What Tuš does

Tuš (legally Engrotuš d.o.o.) is Slovenia's largest privately held multi-format retailer, founded in 1989 in Slovenske Konjice and headquartered in Celje. The group operates 260 retail locations across Slovenia under distinct formats: hypermarkets and supermarkets, neighborhood markets, city-center Tuš Express convenience stores, Tuš Drogerija beauty and personal care stores, Tuš Cash & Carry wholesale centers, and Planet Tuš entertainment complexes combining supermarkets with cinemas, bowling, restaurants, and cafés. The company serves general Slovenian households as its primary customer base, with explicit sub-club targeting of seniors, students, and families with young children, and a wholesale channel serving HORECA and small business customers. Internationally, the group maintains a presence in Bosnia and Herzegovina, Serbia, and Macedonia established in 2007-2008.

The company's product surface spans an integrated physical-and-digital retail stack. Core proprietary technology includes the D*NAR loyalty currency system loaded on Tuš Club cards and redeemable across all Skupina Tuš activities, the Tuš mobile application for iOS and Android that handles loyalty card access, D*NAR balance, exclusive coupons, barcode-scanned shopping lists, and store information, and the HitriNakup.com online supermarket with 22 pickup locations at Tuš stores and home delivery. The private label portfolio includes the in-house 'Tuš izdelki' line and the premium 'Ana Roš & Tuš' co-branded range developed with chef Ana Roš. The group also operates ancillary businesses including Tuš nepremičnine (real estate), Tuš potovanja (travel services), and HitriNakup.com.

Tuš makes money primarily through transaction-based retail sales across grocery, drogerie, cash & carry, and entertainment formats, supplemented by wholesale distribution to professional buyers and a subscription-style loyalty program (Tuš Club) that drives repeat purchase and cross-selling. With 3+ million transactions per month, 2,600 employees, and 70%+ of products sourced from Slovenian producers, the company combines everyday low-price mechanics (Trajno znižano, STOP PODRAŽITVAM, Mojih 10) with a multi-tier loyalty pricing system to defend share in a saturated domestic market. The company is family-controlled, with co-founder Mirko Tuš having handed leadership to Andraž Tuš in 2019 while General Director Matjaž Zadravec has run Tuš Holding since 2010.

Name

Tuš

Legal name

Engrotuš d.o.o.

Website

https://www.tus.si

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Tuš is Slovenia's largest multi-format retailer, operating 260 stores across grocery, drogerie, cash & carry, and entertainment, plus the HitriNakup.com online supermarket, serving general Slovenian households and wholesale business customers through a centralized Tuš Club loyalty ecosystem.

Ownership category

akta.pro rank

Product category

Grocery Retail

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511), Health and Personal Care Retailers (4561)

SIC

Retail-Grocery Stores (5411), Retail-Variety Stores (5331), Retail-Convenience Stores (5412)

akta.pro primary industry

Multi-Price-Point Variety Stores (CRAGAJAI)

akta.pro secondary industries

Traditional Variety Stores (General Variety & Five-and-Dime) (CRAEAGAA), Dollar Health, Beauty & Household Essentials Stores (CRAEAAAI)

Keywords

• Grocery retail chains
• Supermarket operations
• Drugstore retail
• Cash and carry wholesale
• Online grocery shopping

Headquarters

HQ city

Celje

HQ country

Slovenia

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales - Tuš Trgovine: Core retail operations including hypermarkets, supermarkets, markets, and express format stores selling groceries and general merchandise to households
2. Tuš Drogerija: Drogerie and beauty retail chain operating 260+ locations across Slovenia
3. Tuš Cash & Carry: Wholesale distribution to business customers and professional buyers
4. Tuš zabava / Planet Tuš: Entertainment centers including cinemas, bowling, billiards, restaurants, and cafes
5. Online Grocery Sales: E-commerce revenue from HitriNakup.com online supermarket with pickup and delivery services
6. Tuš nepremičnine (Real Estate): Real estate operations related to retail property management
7. Tuš Club Loyalty Program: Loyalty program driving customer retention and cross-selling across business units, with D*NAR currency redeemable across all activities

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels8 records

Core offering

Tuš is Slovenia's largest multi-format retailer, selling groceries, household essentials, fresh produce, beauty and personal care products, and private-label food items through a network of hypermarkets, supermarkets, neighborhood markets, Tuš Express convenience stores, Tuš Drogerija drugstores, Cash & Carry wholesale centers, and Planet Tuš entertainment complexes. The company also operates the HitriNakup.com online supermarket with 22 store-based pickup points and home delivery, supported by the Tuš Club loyalty program and its proprietary D*NAR rewards currency.

Product overview

Tuš (Engrotuš d.o.o.) is Slovenia's largest retailer operating a multi-format retail network including hypermarkets, supermarkets, markets, and pharmacies. The company offers a centralized loyalty ecosystem anchored by the Tuš Club program, supported by a mobile application for iOS and Android, and complemented by private-label brands (Tuš, Ana Roš & Tuš). Online services include the HitriNakup.com grocery delivery platform. The product portfolio comprises the Tuš Club loyalty program with D*NAR currency, the Tuš mobile app with barcode scanning and shopping list features, the Mojih 10 promotional program, the HitriNakup.com online supermarket, various store formats (Tuš Express, Tuš Drogerija), and private-label food products.

Differentiator

Problem solved

Functional benefit

Brands

• Planet Tuš: Entertainment centers with multiplex cinemas, bowling, billiards, restaurants, and other leisure activities
• Tuš drogerija
• Tuš Cash&Carry
• Tuš nepremičnine
• Tuš potovanja
• HitriNakup.com
• Tuš Express
• Tuš izdelki
• Ana Roš & Tuš
• Tuš klub
• Tuš Senior klub
• Tuš družina
• D*NAR
• Mojih 10

Products and services

• Tuš Trgovine retail stores
• Tuš Drogerija
• Tuš Cash & Carry
• HitriNakup.com Online Supermarket
• Tuš Zabava / Planet Tuš entertainment centers
• Tuš Club Loyalty Program
• Tuš Mobile Application
• Ana Roš & Tuš Private Label
• Pričarajmo nasmeh Charitable Program
• Tuš potovanja

Quantifiable outcome

• 3+ million transactions per month across 260 stores
• +3 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Rdeči križ Slovenije (Red Cross Slovenia)coreStrategic or Co-development Partner · 8 July 2026Long-standing charitable partnership for the 'Pričarajmo nasmeh' (Bring a Smile) program enabling free seaside holidays for children from socially disadvantaged families at Zdravilišče RKS Debeli rtič. Over 24 years, more than 11,500 children have benefited from this program. Tuš contributes through product sales and coordinates with suppliers who also donate.
• Slovenski dobavitelji (Slovenian Suppliers)coreStrategic or Co-development PartnerPartnership with local Slovenian producers featuring more than 70% of products sourced from domestic origin. Tuš supports local producers through shelf space and the 'Spoštujmo slovensko, kupujmo domače' (Let's respect Slovenian, buy domestic) initiative. Suppliers also participate in charitable programs like Pričarajmo nasmeh.
• Ana RošcoreStrategic or Co-development PartnerPartnership with renowned Slovenian chef Ana Roš resulting in the 'Ana Roš & Tuš' private label product line. Products have received recognition including medals from the Gornja Radgona international evaluation of dairy and meat products.
• Mateja Delakorda and Kristina SmodilaminorStrategic or Co-development PartnerContent partnership for weekly 'Jamiii Recepti' (Jamiii Recipes) video content series featuring innovative culinary ideas with affordable ingredients from Tuš stores.
• Zdravilišče RKS Debeli rtič (RKS Health Resort Debeli rtič)coreStrategic or Co-development PartnerHealth resort partner for the 'Pričarajmo nasmeh' charitable program, providing seaside holiday facilities for children from socially disadvantaged families.
• Tuš Club Partnerji (Tuš Club Loyalty Partners)minorChannel Partner/ Reseller/ DistributorExternal business partners offering exclusive discounts to Tuš Club members in areas including wellness, beauty, health, recreation, travel, sports, events, education and more. Partners include entertainment venues like Hiša iluzij (House of Illusions), Tuš Potovanja (Tuš Travel), and Tuš Drogerija.

Scale indicators9 records

Recent moves10 records

Expansion highlights14 records

Direct peers

• Mercator: Slovenia's other large legacy grocery chain, operating supermarkets, hypermarkets, and online grocery (Mercator Online) across Slovenia and the wider Balkans. Closest direct competitor to Tuš in grocery format, share, and digital grocery strategy.
• Spar Slovenija: SPAR franchise operator in Slovenia running supermarkets and INTERSPAR hypermarkets with Spar Online; competes head-to-head with Tuš in multi-format grocery and household assortment.
• Lidl Slovenija: German hard-discounter with a growing Slovenian footprint; pressures Tuš on grocery price points, private-label quality, and small-format store efficiency.
• Hofer (Aldi Sud) Slovenija: Austrian discounter (Aldi Sud group) operating in Slovenia; competes with Tuš on low-price grocery and increasingly on fresh and private-label assortment.
• Eurospin Slovenija: Italian hard-discount chain active in Slovenia, competing on large-pack grocery value — directly pressures Tuš's hypermarket and Cash & Carry price positioning.
• DM Drogerija Slovenija: Germany-headquartered drugstore chain with strong Slovenian presence; direct competitor to Tuš Drogerija in health, beauty, and personal-care retail, including online.
• Müller Drogerija: European drugstore chain active in Slovenia; competes with Tuš Drogerija on beauty, household, and seasonal assortment in physical and online channels.

Broad incumbents

• JYSK Slovenija: Nordic home-goods retailer with broad Slovenia coverage; comparable as a regional multi-store retail brand competing for household-discretionary spend alongside Tuš hypermarkets.
• Decathlon: Global sporting-goods retailer with Slovenian stores; adjacent multi-format retail peer drawing family and household shoppers that Tuš also targets through Tuš Družina and entertainment formats.

Regional players

• Coop Konsum Slovenija: Slovenian cooperative grocery retailer operating neighborhood stores; comparable to Tuš Markets format for community-level grocery competition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCVIwEVJ7CKBZp5EQHwqlL5g
• Facebookfacebook.com/tusslovenija
• Instagraminstagram.com/tusslovenija
• LinkedInlinkedin.com/company/tusslovenija

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries7 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 Tuš