distribution: Wholesale distribution to over 1000 legal entities (professional customers) across Serbia. Two large wholesale centers with warehouse space in Jagodina and Belgrade serve the network.
3. Online Shop (Aquamanija.rs): E-commerce channel through aquamanija.rs online shop for direct consumer sales.
4. Service and Installation: Complaint handling and after-sales service for customers, including installation and maintenance services.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Aqua Promet distributes and retails complete bathroom equipment — sanitary ware, shower cabins, shower screens, faucets, water heaters, bathroom furniture, ceramic tiles, and plumbing materials — under its proprietary LINNI brand and via distribution of premium international brands (Grohe, Geberit, Roca, Villeroy & Boch, Gorenje). It serves both retail consumers through a 2,000 m² showroom in Jagodina and wholesale buyers (1,000+ legal entities) through its 5,500 m² warehouse and own delivery fleet.

Product overview

Aqua Promet is a Serbian bathroom equipment distributor and retailer offering a comprehensive portfolio of sanitary ware, shower cabins, water heaters, bathroom furniture, ceramics, plumbing materials, and sewage equipment. The company operates its own LINNI brand product line (faucets, sanitary ware, shower cabins, bathroom furniture, accessories) alongside third-party branded products. Their portfolio includes ceramic tiles (own Linni pločice collection with SENSO and OPUS series), Aquaphor water filtration systems, and various bathroom furniture collections (MYKONO LINNI, Malaga Linni, Modena, Napoli). They serve both retail and wholesale customers across Serbia through showrooms in Jagodina and Belgrade, with a focus on complete bathroom solutions.

Differentiator

Problem solved

Functional benefit

Brands

• LINNI: House brand offering batteries (faucets), sanitary ware, bathroom furniture, shower screens, shower cabins, and bathroom accessories. LINNI has established quality at accessible prices over the years.

Products and services

• LINNI Faucets and Mixers (LINNI Baterije)

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

15 partnerships are on record, tiered core, major, minor, new and premium.

• GrohecoreChannel Partner/ Reseller/ DistributorPremium bathroom fixtures brand. Aqua Promet serves as authorized reseller of Grohe products including faucets, showers, and bathroom accessories.
• GeberitcoreChannel Partner/ Reseller/ DistributorSwiss manufacturer of bathroom fixtures and plumbing systems. Products distributed through Aqua Promet retail and wholesale channels.
• RocacoreChannel Partner/ Reseller/ DistributorSpanish manufacturer of bathroom equipment. Aqua Promet distributes Roca sanitary ware, bathtubs, and bathroom furniture.
• GorenjemajorChannel Partner/ Reseller/ DistributorSlovenian appliance manufacturer. Aqua Promet distributes Gorenje water heaters and bathroom appliances.
• Metalac (Metalac Bojleri)majorChannel Partner/ Reseller/ DistributorSerbian manufacturer of water heaters and bathroom equipment. Featured as monthly exhibitor at Aqua Day events with product presentations.
• PEŠTANmajorChannel Partner/ Reseller/ DistributorSerbian manufacturer present on the market for over 30 years. Production meets European standards. Featured at Aqua Day August 2022 with up to 15% discounts.
• MapeimajorChannel Partner/ Reseller/ DistributorItalian manufacturer of construction chemicals. Special promotions like 'I am also a MAPEI master' with gifts including shirts, pants, grout, cleaning sets, and silicone guns. Presented at Aqua Day events.
• SikamajorChannel Partner/ Reseller/ DistributorSwiss specialty chemicals company. Products for construction including sealants, adhesives, and waterproofing. Training presentation held for craftsmen at Aqua Promet.
• Kolpa (Kerrock)coreChannel Partner/ Reseller/ DistributorSlovenian manufacturer of bathroom surfaces. Kerrock composite material made from inorganic filler bound with polymer acrylic. Aqua Promet distributes Kerrock washbasins and bathtubs.
• CotexaminorChannel Partner/ Reseller/ DistributorBathroom accessories (galanterija) manufacturer, primarily serving the European market. New partner for bathroom accessories at Aqua Promet.
• AquaphornewChannel Partner/ Reseller/ DistributorWater treatment and filtration systems. New product line added in 2025 including whole-house water treatment devices, filter pitchers, water bottles with filters, and replacement filters using Aqualen fibers, activated carbon, and ion exchange technology.
• Zorka KeramikacoreChannel Partner/ Reseller/ DistributorSerbian ceramic tiles manufacturer. Partner brand featured in product assortment.
• ParadyzcoreChannel Partner/ Reseller/ DistributorPolish ceramic tiles manufacturer with wide international distribution. Products available at Aqua Promet.
• Argenta CeramicacoreChannel Partner/ Reseller/ DistributorSpanish ceramic tiles manufacturer. Part of Aqua Promet's imported tiles portfolio.
• Villeroy & BochpremiumChannel Partner/ Reseller/ DistributorPremium German bathroom fixtures and ceramics manufacturer. Luxury brand in Aqua Promet's portfolio.

Scale indicators10 records

Recent moves10 records

Expansion highlights6 records

Regional players

• Emmezeta: Western Balkans home furnishings and household goods retailer with Serbian operations. Comparable as a regional multi-category home retailer targeting similar middle-class consumers, though broader in category mix than Aqua Promet.
• Forma Ideale: Leading Serbian and Western Balkans furniture and home furnishings retailer with own showrooms. Comparable as a regional specialty home retailer serving Serbian consumers, though focused on furniture rather than bathroom equipment specifically.

Broad incumbents

• Mr. Bricolage: European home improvement franchise network serving both DIY consumers and trade professionals. Like Aqua Promet, Mr. Bricolage combines retail showrooms with B2B trade services for renovation and construction buyers.
• Castorama: Large-format home improvement retailer carrying sanitary ware, tiles, bathroom furniture and plumbing. Overlaps with Aqua Promet's assortment and customer base (homeowners and trade installers) but at much greater scale.
• Leroy Merlin: International big-box home improvement retailer with operations in Serbia. While Aqua Promet specializes in bathroom equipment, Leroy Merlin competes for the same homeowner and small contractor renovation spend with a much broader assortment and pricing scale.
• Bauhaus: European home improvement and DIY chain carrying sanitary ware, tiles, plumbing and bathroom furniture. Operates a similar showroom-and-warehouse model with broader category scope than Aqua Promet.
• Saint-Gobain Distribution: Building materials distribution arm of Saint-Gobain supplying sanitary, plumbing, and finishing products to trade professionals across Europe. Comparable to Aqua Promet's wholesale-to-trade-customer business model at significantly larger scale.
• Hornbach: Pan-European home improvement retailer with deep sanitary/bathroom assortments and a professional-customer focus. Comparable to Aqua Promet's hybrid B2B/B2C approach, but at materially larger scale and broader category mix.

Direct peers

• Toza Marković: Serbian ceramics manufacturer and supplier, also a partner brand at Aqua Promet. Comparable as a domestic producer-distributor of finishing materials operating in overlapping Serbian B2B and retail channels.
• Keramika Kanjiža: Serbian ceramic tiles manufacturer and distributor that is listed as a partner of Aqua Promet. Closely comparable as a Serbian tile/sanitary distributor serving overlapping regional customers, with potential to compete or partner depending on category overlap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/aquapromet_jagodina
• LinkedInlinkedin.com/company/aqua-promet

Revenue estimate

Valuation estimate

Number of profiles

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 Aqua Promet