What Phoenix Pharma D.o.o does

Phoenix Pharma D.o.o is a Serbian pharmaceutical distribution and services company headquartered in Belgrade, operating as the Serbian subsidiary of PHOENIX Pharmahandel GmbH & Co — a European pharmaceutical wholesaler headquartered in Mannheim, Germany, active in 29 countries with 45,000+ employees and 224 logistics centers. The company was established in Serbia in 2009 and has grown into a multi-entity platform comprising five operating brands: PHOENIX Pharma (wholesale distribution), EL Pharma (marketing, sales representation, and regulatory services for pharmaceutical manufacturers), INO-Pharm (import and distribution of unlicensed and orphan medicines), BENU Pharmacies (the largest retail pharmacy chain in Serbia, 450+ outlets), BETTY (a partner program aggregating 500+ independent pharmacies across Serbia, Bosnia and Herzegovina, and North Macedonia), and LIVSANE (exclusive private label brand).

Core operations rest on a GDP-compliant logistics infrastructure spanning four warehouses (Belgrade-Makiš, Šimanovci, Novi Sad, Leskovac) totaling 12,000 m², with 550-pallet cold chain capacity (2-8°C) and 11,000-pallet ambient capacity (15-25°C), electronic real-time temperature monitoring, a customs bonded warehouse at Šimanovci with GMP-compliant labeling facilities, and a fleet of 100+ vehicles running 130+ daily transport routes. The company distributes approximately 600,000 boxes of medicines and medical devices per day to 3,000+ pharmacies, hospitals, and healthcare institutions across Serbia, with clinical trial logistics as an additional capability. INO-Pharm is the only entity in the Western Balkans with more than 10 years of specialized experience in unregistered medicines and orphan drug distribution.

Revenue is generated across multiple streams: pharmaceutical wholesale distribution (transaction-based pricing per manufacturer contract), retail pharmacy sales through BENU, professional services fees from EL Pharma (market access, regulatory, medical affairs, and field force representation), and specialized distribution through INO-Pharm. LIVSANE private label products — including 37 galenic medicines and 31 galenic cosmetics produced in-house at the Novi Sad galenic laboratory — are sold exclusively through PHOENIX-affiliated pharmacy channels. Specific pricing is negotiated on a per-transaction, per-partner, or per-tender basis; no public pricing is disclosed.

Name

Phoenix Pharma D.o.o

Legal name

PHOENIX Pharma d.o.o

Website

https://phoenixpharma.rs

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Phoenix Pharma D.o.o is the Serbian subsidiary of Germany's PHOENIX Pharmahandel GmbH & Co, operating wholesale pharmaceutical distribution, retail pharmacies (BENU, 450+ outlets), and specialty services across Serbia and the Western Balkans via 2,500+ employees and GDP-compliant logistics infrastructure.

Ownership category

akta.pro rank

Product category

Pharmaceutical Wholesale Distribution

NAICS

Drugs and Druggists' Sundries Merchant Wholesalers (424210), Pharmacies and Drug Retailers (456110)

SIC

Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122), Retail-Drug Stores And Proprietary Stores (5912)

akta.pro primary industry

Pharmacy Front-End & Sundries Distribution (Health & Wellness, Personal Care, Convenience) (CRAOAHAG)

akta.pro secondary industries

Hospital & Health-System Pharmaceutical Distributors (HLAIAJAD), Value Pharmacies & Deep-Discount Pharmacy Retail (CRAEAHAB), Pharmacy Benefit/Channel Services (PSAO, 340B Admin, Chargebacks/Rebates Ops) (CRAOAHAK)

Keywords

• Pharmaceutical wholesale
• Medical device distribution
• Cold chain logistics
• Orphan drug import
• Retail pharmacy operations

Headquarters

HQ city

Belgrade

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Pharmaceutical Wholesale Distribution: Core revenue stream from distributing pharmaceutical products and medical devices to pharmacies, hospitals, and healthcare institutions across Serbia. Daily delivery of approximately 600,000 packages of medicines and medical devices to over 3,000 locations. The company operates 4 warehouses and manages 130 transport routes with a fleet of over 100 vehicles.
2. Marketing and Sales Representation (EL Pharma): EL Pharma provides full-service marketing and sales force representation for pharmaceutical manufacturers entering the Serbian and regional market (Serbia, Bosnia and Herzegovina, North Macedonia, Montenegro), including account management, trade marketing, product portfolio management, and field force services.
3. Regulatory and Market Access Services: Registration of medicines, medical devices, dietary supplements, biocides; price reimbursement negotiations; communications with Ministry of Health, Ministry of Trade, and National Health Insurance Fund; pharmacovigilance and vigilance services.
4. Unlicensed and Orphan Medicines Import/Distribution (INO-Pharm): Specialized import and distribution of unregistered medicines, orphan drugs, and innovative therapies for patients with rare diseases, including tender management, regulatory support, and cold chain distribution.
5. Retail Pharmacy (BENU Pharmacies): BENU is the largest pharmacy chain in Serbia operating under the PHOENIX Group. Revenue generated from retail sales of pharmaceutical and dermocosmetic products to end consumers.
6. Customs Bonded Warehouse and Labeling Services: Specialized services in the customs bonded warehouse in Šimanovci including product labeling in GDP and GMP-compliant facilities, offering additional value-added services to pharmaceutical partners.
7. Private Label (LIVSANE): LIVSANE private label brand (medical devices, dietary supplements, food for special medical purposes, teas, and galenic products) available exclusively in BENU and BETTY pharmacies, creating product margin for the company.
8. Clinical Trial Logistics: Logistics support for clinical trials including regulatory services, import/export permits, customs clearance, local sourcing of comparator drugs, documentation management, archiving, and temperature-controlled distribution to research sites.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels6 records

Core offering

Phoenix Pharma D.o.o distributes pharmaceutical products and medical devices to pharmacies, hospitals, and healthcare institutions across Serbia through a fleet of over 100 vehicles and four GDP-compliant warehouses, delivering approximately 600,000 packages daily to more than 3,000 locations. The company also operates the BENU pharmacy chain (the largest in Serbia, with 450+ outlets), the BETTY partner pharmacy program (500+ pharmacies across Serbia, Bosnia and Herzegovina, and North Macedonia), the LIVSANE private label brand, and provides specialized services including marketing/sales representation (EL Pharma), unlicensed and orphan medicine import (INO-Pharm), clinical trial logistics, market access, regulatory affairs, and bonded warehouse services.

Product overview

Phoenix Pharma D.o.o is a pharmaceutical services company operating as part of the PHOENIX group, Europe's leading pharmaceutical wholesaler. The company offers an integrated portfolio of pharmaceutical services organized around five main brands: PHOENIX Pharma (wholesale distribution), EL Pharma (marketing and sales representation), INO-Pharm (unlicensed and orphan medicines), BENU Pharmacies (pharmacy chain), and LIVSANE (private label). Supporting services include wholesale logistics, custom bonded warehousing, clinical trial logistics, medical affairs, market access, regulatory services, and marketing/field force operations. The company serves pharmacies, hospitals, healthcare institutions, and pharmaceutical manufacturers across Serbia with distribution centers in Belgrade, Novi Sad, and Leskovac, and operates the largest pharmacy chain in Serbia with over 450 BENU pharmacies.

Differentiator

Problem solved

Functional benefit

Brands

• PHOENIX Pharma: Core pharmaceutical wholesale and distribution brand operating since 2009
• EL Pharma
• INO-Pharm
• BENU Pharmacies
• BETTY
• LIVSANE
• transmed Transport

Products and services

• Pharmaceutical Wholesale Distribution Core wholesale distribution service delivering approximately 600,000 packages of medicines and medical products daily across Serbia through 4 warehouses, 130+ transport routes, and a fleet of 100+ vehicles with GDP-compliant temperature-controlled storage. Serves pharmacies, hospitals, healthcare centers, and institutions.
• Custom Bonded Warehouse Services State-of-the-art GDP-compliant logistics center in Šimanovci industrial zone, 25 km from Belgrade, with 11,000 pallet ambient capacity (15-25°C) and 550 pallet cold chain capacity (2-8°C). Includes product labeling services in two fully equipped facilities following GDP and GMP guidelines.
• Clinical Trial Logistics Support Comprehensive logistics support for clinical trials including regulatory services, import/export permits, customs clearance, local procurement and distribution of comparator drugs, inventory management, and temperature-controlled delivery to research sites across Serbia.
• Unlicensed Medicines Supply Supply of unregistered medicines for patients where specific drugs are not available on the Serbian market. Includes active contribution to market supply stabilization, solutions for drug recalls and shortages, and support for new drug market entry through pre-registration therapy programs.
• Orphan Medicines and Specialty Drugs Services for rare disease patients providing secure and efficient supply chain for orphan drugs, specific therapies, and innovative treatments. Includes tender business, regulatory and medical services, adverse event monitoring, and quality assurance. INO-Pharm is the only company in the Western Balkans with over 10 years of experience in this niche market.
• Medical Affairs Services Comprehensive support in medical management events for professional audiences including collaboration with academic and pharmaceutical industry professionals, medical event organization, advisory boards, KOL management, non-promotional material development, and team training.
• Market Access Services Services for pricing optimization and market potential maximization including price optimization, regulatory support with Ministry of Health and National Health Insurance Fund, pricing and reimbursement policies, HTA support, MEA agreements, and KOL relationship development.
• Regulatory Services Complete regulatory compliance services including CTD dossier preparation, translation and submission to regulatory institutions, packaging design proposals, SmPC and leaflet preparation, registration monitoring, amendments and renewals, and pharmacovigilance.
• Marketing and Field Force Services Marketing and sales representation for pharmaceutical companies including marketing strategy and planning, market research, product management, KOL management (round tables, educational seminars, conferences), advertising campaigns, digital marketing, account management, project management, and sales force effectiveness optimization across Serbia, Bosnia and Herzegovina, North Macedonia, and Montenegro.
• LIVSANE Private Label Brand Exclusive private label brand available in BENU and BETTY pharmacies with a wide range of products including medical devices, dietary supplements, food for special medical purposes, teas, galenic medicines, and cosmetic products. LIVSANE Galenic Laboratory produces 37 galenic medicines and 31 galenic cosmetic products.
• BENU Retail Pharmacy Operations Largest pharmacy chain in Serbia with 450+ retail pharmacies, providing pharmaceutical products, dermocosmetics, dietary supplements, and health-related products to end consumers under the BENU brand.
• BETTY Partner Pharmacy Network Partner pharmacy program with over 500 independent pharmacies across Serbia, Bosnia and Herzegovina, and North Macedonia, offering marketing tools including visual identity, monthly BETTY magazine, product recommendations, social media content, and educational support to participating pharmacies.

Quantifiable outcome

• Over 600,000 boxes of medicine delivered daily across Serbia
• +6 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• APIVITA GreececoreStrategic or Co-development Partner · 22 June 2026EL Pharma and APIVITA have a long-standing partnership promoting natural and responsible care through APIVITA natural cosmetics based on honey. EL Pharma organizes educational events for APIVITA products, and APIVITA Greece participates in joint events in Serbia. Both companies are part of the Billion Bees project with a goal of one billion bees in 30 countries by 2028.
• UriagecoreStrategic or Co-development PartnerEL Pharma showcased Uriage innovations including Xémose C8+ (skincare for dry and atopy-prone skin with 8 biomimetic ceramides) and Bariésun (advanced sun protection range) through educational roadshow events across Serbia attended by over 300 physicians and pharmacists.
• EucerinminorGTM or Marketing PartnerEucerin participated in the 'Beauty in the Eye of Pharmacy' professional development event at Kopaonik, presenting the latest approaches to skincare and innovative products through expert presentations and interactive workshops for BENU pharmacists.
• L'OréalminorGTM or Marketing PartnerL'Oréal supported the 'Beauty in the Eye of Pharmacy' professional development event at Kopaonik, contributing to dermocosmetics education for BENU pharmacists.
• SalveominorGTM or Marketing PartnerSalveo participated in the 'Beauty in the Eye of Pharmacy' event, presenting dermocosmetic trends and providing practical guidance for pharmacy customer counseling.
• Galenika – Cantabria BiretixminorGTM or Marketing PartnerGalenika – Cantabria Biretix presented current dermocosmetics topics and provided arguments for improved advisory role in pharmacies during the 'Beauty in the Eye of Pharmacy' professional development event.
• BELhospicecoreOthersPHOENIX Group Serbia participated in the 36th Belgrade Marathon, running for BELhospice. EUR 64,000 was donated to BELhospice to help oncology patients and children diagnosed with incurable diseases.
• NURDORminorOthersNURDOR (pediatric oncology parents' association) received a donation from PHOENIX Group Serbia as part of the 15th anniversary celebrations, as part of the company's commitment to donating to those in need.
• NORBSminorOthersNORBS (Serbian Rare Diseases Association) received a donation from PHOENIX Group Serbia as part of the 15th anniversary celebrations, supporting patients with rare diseases.
• Ministry of Labour of the Republic of SerbiaminorOthersBENU pharmacies participated in the Conference for Blind and Visually Impaired Women, held with the support of the Ministry of Labour of the Republic of Serbia and socially responsible companies.
• Alergija i ja (Allergy and Me Association)minorOthersBENU participated in the first Gluten Free Festival organized in cooperation with the association 'Alergija i ja', conducting educational activities for visitors at the BENU stand.
• University of Belgrade Faculty of PharmacyminorOthersPHOENIX Group Serbia runs a Pharmacy Students' Career Orientation Program in cooperation with the Faculty of Pharmacy at the University of Belgrade, where more than 20 students presented solutions to project assignments and received mentorship from PHOENIX pharmacists.

Scale indicators9 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• STADA Arzneimittel AG: European generics and specialty pharma company with significant Balkans presence (Hemofarm). Comparable as a manufacturer leveraging local distribution and market-access services in the region.
• Celesio / McKesson Europe: One of Europe's largest pharmaceutical wholesalers and pharmacy operators (Lloyds Pharmacy). Highly comparable in scale, GDP-compliant logistics and integrated wholesale-to-pharmacy service model.
• Zentiva: Pan-European generic pharma manufacturer and distributor headquartered in Prague. Comparable in its manufacturer-to-pharmacy distribution model and in providing regulatory and market access services across CEE.
• Alliance Healthcare: European pharmaceutical wholesaler and pharmacy distribution arm (Walgreens Boots Alliance). Comparable full-stack model covering wholesale, pre-wholesale, clinical trial logistics and pharmacy services.

Regional players

• Alkaloid: North Macedonia-based pharmaceutical manufacturer and distributor with regional reach across the Western Balkans, directly overlapping with Phoenix Pharma's INO-Pharm and EL Pharma regional activities.
• Sopharma Trading: Bulgaria's leading pharmaceutical wholesaler and pharmacy chain operator, serving as the closest regional peer for PHOENIX Pharma's combined wholesale + retail model across the Western Balkans.
• Farmacia (Croatia): Largest pharmacy chain in Croatia, part of the Phoenix Group. Directly comparable as a sister retail pharmacy operation under the same parent, mirroring BENU's role in Serbia.

Direct peers

• Galenika: Major Serbian pharmaceutical manufacturer and wholesaler with a long heritage. Comparable on both wholesale distribution to pharmacies and manufacturer-side services within the Serbian market.
• Hemofarm (STADA group): Leading Serbian pharmaceutical manufacturer and distributor, part of STADA. Directly comparable to Phoenix Pharma's wholesale and BENU retail footprint in Serbia, with overlapping manufacturer-representation services.
• PHOENIX Group (PHOENIX Pharmahandel GmbH & Co): German parent company and direct wholesale peer. Operates 224 logistics centers across 29 European countries serving pharmacies, hospitals and manufacturers — Phoenix Pharma d.o.o's Serbian unit is the local embodiment of this exact model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/phoenix-pharma-d-o-o

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 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 Phoenix Pharma D.o.o