Tref Sport

What Tref Sport does

Tref Sport, operating under parent company Univers Co d.o.o., is a Serbian multi-brand sports retail chain founded in 1992 by Dragoslav Jocić in Belgrade. The company operates 16 physical retail stores across major Serbian cities including Belgrade (6 locations), Novi Sad, Niš, Zrenjanin, Bor, Čačak, Raška, and Sokobanja, complemented by an e-commerce platform at trefsport.com. It distributes sports apparel, footwear, and equipment across men's, women's, and children's categories from 50+ international brands including Nike, Adidas, Reebok, Puma, Skechers, New Balance, Asics, Descente, Jack & Jones, Ecko Unltd, Mikasa, and others, with categories spanning Football, Fitness, Basketball, Volleyball, Padel, Handball, Skiing, Tennis, Running, and Water polo.

The company runs three revenue streams: in-store retail sales, e-commerce sales (powered by the third-party Pascual platform with delivery via BEX Courier within 2–5 business days), and wholesale distribution under Serbian industry code 51420. Customers include individual consumers organized into men, women, and children segments, with a VIP Club loyalty program offering a permanent 10% discount for purchases over 5,000 RSD plus additional SMS promotions. The company also supports administrative salary-deduction purchases for corporate partners. Pricing is denominated in Serbian Dinars (RSD) including VAT, with a flat 350 RSD shipping fee for online orders within Serbia, a 14-day return policy, and online payment via Banca Intesa-secured card processing or cash on delivery.

The business remains privately held by founder Dragoslav Jocić with no disclosed external investors, no funding rounds, and no M&A activity. Univers Co employs approximately 200 people. Revenue is not publicly disclosed. The technology stack is entirely third-party (Pascual commerce, Banca Intesa payments, BEX logistics); there is no proprietary technology, no AI/ML capabilities, no patents, and no app, indicating a conventional brick-and-mortar-plus-website retail operating model with no defensible technology layer.

Name

Tref Sport

Legal name

Univers Co d.o.o.

Website

https://trefsport.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1–10 employees

Short description

Tref Sport is a Serbian multi-brand sports retail chain operating 16 stores across Serbia and an e-commerce site, selling apparel, footwear, and equipment from 50+ international brands to men, women, and children under founder Dragoslav Jocić.

Ownership category

akta.pro rank

Product category

Sporting Goods Retail

NAICS

Sporting Goods Retailers (459110), Sporting and Recreational Goods and Supplies Merchant Wholesalers (42391)

SIC

Retail-Shoe Stores (5661)

akta.pro industry

PRIMARYCRAMABAC

Athletic Footwear & Sport Apparel Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Sporting Goods Generalist Retail

SECONDARYCRAMACAC

Soccer/Football Footwear & Apparel Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Athletic Footwear & Sport Apparel Retail

Keywords

• Sports retail
• Athletic footwear
• Sportswear apparel
• Multi-brand retailer
• Sporting goods

Headquarters

HQ city

Beograd

HQ country

Serbia

HQ region

Europe

Offices14 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales: In-store retail sales through 16 multi-brand TREFsport stores across Serbia, offering sportswear, footwear, and equipment for men, women, and children.
2. E-commerce: Online sales through trefsport.com with delivery via courier service BEX across Serbia, with online payment options and cash on delivery.
3. Wholesale: Wholesale distribution of sports equipment and clothing. Company operates under industry code 51420 for wholesale trade of clothing and footwear.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Tref Sport is a Serbian multi-brand sports retail chain operating 16 physical stores across Serbia and an e-commerce platform at trefsport.com. The company sells sports apparel, footwear, and equipment from 50+ international brands including Nike, Adidas, Puma, Reebok, New Balance, Asics, Skechers, Jack & Jones, Ecko Unltd, Descente, and Mikasa, serving men, women, and children. It also runs a VIP Club loyalty program offering a permanent 10% discount and operates a wholesale distribution arm under industry code 51420.

Product overview

TREFsport is a Serbian multi-brand sports retail chain and e-commerce platform operating 16 physical stores and an online store. The company offers a comprehensive portfolio of sports apparel, footwear, and equipment across men's, women's, and children's categories. Product portfolio includes footwear (running shoes, basketball shoes, volleyball shoes, tennis shoes, football boots, boots, shoes, sandals, flip-flops), clothing (activewear, shorts, tracksuits, jerseys, hoodies, jackets, swimwear, t-shirts, ski wear), and sports equipment (fitness gear, balls, rackets, backpacks, weights). The brand represents numerous international brands including Adidas, Nike, Puma, Reebok, New Balance, Skechers, Jack & Jones, Blundstone, Ecko Unltd, Ecko Red, Emilie Strandberg, Only, Asics, Descente, and Mikasa. The company operates a VIP Club loyalty program and offers both online and in-store shopping.

Differentiator

Problem solved

Functional benefit

Products and services

• TREFsport Online Store E-commerce platform at trefsport.com offering sports apparel, footwear, and equipment across men's, women's, and children's categories, with nationwide courier delivery via BEX and online card payment processing through Banca Intesa.

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• BEX Courier ServicecoreOthersBEX handles all courier delivery services for online orders across Serbia. Orders are delivered within 2-5 business days. BEX courier contacts customers before delivery and leaves notice if customer is not available.
• Banca IntesacoreOthersPayment processing partner for online credit card transactions. Secure payment page redirects customers to Banca Intesa's protected page with SSL encryption and PKI system for secure card data transmission.
• PascualcoreTechnology or IntegrationE-commerce platform provider powering the trefsport.com online store. Visible in website footer as 'Powered by Pascual'.

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Foot Locker: Foot Locker is a global athletic footwear and apparel specialty retailer. It is comparable to Tref Sport in its focus on branded athletic footwear (Nike, Adidas, Puma) for sport and lifestyle consumers, though Foot Locker is significantly larger and more digitally mature.
• JD Sports: JD Sports is a leading global multi-brand athletic fashion and footwear retailer. It competes with Tref Sport on premium sneaker and sportswear assortments (Nike, Adidas) for the same youth/active lifestyle consumer segment.
• Intersport: Intersport is a global sports retail chain with a presence across Europe. It operates the same multi-brand athletic footwear/apparel/equipment model as Tref Sport but at vastly greater scale and broader geographic scope.
• Decathlon: Decathlon is the world's largest sporting goods retailer combining owned private-label brands with multi-category sporting equipment. It competes with Tref Sport on breadth of sports assortment and price/value, though it leans more toward equipment than branded apparel.

Direct peers

• Buzz Sneakers Station: Buzz is a Serbian sneaker and sportswear retail chain with stores in Belgrade and other cities. It overlaps heavily with Tref Sport on athletic footwear and lifestyle sports apparel for the same Serbian consumer base.
• Sport Vision: Sport Vision is a leading multi-brand sports footwear and apparel retailer in the Western Balkans (headquartered in Serbia/Montenegro). It directly competes with Tref Sport across the same product categories, customer segments, and Serbian geography.
• Planeta Sport: Planeta Sport is a Serbian multi-brand sports retailer operating physical stores and e-commerce. It competes head-to-head with Tref Sport on Nike, Adidas, and Puma assortments across Serbian cities and online.

Regional players

• Stadium: Stadium is a Nordic multi-brand sports retailer (Sweden/Norway/Finland) operating a similar mix of branded footwear, apparel, and equipment. It is comparable on business model and assortment, though it operates in a different European region.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/tref-sport

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 Tref Sport