What dm drogerie markt Srbija does

dm drogerie markt d.o.o. Srbija operates as the Serbian wholly-owned subsidiary of Germany's dm-drogerie markt GmbH + Co. KG, the largest drugstore chain in Europe with 3,945 stores across 14 countries. Founded in 2004 with its first store at Terazije in Belgrade, the company has built a 134–135 store retail network across 40 Serbian cities, supported by a modern distribution center in Šimanovci (which also serves dm North Macedonia) and the Dialogicum headquarters in Belgrade housing HR, Marketing & Procurement, Finance & Controlling, Expansion, and IT functions. The company employs more than 2,300 people in Serbia and is consistently ranked among the country's top employers.

The business operates a multi-channel retail platform across physical stores, the Moj dm e-commerce site, and the Moj dm mobile app, selling beauty, hair care, cosmetics, baby and kids products, healthy food, household, pet, and nutrition categories. Revenue is generated through transactional retail and online sales to individual consumers, supplemented by corporate gift card sales managed by Finance & Controlling. Operational technology includes a candidate tracking portal (dm-jobs.rs), a proprietary inventory application co-developed with the IT team, Meta Pixel and Google Analytics 4 for recruitment marketing, and compliance with EU accessibility (Directive 2019/882), GDPR (via ZZPL), and ISO 50001 standards.

The company differentiates through employer-brand strength, the dm Akademija 11-month Drogerist certification program, dual education partnerships with trade schools and the Ministry of Education, and community initiatives such as the Zasadi drvo reforestation project (800,000+ trees planted since 2019). Recent strategic moves include a 10% salary increase effective January 2025, expansion of the Smart Work flexible-work concept, deployment of the dmGPT internal AI assistant, self-service checkouts in selected Belgrade stores, and the company's first international employer branding campaign — all signaling continued investment in workforce, technology, and customer experience within a mature, parent-group-supported operating model.

Name

dm drogerie markt Srbija

Legal name

dm drogerie markt d.o.o.

Website

https://dm-jobs.rs

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

101–250 employees

Short description

dm drogerie markt Srbija is a Serbian drugstore chain and wholly-owned subsidiary of Germany's dm-drogerie markt, operating 134+ retail stores across 40 cities plus the Moj dm online and mobile platform, selling beauty, baby, household, and nutrition products to Serbian consumers.

Ownership category

akta.pro rank

Product category

Drugstore Retail

NAICS

Pharmacies and Drug Retailers (456110), Health and Personal Care Retailers (456), Health and Personal Care Retailers (4561)

SIC

Retail-Drug Stores And Proprietary Stores (5912), Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Discount Drugstores (Value-Focused Chain Pharmacies) (CRAEAHAA)

akta.pro secondary industries

Discount Drugstores with Beauty & Personal Care Focus (Value Beauty) (CRAEAHAH), Discount Drugstores with Front-End General Merchandise (Value GM) (CRAEAHAI)

Keywords

• Drugstore retail
• Beauty and cosmetics
• Personal care products
• Household essentials
• Consumer health products

Headquarters

HQ city

Beograd

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Store Sales: Revenue from physical retail stores selling beauty, hair care, cosmetics, baby & kids, healthy food and other categories
2. Online Shop Sales: Revenue from dm's online store delivering products across Serbia in categories including baby & kids, nutrition, household, pets, makeup, care & perfumes, hair, men, and health
3. Gift Cards: Sale of dm gift cards to corporate clients and individuals, managed by the Finance and Controlling sector

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

dm drogerie markt Srbija operates a multi-channel drugstore retail business in Serbia, selling beauty and cosmetics, hair care, baby and kids, healthy food, household, pet, men's, and health products through 134+ physical stores across 40 cities, complemented by an online shop and the Moj dm mobile application. As the Serbian subsidiary of dm-drogerie markt GmbH + Co. KG (Germany), it also runs a modern distribution center in Šimanovci servicing both Serbia and dm Macedonia.

Product overview

dm drogerie markt Srbija operates a platform-plus-modules retail architecture consisting of core retail channels (physical stores and online shop), a proprietary mobile application (Moj dm), and headquarters (Dialogicum) managing five functional departments. The ecosystem includes complementary programs like dm Akademija for employee certification, Dualno Obrazovanje for vocational training, and a social responsibility platform (Zajedno). The company also offers gift cards and internal AI tools (dmGPT) for employee support. The business model spans retail operations, logistics, e-commerce, and employer branding across Serbia.

Differentiator

Problem solved

Functional benefit

Brands

• Moj dm: dm online shop platform and mobile application offering beauty, cosmetics, health, baby, pet, and nutrition products to customers across Serbia.

Products and services

• Beauty and Cosmetics Products Makeup, care, and perfumes category offered to individual consumers across dm stores in 40 Serbian cities and through the online shop and Moj dm mobile app.
• Hair Care Products Hair care assortment sold across dm physical stores and online channels to Serbian consumers, supported by expert in-store advice.
• Baby and Kids Products Products for babies and children sold through dm stores and the online shop across Serbia, including baby care, nutrition, and kids' items.
• Healthy Food and Nutrition Products Nutrition and healthy food assortment sold to Serbian consumers across dm stores and online channels, including supplements and specialty nutrition.
• Household Products Household essentials sold through dm physical stores and the online shop to consumers across Serbia.
• Pet Care Products Pet care assortment sold through dm stores and the online shop across Serbia.
• Men's Care Products Men's personal care assortment sold across dm physical stores and online shop in Serbia.
• Health Products Health category assortment sold across dm physical stores and the online shop in Serbia, complementing the drugstore offering.
• dm Gift Cards (Poklon Kartice) Gift cards sold to individual customers in dm stores and as corporate gift cards to Serbian businesses for employee rewards and incentives, with corporate sales managed by the Finance and Controlling sector.

Quantifiable outcome

• 10% salary increase for all employees from 2026
• +3 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability3 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Adria Media GroupcoreStrategic or Co-development Partner · 1 January 2019Partnership with Adria Media Group and institutional partners for the 'Zasadi drvo' (Plant a Tree) project, the largest reforestation action ever conducted in Serbia. Since 2019, the project has planted over 800,000 trees with voluntary participation from dm employees and citizens.
• Ministry of Education, Science and Technological Development of SerbiacoreStrategic or Co-development PartnerCollaboration on dual education program for merchant and trade technician profiles. The Ministry works with dm, other participating companies, and trade schools across Serbia to develop practical training aligned with the Ministry's education plan.
• Privredna komora Srbije (Chamber of Commerce and Industry of Serbia)coreStrategic or Co-development PartnerActive collaboration since 2016 in developing dual education system. Privredna komora coordinates with dm and other participating companies to implement the dual education model across Serbian trade schools.
• Trade Schools in SerbiacoreStrategic or Co-development PartnerPartnership with trade schools across Serbia for dual education program, enabling students to gain practical work experience in dm stores or distribution center while studying to become merchants or trade technicians.
• dm MacedoniaminorStrategic or Co-development PartnerLogistics department manages logistics processes not only in dm Serbia but also in dm Macedonia, with cross-sectoral collaboration and cooperation with other countries in the concern providing additional development opportunities for employees.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Rossmann: Major German and European drugstore chain with a comparable discount-pharmacy assortment of beauty, household, and health products; relevant peer for assortment and operating model benchmarking.
• Sephora: Global multi-brand beauty specialty retailer; competes with dm in the prestige and masstige beauty tiers dm carries, particularly through Sephora's push into select European markets.
• Müller: European variety-store and drugstore hybrid operating beauty, household, and health categories at scale; comparable to dm in combining drugstore depth with broader non-food assortment.
• dm-drogerie markt GmbH + Co. KG: German parent of dm Serbia and Europe's largest drugstore chain with 3,945 stores in 14 countries; the broader operating group whose strategy, assortment, and capital allocation directly shape dm Serbia's positioning.

Emerging players

• Notino: European beauty e-commerce pure-play active in Serbia; competes with dm's Moj dm online shop and Moj dm app for online share of beauty and personal care wallet.
• Kiko Milano: Italian-affordable beauty retailer with selective presence in Serbia and the region; an emerging competitor in dm's mass-market cosmetics and color-cosmetics assortment.

Direct peers

• Lilly Drogerie: Largest Serbian drugstore chain and dm's primary direct competitor in Serbia, operating a comparable chain pharmacy / value drugstore format focused on beauty, personal care, household, and baby products across Serbian cities.
• Bipa: Beauty-specialty drugstore chain active in Serbia and the wider region, competing directly with dm in cosmetics, skin care, and personal care categories under a beauty-led format.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/dm-drogeriemarkt-doo
• Instagraminstagram.com/dmsrbija

Compliance3 records

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 dm drogerie markt Srbija