Domaća Trgovina - Aroma Marketi - Srbija

What Domaća Trgovina - Aroma Marketi - Srbija does

Domaća Trgovina d.o.o. is a Serbian private limited liability company that operates the Aroma Marketi retail chain, a multi-format grocery and convenience-store network headquartered at Patrijarha Dimitrija 12d in Belgrade. Founded in 2011 as part of Expo Grupe (parent group established 1991), the company opened its first Aroma supermarket in Njegoševa street, Belgrade in August 2012, and has since grown to 96 retail locations across Serbia, with the bulk of the footprint concentrated in Belgrade and secondary clusters in Novi Sad, Pančevo, Zlatibor, Sopot, and Nova Pazova, plus initial cross-border operations in Montenegro dating to December 2015.

The retail proposition rests on two principal store formats — Aroma supermarkets and City convenience stores — supplemented by the Conto format (introduced December 2017) and A Gastro Bar in-store dining. Product offerings span fresh produce, in-house bakery (Aromina pekara), dairy, meat (sourced from an in-house meat processing facility opened November 2020), frozen foods, household goods, personal care, and baby products. Differentiation comes from proprietary private label brands (Aromina pekara, Montella cream spreads and frozen vegetables), weekly promotional catalogs, a delivery service, and the Moja lista personalized shopping list feature.

The business model is straightforward physical retail: standard transactional grocery sales with promotional pricing set via weekly catalogs, no subscription or membership pricing, and revenue derived from in-store purchases plus a modest delivery channel. Marketing is conducted through weekly catalogs, email/SMS newsletters, social media (Facebook, Instagram, LinkedIn), and a content/blog section featuring recipes and company news. The customer base is horizontal — general Serbian consumers across income levels — served through a deliberately broad assortment of domestic and imported consumer goods positioned for convenient one-stop neighborhood shopping.

Name

Domaća Trgovina - Aroma Marketi - Srbija

Legal name

Domaća Trgovina d.o.o.

Website

https://aromamarketi.rs

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

51–100 employees

Short description

Domaća Trgovina d.o.o. operates the Aroma Marketi retail chain in Serbia, running 96 Aroma supermarkets, City and Conto convenience stores across Belgrade, Novi Sad, Pančevo, and other cities, plus Montenegro. It serves general Serbian consumers with groceries, fresh produce, private-label bakery and meat products through owned processing facilities and weekly promotional catalogs.

Ownership category

akta.pro rank

Product category

Supermarket Retail

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511), Food and Beverage Retailers (445)

SIC

Retail-Grocery Stores (5411), Retail-Food Stores (5400), Retail-Convenience Stores (5412)

akta.pro primary industry

Convenience Retail with Quick-Service Foodservice (Hot Food/Prepared) (CRANAJAI)

akta.pro secondary industries

Ethnic & International Cash-and-Carry (CRAHACAD), Pastry, Cakes & Desserts Wholesale (AFAIAFAB)

Keywords

• Grocery retail
• Supermarket chain
• Convenience stores
• Private label brands
• Fresh bakery

Headquarters

HQ city

Beograd

Offices75 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Grocery Sales: Standard retail supermarket revenue from in-store purchases of consumer goods across food, beverages, household, personal care, and specialty categories. Customers shop at physical Aroma and City store locations.

Distribution channels3 records

Marketing channels6 records

Core offering

Domaća Trgovina d.o.o. operates the Aroma Marketi retail chain, a network of approximately 96 physical supermarket and convenience store locations across Serbia selling groceries, fresh produce, bakery items, meat, dairy, frozen foods, household goods, and personal care products. The company runs two main store formats—Aroma supermarkets and City convenience stores—supported by private label brands (Aromina pekara for in-store bakery, Montella for confectionery/frozen foods) and a vertically integrated meat processing facility.

Product overview

Domaća Trgovina operates Aroma Marketi as a retail chain offering a unified supermarket experience. The portfolio includes Aroma and City supermarket formats, A Gastro Bar service, and two private label brands (Aromina pekara bakery and Montella frozen foods). The company also provides delivery service and newsletter subscriptions. The retail operations are organized around providing consumers with a wide selection of domestic and foreign consumer goods in one location, supported by company-owned brands and vertically integrated meat processing facilities.

Differentiator

Problem solved

Functional benefit

Brands

• Aromina pekara: In-house bakery sub-brand offering freshly baked bread and pastries under the Aroma retail chain.
• Montella
• City
• Conto
• A Gastro Bar

Products and services

• Aroma Supermarket Full-range supermarket chain under the Aroma brand, offering groceries, fresh produce, bakery, meat, dairy, frozen foods, household goods, and personal care across approximately 80+ neighborhood and larger-format locations in Serbia.
• City Convenience Stores Smaller-format convenience store brand operated by the company, offering essential grocery and household items in strategic urban locations with extended hours, including some 24-hour locations.
• A Gastro Bar Gastro bar service available within Aroma retail locations, offering prepared food and beverages to shoppers.
• Aromina pekara (Own Bakery) In-house bakery brand producing fresh bread and pastries sold within Aroma store locations.
• Montella Private Label Private label brand offering hazelnut cream spreads (Krem sa lešnikom, Krem duo) and frozen vegetables under the Montella name, sold within the Aroma and City retail network.
• Home Delivery Service (Dostava) Home delivery service enabling customers to receive product orders at their address from Aroma stores.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered parent, core and minor.

• Expo GrupaparentOthersExpo Grupa, founded in 1991, is the parent company of Domaća Trgovina Srbija, which was established in 2011. Domaća Trgovina operates the Aroma and City retail chains under the Expo Grupa umbrella. The group has a history in regional retail and trade spanning back over three decades.
• MontellacoreOthersMontella is Aroma's private label brand for hazelnut cream spreads (including Krem sa lešnikom Montella and Krem duo Montella). It is also a frozen food brand (Montella frozen vegetables). Listed under 'Naši brendovi' (Our brands) section of the website alongside Aromina pekara.
• Aromina pekaracoreOthersAromina pekara is Aroma's in-store bakery brand, offering freshly baked goods within Aroma stores. It is listed as one of Aroma's own brands alongside Montella, indicating proprietary bakery operations.
• Montenegro OperationsminorOthersFirst AROMA stores were opened in Montenegro in December 2015, expanding the retail network across borders. These operations appear to be part of the broader Aroma network.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Lidl Serbia: German hard-discounter operating a rapidly expanding Serbian store network with private-label heavy assortment. Bench competitor for Aroma on price perception and convenience-format efficiency.
• Univerexport: Vojvodina-based retail chain with supermarket and convenience formats serving northern Serbia. Comparable regional grocery peer with similar city-concentration play and own-brand strategy.
• IDEA (Mercator-S IDEA): Serbian supermarket chain with a dense urban footprint and standardized private-label program. Same product/customer overlap as Aroma, including fresh categories and weekly promotional cycles.
• Dis (Diskont bez skupog nameštaja): Serbian discount retail chain headquartered in Kruševac with multi-format stores across the country. Closely comparable to Aroma/City on assortment breadth, own brands and weekly promotional mechanics.
• Delta Maxi: Serbia's largest grocery retail chain operating supermarkets and hipermarkets under Maxi, Tempo and Shop&Go formats. Directly comparable to Aroma as a multi-format Serbian food retailer competing for the same everyday-grocery wallet.
• Kaufland Serbia: German-led hypermarket chain with strong presence in Serbia offering fresh, grocery and household assortment under one roof. Directly competes with Aroma supermarkets on price, fresh and private label.

Others

• DM Drogerie Serbia: Drugstore chain operating hundreds of stores across Serbia with a household and personal care assortment that overlaps Aroma's non-food shelf space. Not a direct grocer, but comparable as a dense, regionally branded Serbian retail operator with overlapping supplier base and customer trip patterns.

Regional players

• Tommy: Croatian grocery chain with significant presence in Montenegro and the Adriatic region. Comparable to Aroma on convenience/superstore dual format and own-brand offerings, primarily competing with Aroma in Montenegro rather than Serbia.
• Konzum: Croatian retail chain and leading grocer in former Yugoslav markets. Comparable multi-format operator with strong private-label program; relevant peer because Aroma has been expanding in neighboring markets and faces Konzum-sourced competition in Montenegro.

Broad incumbents

• Mercator Serbia: Slovenian-headquartered regional retail incumbent operating supermarkets in Serbia. Competes with Aroma on grocery assortment and fresh categories, but with a broader multi-country footprint across former Yugoslavia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/aromamarketisrbija
• LinkedInlinkedin.com/company/aroma-srbija
• Instagraminstagram.com/aroma_marketi

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 →

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