Name

Narodni trgovački lanac d.o.o.

Legal name

Narodni trgovački lanac d.o.o.

Website

https://ntl.hr

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Grocery retail chain

NAICS

Grocery and Related Product Merchant Wholesalers (4244), Fresh Fruit and Vegetable Merchant Wholesalers (424480)

SIC

Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Health, Organic & Natural Grocery Wholesale (AFAIABAI)

akta.pro secondary industries

Bulk Food Buying Clubs & Cooperative Bulk Programs (CRAHAMAM), Terminal Market / Produce Market Wholesalers (AFAIACAK)

Keywords

• Grocery retail chain
• Supermarket operations
• Private label brands
• Joint procurement services
• Food distribution logistics

Headquarters

HQ city

Soblinec (Sesvete)

HQ country

Croatia

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail sales: Revenue from direct sales to consumers through 340+ owned retail stores (Markets and Supermarkets) across Croatia. Products include food, beverages, cosmetics, cleaning products, toiletries, and household items.
2. Procurement mediation services: Provides procurement and negotiation services for member chains and partners, enabling them to access volume discounts from domestic and international suppliers. Revenue generated through service fees.
3. Private label product sales: Sells own private label brands (To Je To, Cool, NTL, etc.) through retail network and to partner stores. Manufacturing contracted to third parties.
4. Fruit and vegetable distribution: Operates fruit and vegetable procurement center in Metković, purchasing from local farmers and distributing to retail network and external customers.
5. Wholesale and import: Wholesale distribution of goods from own imports to member stores and external customers.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Narodni trgovački lanac d.o.o. (NTL) operates a Croatian grocery retail chain of 340+ Markets and Supermarkets across Croatia, selling food, beverages, cosmetics, cleaning products, toiletries, and household items directly to consumers. The company also provides joint procurement and logistics services to member retail chains (BAKMAZ, BOSO, GAVRANOVIĆ, TRGOVINA KRK) and partners (DERGEZ, ROBIN, NEWMIP, Prehrana trgovina), aggregates wholesale imports, operates an extensive portfolio of 27 private label brands spanning food, beverages, household, and personal care, and runs a fruit and vegetable procurement center in Metković that distributes fresh produce sourced from Croatian family farms to the retail network and external customers.

Product overview

Narodni trgovački lanac d.o.o. (NTL) is a Croatian retail chain offering a unified retail platform consisting of 340+ supermarket and market store locations across Croatia. The company's product portfolio is organized around an extensive private label brand portfolio covering food, beverages, household products, and personal care. Key private label brands include To Je To (dried meats, dairy, rice, spices, ready meals, pastries, sweets, coffee, honey, party supplies), Cool (soft drinks), Frudela (juices, syrups, preserves), Smiješak (ice cream, cookies, candies, puddings, beverages), Njam (cookies, candies), Kastelan (wine), Entel (beer), NTL (coffee, household items), Mare (seafood), Dalmar (Dalmatian meats and dairy), Dolce (cookies), Full (detergents), Panea (pasta), Entelvita (beverages), Relax (teas), Fineta (soups, baking supplies), Hura Natura (health food), Hrusk (snacks), Yolo (spirits), Bellesa (personal care, baby products), Woosh (cleaning products), Femme (feminine hygiene, hosiery), Ceba (paper products), Loki & Maximalno (pet food), Domeo (household items), and Zorela (dried fruit, fresh vegetables, canned goods, vinegar/oil). The company also offers digital price lists in CSV format for automated data processing.

Differentiator

Problem solved

Functional benefit

Brands

• To Je To: Private label brand for dried meats, rice, semi-durable sausages, party program, honey, coffee, sweet spreads, fresh pasta, pates, candies, spices, milled products, dairy products
• Cool
• Frudela
• Smiješak
• Njam
• Kastelan
• Entel
• Entelvita
• NTL
• Mare
• Dalmar
• Dolce
• Full
• Panea
• Relax
• Fineta
• Hura Natura
• Hrusk
• Yolo
• Bellesa
• Woosh
• Femme
• Ceba
• Loki & Maximalno
• Domeo
• Zorela

Products and services

• NTL Retail Store Network Retail supermarket and market chain with 340+ store locations across Croatia, operated directly by NTL d.o.o. Stores carry groceries, beverages, cosmetics, cleaning products, toiletries, and household items, complemented by an extensive in-house private label brand portfolio. Locations span Continental Croatia (Zagreb region with stores in Soblinec, Sesvete, Duga Resa, Krapina), Northern Croatia (Varaždin, Vidovec), Eastern Croatia (Osječko-baranjska, Slavonsko-brod, Požeško-slavonska, Virovitičko-podravska), and Coastal regions.
• To Je To (Private Label Brand) Flagship NTL private label brand covering a broad food range: dried meats (kulen, winter sausage, Srijem sausage, čajna), semi-durable sausages, dairy products (yogurt, sour cream, cheese), rice varieties, spices and seasoning blends, ready meals, pâtés, fresh pastry (njoki, tortellini, pizza dough, puff pastry, tortillas), sweet cocoa spreads, ground Minas coffee, floral honey, milling products, party disposables, and menthol candies.
• Cool (Private Label Brand) NTL private label brand for carbonated and non-alcoholic beverages. Carbonated range includes lemon, orange, cola, tangerine, bitter lemon, and tonic water in various bottle sizes. Non-alcoholic range includes apple, orange, multivitamin, and iced tea in multiple flavors.
• Frudela (Private Label Brand) NTL private label brand for nectars, syrups, spreads, jam, and compote. Includes apple, orange, multivitamin, apricot-apple blends, 100% juices in PET and glass bottles, plus preserves, jams, fruit spreads, and compotes in various fruit varieties.
• Smiješak (Private Label Brand) NTL private label brand for ice cream (premium bars, cones, family packs in multiple flavors), cookies and wafers (napolitanke, croissants, flips, biscuits, honey cakes, sandwich cookies), candies (fruit caramels, fruit mix, marshmallows), instant cocoa beverages, and puddings (chocolate, strawberry, vanilla, whipped cream varieties).
• Njam (Private Label Brand) NTL private label brand for cookies (home-style cookies, sandwich cookies with chocolate filling, strudles, rolls, napolitanke, petit biscuits) and candies (fruit mix). Sits alongside Smiješak as a sister confectionery line.
• Kastelan (Private Label Brand) NTL private label brand for wine, including Muškat ottonel, Graševina, Cabernet Sauvignon, Merlot, Plavac, Vranac, and table wines offered in glass and PET bottles.
• Entel (Private Label Brand) NTL private label brand for beer, including regular beer and radler (2% alcohol) in various package sizes.
• Entelvita (Private Label Brand) NTL private label brand for instant beverages, including lemon and orange flavored instant drinks in various package sizes.
• NTL (General Private Label Brand) General NTL private label brand spanning instant coffee (classic, gold, crema plus cappuccino), rice, flour (T-400 and T-550), energy drinks, cheese, eggs, and household storage bags in 1L to 5L sizes.
• Mare (Private Label Brand) NTL private label brand for seafood: seafood with surimi, peeled shrimp, fish sticks, hake fillet, red scorpionfish, squid, tuna salads, tuna in oil, and sardines.
• Dalmar (Private Label Brand) NTL private label brand for Dalmatian meat and dairy products: kulen, srijemska, zimska, čajna, pršut, Dalmatian pečenica, buđola, dried ham, smoked bacon, pancetta, and hard cheese.
• Dolce (Private Label Brand) NTL private label brand for Italian-style cookies: frollino cookies with chocolate chunks, cocoa and hazelnut varieties, and egg-enriched biscuits.
• Full (Private Label Brand) NTL private label brand for laundry detergents and fabric softeners, including aqua and alpine varieties plus softeners in celeste, lotus, and satin scents.
• Panea (Private Label Brand) NTL private label brand for pasta: spaghetti, narrow noodles, spirals, macaroni, screws, and breadcrumbs.
• Relax (Private Label Brand) NTL private label brand for teas: chamomile, green tea, mint, ginger-lemon, cranberry, forest fruit, and rosehip with hibiscus blends.
• Fineta (Private Label Brand) NTL private label brand for soups (cream of mushroom, chicken cream, vegetable with pasta, beef with pasta, chicken soups, and broth cubes) and baking ingredients (brown sugar, ground poppy seeds, ground walnuts, vanilla sugar, baking powder, citric acid, powdered sugar, baking soda).
• Hura Natura (Private Label Brand) NTL private label brand for healthy food: crunchy muesli with fruit, chocolate, peanuts and nuts, rice crackers, oatmeal, protein oatmeal, nuts, dried fruits, and integral biscuits.
• Hrusk (Private Label Brand) NTL private label brand for snacks: microwave popcorn, salted peanuts, peanuts in shell, corn poppers, chips in various flavors, tortilla chips, flips, salty sticks, and pretzels.
• Yolo (Private Label Brand) NTL private label brand for spirits: gin, herbal liqueur (Hunters Finest), rum, Brandon, vodka, herbal brandy (Travarica), and pelinkovac in various sizes.
• Bellesa (Private Label Brand) NTL private label brand for personal hygiene and baby care: bar soaps, liquid soaps, shampoos, bath products, shower gels, nail polish remover, lip balms, universal cream, hand cream, cotton pads, cotton swabs, plus Smiley diapers in midi, maxi, and junior sizes and baby wet wipes.
• Woosh (Private Label Brand) NTL private label brand for cleaning products: sponges, rubber gloves, steel wool, floor cloths, windshield washer fluid, laundry detergent, dishwasher products, drain cleaner, hydrochloric acid, bleach, distilled water, wet wipes, WC gels, and all-purpose cleaners.
• Femme (Private Label Brand) NTL private label brand for feminine hygiene and women's hosiery: night and normal sanitary pads with various absorbency levels plus women's hosiery in 15 DEN, 20 DEN, and 40 DEN pantyhose styles.
• Ceba (Private Label Brand) NTL private label brand for paper products: wet toilet paper, paper towels, jumbo rolls, toilet paper in various ply counts, and paper napkins.
• Loki & Maximalno (Private Label Brand) NTL private label brand for pet food: dry and wet food for cats and dogs with poultry, beef, and fish flavors under the Loki and Maximalno sub-brands.
• Domeo (Private Label Brand) NTL private label brand for household products: scented trash bags in various sizes, charcoal briquettes, firelighters, baking paper, plastic wrap, aluminum foil, handles, dustpans, toilet brushes, and mop replacements.
• Zorela (Private Label Brand) NTL private label brand spanning dried fruit (coconut flour, cranberries, almonds, dried figs, dried apricots), fresh vegetables (parsley, carrots, mushrooms, potatoes), canned goods (mushrooms, beans, peas, corn, olives, tomatoes, cucumbers, peppers, sauerkraut), and vinegar/oil products (mustard, olive pomace oil, sunflower oil, kvassina, wine vinegar, apple cider vinegar, ketchup).
• Joint Procurement Mediation Services B2B procurement and logistics service for member retail chains (BAKMAZ, BOSO, GAVRANOVIĆ, TRGOVINA KRK) and partner retailers (DERGEZ, ROBIN, NEWMIP, Prehrana trgovina). NTL aggregates purchasing volume from domestic and international suppliers on behalf of these chains, enabling volume discounts and shared access to its own imports and warehouse-distribution network. Revenue is generated through service fees.
• Fruit and Vegetable Procurement and Distribution (Metković Center) Centralized produce sourcing operation based at the Metković procurement center, purchasing daily from Croatian family farms (OPG) in the Neretva Valley and distributing fresh fruits and vegetables to NTL Markets and Supermarkets as well as to external wholesale customers.
• Wholesale Import and Distribution Service Wholesale distribution of NTL's own imports and aggregated purchases to member stores (BAKMAZ, BOSO, GAVRANOVIĆ, TRGOVINA KRK) and external wholesale customers, leveraging the 10 warehouse-distribution centers and own transport fleet.
• Digital Price Lists (.csv) Daily updated retail price lists published in .csv format by 8:00 AM for the current day, available for 30 days from publication. Files support automated processing/manual or automated ingestion by partners and external systems (not delivered as API).

Quantifiable outcome

• 340+ retail locations
• +2 more outcomes

Named customers6 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

Feature1 record

Partnerships

Ten partnerships are on record, tiered minor and core.

• NEWMIP d.o.o.minorChannel Partner/ Reseller/ Distributor · 1 January 2025Representation agreement signed in 2025 for procurement mediation services.
• Prehrana trgovina d.d.minorChannel Partner/ Reseller/ Distributor · 1 January 2025Representation agreement signed in 2025 for procurement mediation services.
• DERGEZ d.o.o., Podravske SesveteminorChannel Partner/ Reseller/ DistributorPartner receiving NTL's procurement mediation services for joint purchasing from suppliers.
• ROBIN d.o.o., KriževciminorChannel Partner/ Reseller/ DistributorPartner receiving NTL's procurement mediation services for joint purchasing from suppliers.
• BAKMAZ d.o.o., ZadarcoreChannel Partner/ Reseller/ DistributorFounding member chain of NTL. Operates retail stores in Zadar region and participates in joint procurement services.
• BOSO d.o.o., VinkovcicoreChannel Partner/ Reseller/ DistributorFounding member chain of NTL. Operates retail stores in Vinkovci region and participates in joint procurement services.
• GAVRANOVIĆ d.o.o., ZagrebcoreChannel Partner/ Reseller/ DistributorCurrent member chain of NTL. Operates retail stores in Zagreb region and participates in joint procurement services.
• TRGOVINA KRK d.d., MalinskacoreChannel Partner/ Reseller/ DistributorFounding and current member chain of NTL. Operates retail stores on Krk island and participates in joint procurement services.
• Local farmers (OPG)coreStrategic or Co-development PartnerFamily agricultural farms supply fresh fruits and vegetables daily to NTL stores. NTL supports domestic production through its 'Dobro, bolje, domaće' (Good, better, local) initiative.
• Erste & Steiermärkische Bank d.d., RijekaminorOthersBanking partner for company accounts. IBAN: HR5624020061100092607, SWIFT: ESBCHR22.

Scale indicators5 records

Recent moves12 records

Expansion highlights5 records

Broad incumbents

• Eurospin Hrvatska: Italian discount grocery chain with expanding Croatian footprint. Directly comparable to NTL in value-price positioning and private label emphasis.
• Interspar: Austrian-SPAR-operated hypermarket format in Croatia offering full grocery assortment. Comparable in supermarket retail and house brand strategy.
• Kaufland Hrvatska: German hypermarket discounter operating in Croatia with broad grocery and non-food assortment. Competes directly with NTL supermarkets on price and store-of-the-week positioning.
• Lidl Hrvatska: International hard-discount grocer with extensive Croatian footprint. Competes with NTL on price and private label breadth, though operates under a fundamentally different discount model.
• Billa: Austrian-REWE-owned grocery chain with Croatian presence focused on urban and suburban supermarkets. Comparable in grocery retail format and private label strategy.

Direct peers

• Studenac: Croatian supermarket chain with strong rural and small-town presence, also organized historically as a cooperative-style group. Comparable in store network density, joint procurement origins, and Croatian regional focus.
• Konzum: Leading Croatian grocery retailer with national footprint across formats including supermarkets, hypermarkets, and convenience stores. Directly comparable to NTL in core grocery retail and private label strategy.
• Tommy: Major Croatian supermarket chain operating across coastal and inland regions with extensive private label portfolio. Comparable in multi-regional grocery retail and value pricing positioning.
• Plodine: Croatian supermarket chain with strong Istria and Kvarner regional presence, comparable to NTL's coastal coverage and value-oriented grocery positioning.

Regional players

• Metro Cash & Carry Croatia: HoReCa-focused wholesale grocer operating in Croatia. Comparable to NTL's procurement mediation and wholesale distribution function, though targets different end customers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/narodni-trgovacki-lanac-d-o-o-hrvatska

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries4 records

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 Narodni trgovački lanac d.o.o.