Univerexport

Univerexport is one of Serbia's leading domestically owned grocery retailers and a major participant in the country's wholesale and consumer-goods trade. The company was established by Bogdan Rodić on September 25, 1990. It began as a small family business with four employees whose initial activity was the import of consumer goods. During the 1990s, the business expanded from importing into storage, wholesale distribution, and retail, establishing the foundations of the multi-format chain it operates today. The company's development began in Novi Sad, where it opened a storage warehouse in 1991 and subsequently established its first wholesale operation and first store. Its network later expanded beyond Vojvodina. Univerexport opened its first Belgrade store in 2010, and from 2022 it accelerated expansion across the Serbian market. The company is described as having more than 200 retail locations, although the exact current number and the breakdown by format may change over time. Univerexport operates several sales formats, including supermarkets, mini-markets, markets, wholesale facilities, and online shopping. Its assortment is centered on food and everyday consumer goods, supported by household products and other items commonly sold through grocery retail. The retailer also uses private-label brands, including Baš Baš, Daj Daj, and Naše najbolje. These labels are positioned around accessible pricing and product quality comparable with leading products in their respective categories. The business has developed beyond conventional retail and distribution. In 1995, it began its own bakery production. In 2007, it became the majority owner of AD Bačka, a domestic meat-production farm, giving the company a direct connection to fresh meat and meat-processing activities. In 2014, it introduced its own organic production under the Organa brand. Its broader domestic-product offer has included Bačka fresh meat and meat delicacies, prosciutto, wines associated with the Vučurević household, and Organa organic goods. Univerexport also operates an online ordering and delivery service known as eLAKOLIJE. Launched in 2012, the service forms part of the company's effort to complement its physical network with digital grocery shopping. Together, the stores, wholesale operations, online channel, private labels, and production activities give Univerexport a vertically and operationally diversified position in Serbia's grocery sector. The company states that it supports social, cultural, sporting, humanitarian, and environmental initiatives. Its reported social-responsibility activity includes assistance to organizations serving marginalized groups and support for more than 2,000 initiatives. Univerexport established the Univerexport Foundation in 2017. The company remains active in Serbia, with its retail presence historically concentrated in Novi Sad, Belgrade, Vojvodina, and other Serbian locations.

Univerexport was founded in Serbia on September 25, 1990, by Bogdan Rodić. The enterprise started as a family business with four employees and initially focused exclusively on importing consumer goods. Its early development took place in Novi Sad, where the company opened a storage warehouse on Bajči Žilinski Street in 1991. It then moved into wholesale and retail by opening its first wholesale operation and first store. The move from importing into a broader distribution and retail model provided the basis for Univerexport's later growth. In 1995, the company added bakery production, beginning a longer-term effort to supplement retail with domestic manufacturing. This strategy was later extended into agricultural and meat activities. In 2007, Univerexport became the majority owner of AD Bačka, a domestic meat-production farm. The connection with Bačka supported the company's offering of fresh meat and meat delicacies and strengthened its domestic-sourcing profile. Geographically, the business initially developed around Novi Sad and Vojvodina. It opened its first store in Belgrade in 2010, marking a significant step outside its original regional base. In 2012, Univerexport launched eLAKOLIJE, an online ordering and delivery service. The digital service allowed the company to serve customers through a channel parallel to its physical stores and became part of the chain's multi-format operating model. Univerexport entered organic production in 2014 through the Organa brand. Alongside its own organic products, the company developed a wider portfolio of proprietary and domestically associated goods, including Bačka meat products, prosciutto, wines connected with the Vučurević household, and several private-label ranges. Its private-label names include Baš Baš, Daj Daj, and Naše najbolje. These products are selected and promoted with an emphasis on consumer demand, accessible prices, and quality positioned against leading products in their categories. The company's current business model combines wholesale and retail distribution with supermarkets, markets, mini-markets, and online shopping. Its sales network has expanded throughout Serbia, with particularly established operations in Novi Sad, Belgrade, and Vojvodina. From 2022, the company reportedly intensified expansion across the national market, and the chain is described as having more than 200 retail stores. Social responsibility has also formed part of Univerexport's public profile. The company reports supporting humanitarian organizations, marginalized groups, sporting bodies, cultural associations, and environmental initiatives. In 2017, it established the Univerexport Foundation to continue this work. The company remains an active Serbian retail chain with operations spanning grocery retail, wholesale, e-commerce, private-label development, and selected food-production activities.

• 2022

  National expansion accelerates

  [1]Univerexporten.wikipedia.org

  Univerexport intensified expansion across the Serbian market while continuing to operate its established network in Novi Sad, Belgrade, and Vojvodina.

• 2017

  Univerexport Foundation established

  [1]Univerexporten.wikipedia.org

  The company created the Univerexport Foundation to continue its social-responsibility activities.

• 2014

  Organa organic production launches

  [1]Univerexporten.wikipedia.org

  The company introduced its own organic production under the Organa brand.

• 2012

  eLAKOLIJE online service launches

  [1]Univerexporten.wikipedia.org

  Univerexport began operating eLAKOLIJE, an online service for ordering and delivering goods.

• 2010

  First Belgrade store

  [1]Univerexporten.wikipedia.org

  The chain opened its first store in Belgrade, extending its footprint beyond its original Vojvodina base.

• 2007

  Majority ownership of AD Bačka

  [1]Univerexporten.wikipedia.org

  Univerexport became the majority owner of AD Bačka, a domestic meat-production farm.

• 1995

  Bakery production begins

  [1]Univerexporten.wikipedia.org

  Univerexport launched its own bakery production, broadening its activities beyond importing and retailing goods.

• 1991

  First warehouse and wholesale development

  [1]Univerexporten.wikipedia.org

  The company opened a storage warehouse in Novi Sad and began developing its first wholesale operation and store.

• 1990

  Univerexport is founded

  [1]Univerexporten.wikipedia.org

  Bogdan Rodić founded Univerexport on September 25 as a small family business initially focused on importing consumer goods.

A large Serbian grocery retailer combining supermarkets, mini-markets, wholesale, online shopping, private labels, and domestically produced food. Its private-label proposition emphasizes practical quality and affordable prices, while its own production and agricultural activities support a domestic-origin positioning.

• Grocery retail

  Univerexport supermarkets and grocery stores

  The core Univerexport retail network sells food, beverages, household supplies, personal-care products, and other everyday consumer goods. The network includes supermarkets, markets, and mini-markets, allowing the company to serve both larger planned shops and more convenient local purchases. Stores are concentrated in Serbia, with an established presence in Novi Sad, Belgrade, Vojvodina, and other parts of the country.

• Wholesale distribution · 1991

  Univerexport wholesale

  Wholesale was one of the company's first activities after its original import business. The wholesale operation supports the distribution of consumer goods and complements the retail network. It forms part of Univerexport's broader role in Serbia's consumer-goods trade rather than being limited to direct-to-consumer supermarket sales.

• Online grocery · 2012

  eLAKOLIJE

  eLAKOLIJE is Univerexport's online ordering and delivery service. Introduced in 2012, it extends the retailer's grocery offer into digital shopping and provides an alternative to visiting a physical store. The service is part of the company's continuing development of an integrated physical and online sales model.

• Fresh meat and meat products · 2007

  Bačka

  Bačka represents Univerexport's connection to domestic meat production through its majority ownership of AD Bačka. The associated offer includes fresh meat and meat delicacies. It supports the company's domestic-product positioning and gives the retailer a production-related activity alongside its distribution and store operations.

• Organic food · 2014

  Organa

  Organa is Univerexport's organic-production brand, introduced in 2014. It forms part of the company's effort to offer domestically produced organic goods within its retail assortment. The brand complements the conventional grocery range and gives Univerexport a dedicated platform for organic products.

• Private-label grocery products

  Baš Baš, Daj Daj, and Naše najbolje

  These are among Univerexport's recognizable private-label names. The retailer develops and selects products for its own labels by assessing consumer needs and category demand. Their stated proposition is to provide quality comparable with leading products in relevant categories at accessible prices. The portfolio is reported to contain more than 600 branded products across the company's own-label and associated ranges.

• 2022

  Acceleration of nationwide retail expansionStrategy

  Background

  The company had an established presence in Novi Sad, Belgrade, and Vojvodina and sought to broaden its national reach.

  Action taken

  Univerexport intensified expansion across the Serbian market.

  Aftermath

  The chain continued operating a broad Serbian sales network reported to include more than 200 retail stores.

  Source

• 2014

  Launch of Organa organic productionProduct launch

  Background

  Univerexport had already expanded beyond importing and retail into bakery production and domestic meat-related activities.

  Action taken

  The company started its own organic production under the Organa brand.

  Aftermath

  Organa became part of the retailer's wider portfolio of proprietary and domestically produced goods.

  Source

• 2012

  Move into online grocery orderingStrategy

  Background

  Univerexport was developing a multi-format retail model alongside its physical stores, markets, and wholesale activities.

  Action taken

  The company launched eLAKOLIJE as an online service for ordering and delivering goods.

  Aftermath

  The service became part of Univerexport's continuing digital-sales offer and complemented its traditional retail network.

  Source

1. 1Univerexporten.wikipedia.org