What Veropoulos Doo Beograd does

Veropoulos Doo Beograd, trading as Super Vero, is a Serbian private limited liability company (DOO, registration 17330012) that operates a six-store supermarket retail chain concentrated in the Belgrade metropolitan area. The company was rebuilt under the current Super Vero brand and Vero Klub loyalty program format around 2020, with stores spanning the Novi Beograd, Konjarnik, Palilula, Žarkovo, Voždovac, and Braće Jerković neighborhoods. Stores run a 08:00–22:00 daily operating cycle and are differentiated by a specialty assortment that includes over 700 authentic Greek SKUs (olive oil, dairy, pastries, jams, halva, and wines) and direct-import fresh fish and seafood sourced from the Nea Mihaniona fish market in Thessaloniki.

The technology stack couples physical retail with a digitally enabled loyalty ecosystem: an iOS and Android mobile application, the veroklub.rs online portal, the supervero.rs e-commerce storefront with home delivery, and the pricelist.supervero.rs price-list portal. CRM and database management for the Vero Klub program — including member registration, updates, and maintenance — is outsourced to BEWISE SA, which acts as a data processor under written instructions. The company is HACCP-certified and processes personal data in alignment with Serbian Law on Personal Data Protection and EU GDPR principles.

Revenue is generated primarily through one-time retail product sales (food, household chemicals, personal hygiene, baby products), supplemented by nominal digital channel volume and the loyalty program's recurring engagement mechanics. Pricing is denominated in Serbian dinars, with Vero Klub members earning 1 point per 100 RSD on weekdays and bonus points on weekends, redeemable for monetary vouchers of 200 or 500 RSD. The customer base is broadly horizontal — general Serbian consumer households shopping weekly groceries — with no disclosed enterprise or B2B customer concentration, no parent company, no institutional investment, and no public listing.

Name

Veropoulos Doo Beograd

Legal name

VEROPOULOS DOO BEOGRAD

Website

https://supervero.rs

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Veropoulos Doo Beograd operates a six-store Super Vero supermarket chain in Belgrade, Serbia, differentiated by authentic Greek products, direct-sourced Mediterranean seafood, and the Vero Klub points-based loyalty program serving general consumer households.

Ownership category

akta.pro rank

Product category

Supermarket Retail

NAICS

Grocery and Convenience Retailers (4451), All Other Specialty Food Retailers (445298)

SIC

Retail-Grocery Stores (5411), Retail-Food Stores (5400)

akta.pro primary industry

Online Specialty Grocery (Organic/Health/Ethnic/Gourmet) (CRAHAIAE)

Keywords

• Supermarket retail
• Greek food products
• Fresh fish seafood
• Loyalty program
• Grocery e-commerce

Headquarters

HQ city

Belgrade

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales: Physical retail sales of food products, household items, and consumer goods through six Super Vero supermarket locations in Belgrade. Revenue generated from product markups and volume sales.
2. Loyalty Program Operations: Vero Klub loyalty program drives customer retention and repeat purchases through points accumulation and voucher redemption. The program creates data assets for customer analytics while incentivizing higher basket sizes.
3. Online E-commerce Sales: Online ordering platform supervero.rs with home delivery capabilities. Customers can browse products, access exclusive offers, and purchase items digitally.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Veropoulos Doo Beograd operates the Super Vero supermarket chain, a six-store specialty grocery retail network in Belgrade, Serbia. The company retails food products, household goods, personal care and baby items, with a differentiated assortment of over 700 Greek and Mediterranean specialties plus Asian and vegan products, plus in-store fresh fish/seafood counters, bakeries, and a points-based Vero Klub loyalty program that converts purchases (1 point per 100 RSD) into monetary vouchers. Sales and account access are supported by the supervero.rs e-commerce site, the Super Vero mobile app (iOS/Android), and the veroklub.rs member portal.

Product overview

Veropoulos Doo Beograd (Super Vero) operates a network of physical retail supermarket locations in Belgrade, Serbia, under the Super Vero brand. The core offering centers on the Vero Klub loyalty program, which enables customers to earn points on purchases and redeem them for vouchers. Digital access is provided through a mobile application (available on iOS and Android) and the veroklub.rs online portal, which serve as supplementary channels for loyalty card management and account access. The retail proposition differentiates through specialized product categories including fresh fish and seafood counters, Greek products (over 700 items), in-store bakeries, Asian specialty products, and vegan/plant-based options.

Differentiator

Problem solved

Functional benefit

Brands

• Vero Klub: Loyalty program that rewards customers with points for purchases, convertible into vouchers worth 200 or 500 RSD. Members earn 1 point per 100 RSD spent on weekdays, with bonus points on weekends.
• Vero Prodavnice

Products and services

• Super Vero Supermarket Stores Physical supermarket stores in Belgrade offering grocery, household, personal care, baby products, fresh fish and seafood, in-store bakery items, and specialty Greek, Asian and vegan assortments. Six locations serve Belgrade consumer households.
• Vero Klub Loyalty Program Free loyalty program where members earn 1 point per 100 RSD spent (weekdays and weekends on baskets up to 3,999 RSD) and redeem accumulated points for vouchers worth 200 RSD or 500 RSD. Points valid for 365 days; voucher restrictions apply only to non-discounted products. Weekend bonus: 200 extra points per 4,000 RSD spent. Includes exclusive member offers and bonus-points promotions.
• Super Vero Mobile Application Mobile application available on iOS (App Store) and Android (Google Play) that lets Vero Klub members store their digital loyalty card, track point balances, access exclusive member offers, and manage their account on mobile devices.
• Vero Klub Online Account (veroklub.rs) Web-based loyalty portal at veroklub.rs where Vero Klub members register, log in, manage their account, track points balance, update contact details, and access membership benefits.
• Super Vero Online E-commerce (supervero.rs) Online storefront at supervero.rs enabling customers to browse product assortment, access weekly offers, place orders online, and receive home delivery. The pricelist.supervero.rs portal also hosts downloadable weekly price lists.

Quantifiable outcome

• Over 700 Greek products offered during promotions
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core and minor.

• BEWISE SAcoreTechnology or IntegrationBEWISE SA provides CRM services to Veropoulos d.o.o., handling registration, updating, and maintenance of the Vero Klub loyalty program database. They operate as a data processor on behalf of the company according to specific written instructions. This is a critical partnership for the loyalty program operations.
• OKK BeogradminorStrategic or Co-development PartnerSuper Vero supports the development of OKK Beograd youth basketball teams through donations. This represents community engagement and local sports sponsorship.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Regional players

• Mercator: Slovenia-based grocery retailer with footprint across the Balkans (Serbia, Croatia, Bosnia, Montenegro). Comparable as a regional multi-country grocery operator with similar assortment structure to Super Vero.

Broad incumbents

• Ahold Delhaize: Dutch-listed grocery multinational operating multiple banners across the Balkans including Stop&Shop and Maxi (via Delta partnership). Represents the broad-incumbent competitive threat through scale, procurement, and private-label capabilities.
• Lidl Serbia: German hard-discount grocer with operations across Serbia, competing primarily on price and private-label breadth. A scaled incumbent that pressures Super Vero's price competitiveness while expanding its own imported and specialty ranges.

Direct peers

• Maxi (Delta Holding): Largest Serbian supermarket chain operated by Delta Holding, with national coverage across grocery retail. Directly competes with Super Vero for Serbian household grocery spend, though at materially larger scale and broader assortment.
• DIS: Serbian discount supermarket chain with national footprint, competing on value-oriented grocery assortment. Directly comparable as a multi-store domestic grocery operator serving similar Serbian household segments.
• Univerexport: Serbian regional supermarket chain operating in Vojvodina and other regions. Comparable in store format, mid-sized regional positioning, and emphasis on locally-relevant assortment.
• Tempo (discount chain): Serbian discount retailer offering grocery and household goods. Comparable as a domestic multi-store chain competing for similar value-seeking Serbian consumers.
• Idea: Serbian supermarket chain competing in the same grocery retail segment with neighborhood stores and national presence. Comparable in target customer (Serbian households) and assortment breadth.
• Veropoulos (Greek parent brand): Greek-origin supermarket chain sharing the same Veropoulos brand heritage and Mediterranean/Greek specialty positioning. Operates supermarkets in Greece under the same product philosophy of authentic Greek imports and Mediterranean fresh offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCEpFGezJmL7tg6aAQeLXV5Q
• Facebookfacebook.com/Super.Vero.Srbija
• LinkedInlinkedin.com/company/veropoulos-srbija
• Instagraminstagram.com/superveroserbia

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 Veropoulos Doo Beograd