What Gomex Trgovina does

Gomex Trgovina (legal entity: DOO GOMEX ZRENJANIN) is a Serbian private retail chain founded in 1995 that operates a network of neighborhood supermarkets across Serbia. The company sells fast-moving consumer goods including fresh produce, meat, bakery products, packaged food, household chemicals, and cosmetics, targeting general Serbian consumers who shop for daily grocery needs. Gomex is headquartered in Zrenjanin at Beogradska 83a, which also serves as its distribution center (PIB: SR101161267, activity code 4711).

The company's product ecosystem centers on the Kasica Brojalica loyalty program, which operates through both a plastic card and a mobile application (iOS and Android). Customers earn 'keširići' bonus points at a rate of 1 point per 100 RSD on non-promotional items, with a 12-month expiration and 300-point minimum redemption threshold. The loyalty platform also generates personalized coupons based on purchase history analysis, with discounts ranging from 10–99% on specific products or 5–15% off the total bill for purchases exceeding 1,300 RSD. Supporting infrastructure includes a real-time CSV price list service (Cenovnici) published per-store in compliance with Serbian Trade Law, a store locator, and a separate wholesale service for business customers.

Gomex's business model is primarily direct-to-consumer retail, supplemented by a B2B wholesale arm and a business-space partnership program actively soliciting commercial premises of 200–450 m² in Serbian localities with more than 3,000 residents for new store openings. Revenue is generated through point-of-sale transactions across the store network. Marketing is conducted through the mobile app, email newsletter, in-store promotions, and community-facing social responsibility campaigns. The company maintains banking relationships with Banca Intesa, Banka Poštanska štedionica, NLB Komercijalna banka, ProCredit Bank, Raiffeisen Bank, and OTP Banka, and operates technology partnerships with Insby.tech (Morpheus) for website development and One Stop Marketing for loyalty program administration.

Name

Gomex Trgovina

Legal name

DOO GOMEX ZRENJANIN

Website

https://gomex.rs

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

101–250 employees

Short description

Serbian retail chain founded in 1995 operating neighborhood supermarkets across Serbia selling fresh produce, meat, bakery items, food, and household goods. Serves general consumers through physical stores, supported by the Kasica Brojalica loyalty program and mobile app.

Ownership category

akta.pro rank

Product category

Grocery Retail

NAICS

Grocery and Convenience Retailers (4451)

SIC

Retail-Grocery Stores (5411), Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Full-Line Supermarkets (National/Regional Chains) (CRAHAAAA)

akta.pro secondary industry

Specialty & Gourmet Foods Distribution (CRAOABAF)

Keywords

• Grocery retail chain
• Fresh produce market
• Loyalty rewards program
• Consumer goods retail
• Neighborhood supermarket

Headquarters

HQ city

Zrenjanin, Vojvodina

HQ country

Serbia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales: Revenue is generated through sales of fast-moving consumer goods (FMCG) including fresh produce (meat, fruits and vegetables, bakery products), food products, household chemicals, cosmetics, and other consumer goods across their store network in Serbia.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Gomex Trgovina operates a chain of neighborhood supermarkets across Serbia, selling fast-moving consumer goods including fresh produce (meat, fruits and vegetables, bakery products), food items, household chemicals, and cosmetics. Around this retail core, the company operates the Kasica Brojalica loyalty program (plastic card plus mobile app), real-time per-store CSV price lists, a store locator, a wholesale service for business buyers, and a business-space partnership program to expand the store footprint.

Product overview

Gomex Trgovina is a Serbian retail chain operating since 1995 with a network of neighborhood stores offering consumer goods including fresh produce, meat, bakery items, food products, household chemicals, and cosmetics. The company operates a unified product ecosystem consisting of the Kasica Brojalica loyalty program (with associated mobile app), real-time price list service, store locator, and wholesale services. These products work together to provide a comprehensive retail experience where customers earn and redeem points through the loyalty program, access pricing information digitally, and can shop across multiple store locations.

Differentiator

Problem solved

Functional benefit

Brands

• Kasica Brojalica: Loyalty program brand offering instant discounts, bonus points accumulation (keširići), personalized coupons, and rewards for regular shopping at Gomex stores. Available as plastic card or mobile application.

Products and services

• Kasica Brojalica Loyalty Program Loyalty program for Gomex retail customers that rewards repeat shopping with keširići (bonus points), in-store discounts, and personalized coupons, available via plastic card or the Gomex mobile application.
• Gomex Mobile Application Companion mobile application for the Kasica Brojalica loyalty program, available on iOS and Android, providing digital loyalty card functionality, points management, personalized coupons, and store location.
• Real-Time Per-Store Price Lists (Cenovnici) Store-by-store downloadable CSV price lists for Gomex supermarkets, updated in real time under Serbian Trade Law for consumer transparency and electronic processing.
• Store Locator Online locator service that helps customers identify the nearest Gomex store, organized by district and city, supporting the convenience proposition of neighborhood retail.

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and supporting.

• ONE STOP MARKETING DOO ZrenjanincoreStrategic or Co-development PartnerONE STOP MARKETING DOO Zrenjanin, 4.Juli 1/12, PIB: 108787648, provides loyalty program organization and implementation services for Gomex's Kasica Brojalica loyalty program under a separate contract. They handle personal data collection, processing, and storage in accordance with Serbian data protection law.
• Insby.tech (Morpheus)coreTechnology or IntegrationTechnology partner providing website development and hosting services for gomex.rs website.
• Banca IntesasupportingOthersBank account holder: 160-10720-23
• Banka Poštanska štedionicasupportingOthersBank account holder: 200-2962810101001-40
• NLB Komercijalna bankasupportingOthersBank account holder: 205-0000000035177-93
• ProCredit banksupportingOthersBank account holder: 220-0000000159299-17
• Raiffeisen banksupportingOthersBank account holder: 265-2010310003288-88
• OTP BankasupportingOthersBank account holder: 325-9500900019064-38

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Univerexport: Long-established Serbian regional grocery chain with similar neighborhood store footprint and broad FMCG assortment. Closely comparable in format, target customer, and operating geography.
• DIS: Serbian retail chain owned by Delta Holding operating supermarkets and hypermarkets with broad assortment and fresh produce focus. Comparable in category mix and domestic Serbian positioning.
• dm drogerie Serbia: German drugstore chain operating across Serbia with strong household chemicals, cosmetics and personal care assortment — the exact non-food categories Gomex carries in its supermarkets.
• Idea / Mercator-S: Serbian supermarket chain originally part of the Mercator group; competes with Gomex across full-line grocery, private label, and loyalty programs.
• Lidl Serbia: German discount-grocery operator with a rapidly expanding Serbian store network selling private-label-heavy FMCG at low prices. Directly competes with Gomex for everyday grocery baskets in Serbian neighborhoods.
• Maxima (Ahold Delhaize Serbia): Ahold Delhaize's Serbian supermarket chain and one of the country's largest grocery retailers. Competes head-on with Gomex across full-line grocery, fresh produce, and loyalty-driven FMCG.

Broad incumbents

• Ahold Delhaize: Pan-European grocery incumbent operating Maxima in Serbia. Wider portfolio, deeper supplier leverage, and stronger technology stack make it a structural benchmark for Gomex.
• Mercator: Slovenian-headquartered multi-country retail group (parent of Idea). Provides a broader regional benchmark for store formats, private label, and loyalty economics applicable to Gomex.

Emerging players

• Eurospin: Italian discount grocery chain expanding into the Western Balkans. If it enters Serbia, it would directly pressure Gomex's price-driven FMCG baskets alongside Lidl.

Regional players

• Konzum: Leading Croatian supermarket chain under Fortenova Group. Comparable full-line grocery and loyalty program model; primarily competes in Croatia and Bosnia rather than Serbia directly.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/gomex-trgovina

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 →

Frequently asked questions about Gomex Trgovina