HOFER Slovenija

Name

HOFER Slovenija

Legal name

HOFER trgovina d.o.o.

Website

https://kariera.hofer.si

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

251–500 employees

Ownership category

akta.pro rank

Product category

Discount Grocery Retail

NAICS

General Merchandise Retailers (455)

SIC

Retail-Grocery Stores (5411), Public Warehousing & Storage (4220)

akta.pro primary industry

Warehouse-Style Bulk Grocers (Membership/Non-membership) (CRAHAMAB)

Keywords

• Discount grocery retail
• Supermarket chain
• Food retail
• Consumer goods
• Grocery discount

Headquarters

HQ city

Lukovica (Prevoje)

HQ country

Slovenia

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail grocery sales: HOFER Slovenija operates a chain of discount supermarkets generating revenue through the sale of food and consumer goods to end consumers. As a discount retailer under the ALDI SÜD group, the business model focuses on low prices, private-label products, and high turnover. Revenue is generated through point-of-sale transactions across over 90 stores in Slovenia.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels9 records

Core offering

HOFER Slovenija operates a chain of more than 90 discount supermarket stores across Slovenia, selling food and consumer goods at discount prices under the ALDI SÜD group's standardised discount retail model. Store operations are supplied daily from a central logistics hub at Prevoje, Lukovica. The company additionally maintains a dedicated careers portal (kariera.hofer.si) integrated with SuccessFactors for recruitment across sales, logistics, and administration roles.

Product overview

HOFER Slovenija is a discount grocery retail chain operating as a subsidiary of German group ALDI SÜD, with over 90 stores and nearly 2,000 employees in Slovenia. The company's HR and employer brand products include: HOFER AKADEMIJA (standardized training and development programs), SKUPAJ.ZDRAVI. (comprehensive workplace health promotion including TransFERzala hiking and Migi šefi health ambassadors), and HOFER (Po)polni delovni čas (innovative flexible employment model with ~30-hour work week and full-time benefits). Additional offerings include Sabbatical leave, psychological counseling, Baby Mapa parental support, additional pension insurance, and a digital Career Portal for recruitment. The core business is retail grocery operations.

Differentiator

Problem solved

Functional benefit

Products and services

• Discount grocery retail (food and consumer goods) Everyday food and consumer goods sold at discount prices through the HOFER Slovenija chain of more than 90 stores across Slovenia, supplied daily from the central logistics hub at Lukovica. Targeted at Slovenian end consumers seeking value for money on grocery purchases.
• HOFER Career Portal (kariera.hofer.si) Online recruitment service where job seekers can search and apply for positions, create candidate profiles, subscribe to Jobalarm notifications by area of work and experience level, and access application guidance. Targeted at prospective employees across entry-level, professional, and managerial roles in Slovenia.

Quantifiable outcome

• 84% general employee satisfaction index (2025 anonymous survey)
• +4 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Six partnerships are on record, tiered minor and core.

• AdeccominorStrategic or Co-development Partner · 1 January 2023HOFER partnered with Adecco to host the Experience Work Day event in March 2023, opening its doors to students to experience a day in the life of the company across administration, logistics, and retail.
• Strokovni psihološki center (Expert Psychological Centre)coreTechnology or Integration · 1 January 2022HOFER partners with the Strokovni psihološki center to provide free, anonymous psychological counselling to all employees. The centre provides 5 free hours of counselling per year as part of the SKUPAJ.ZDRAVI. workplace health promotion programme. The process involves a 24/7 helpline, matching with a suitable counsellor, and appointment scheduling within 3 days.
• Planinska zveza Slovenije (Mountaineering Association of Slovenia)coreStrategic or Co-development Partner · 1 January 2021HOFER collaborated with the Mountaineering Association of Slovenia to create the TransFERzala hiking brochure, distributing it to all employees for the second season. The project encourages employees to hike 30 selected Slovenian peaks, collect stamps, and compete for prizes, promoting health and outdoor activity as part of the SKUPAJ.ZDRAVI. wellness programme. In the inaugural season, employees collectively conquered 773 peaks.
• Ekonomska fakulteta Univerze v Ljubljani (University of Ljubljana Faculty of Economics)coreStrategic or Co-development Partner · 1 January 2021Career partnership with the Centre of Business Excellence at the Faculty of Economics, University of Ljubljana. The partnership aims to connect students with companies, enable direct contact with the labour market, blend academic concepts with practical case studies, and provide networking and insight into internal company processes. A HOFER-branded classroom and HOFER corner were established at the faculty from spring 2021.
• Dom upokojencev Domžale (Domžale Retirement Home)minorOthers · 1 January 2021HOFER partnered with Domžale Retirement Home for corporate volunteering and holiday gift-giving initiatives. Employees purchased gifts (up to 10 EUR each), and 14 employees collectively packed around 400 gifts for elderly residents. In total, 42 hours of voluntary work were contributed.
• Slovenska filantropija (Slovenian Philanthropy)minorOthers · 1 January 2021HOFER partnered with Slovenska filantropija, a social welfare organisation, for corporate volunteering and holiday gift-giving to socially vulnerable elderly. Employees donated and packed gifts distributed by the organisation to elderly recipients.

Scale indicators10 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Lidl Slovenija: Lidl Slovenija is the closest direct competitor to HOFER in Slovenia, operating a similar discount supermarket format with a comparable B2C grocery assortment, private-label focus, and price-led positioning. The two chains compete directly for the same value-seeking Slovenian shopper basket.
• Tuš Slovenija: Tuš operates a vertically integrated Slovenian retail group including Tuš market grocery stores, Tuš drogerija, and related formats. It is a domestic multi-format retailer competing with HOFER across grocery and adjacent categories in the same geography.
• Mercator (Fortenova Grupa): Mercator is the largest domestic Slovenian grocery retailer, operating supermarkets, hypermarkets, and convenience formats. As the incumbent national champion under Fortenova, Mercator competes head-to-head with HOFER for the same Slovenian household grocery spend.
• Spar Slovenija (ASPIAG/INTERSPAR): Spar Slovenija operates supermarkets, hypermarkets, and INTERSPAR stores across Slovenia under the ASPIAG group. It targets the same Slovenian grocery shopper with overlapping assortment, including private-label and fresh products, making it a key same-market retail competitor.

Broad incumbents

• Netto Marken-Discount: Netto is a German hard-discount grocery chain owned by the Edeka Group. While it is geographically distant, its discount supermarket model, private-label focus, and value positioning make it a useful comparable for HOFER's core discount mechanics.
• Kaufland: Kaufland, part of the Schwarz Group, operates a discount-influenced hypermarket format across Central and Eastern Europe. It competes for similar value-oriented grocery shoppers in overlapping geographies and demonstrates scalable discount-adjacent retail formats.
• ALDI SÜD: ALDI SÜD is the German multinational parent of HOFER Slovenija, operating 6,000+ stores across 11 countries. It is comparable as the ultimate parent that defines HOFER's discount strategy, private-label strategy, and shared services backbone.
• PENNY (REWE Group): PENNY is the discount arm of REWE Group and operates a soft-discount supermarket model comparable to HOFER. Although it is primarily active in Germany and selected Central/Eastern European markets, its format, scale, and assortment are highly analogous.

Regional players

• Eurospin Italia: Eurospin is one of Europe's largest discount grocery chains, operating a hard-discount supermarket format comparable to HOFER. Though it primarily operates in Italy rather than Slovenia, it is highly comparable on format, assortment discipline, and price positioning.
• HOFER (Austria): HOFER Austria is the sister subsidiary under ALDI SÜD and runs the same discount supermarket brand across Austria. It operates in a different (and larger) geography but uses near-identical assortment, pricing architecture, and operating model, making it the most directly comparable sister operation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCBwQDWtKjZD072A4YZewsrw
• Facebookfacebook.com/HOFERSLO
• LinkedInlinkedin.com/company/hofer-trgovina-d-o-o-
• Instagraminstagram.com/hoferslo

Compliance3 records

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 HOFER Slovenija