Fix Price Group started trading in Belgrade and Novi Sad, Serbia, with five stores, Interfax reported on 17 August 2026. The company planned ten locations by year-end and would initially supply them through its existing logistics infrastructure. A Belgrade company office had been operating since 2025.
Assortment, prices and digital sales
The 17 August company announcement identifies 59 and 79 Serbian dinars as common price points among the merchandise. The assortment includes local suppliers and the group’s own brands, including seasonal decoration collections. Sales through Glovo were announced alongside preparations for promotional programmes, discounts and a Serbian customer-loyalty programme.
- Initial store locations: Belgrade and Novi Sad.
- Store expansion target: ten locations by the end of 2026.
- Supply arrangements: existing logistics infrastructure during the initial expansion.
The initial five outlets amount to half the stated ten-store programme. This comparison describes the announced rollout, rather than a share of Serbia’s retail market.
Earlier logistics investment in Kazakhstan
A separate 17 July announcement describes the start of construction of a 35,000-square-metre distribution hub in Astana. Focus Logistics, part of the Bazis group, would implement the project, with NF GROUP acting as transaction consultant. The build-to-suit model adapts the property to Fix Price’s requirements, and the project envisages approximately 200 jobs.
That logistics development concerns the company’s Kazakhstan business, which reported 399 stores at the end of the first quarter of 2026, up 14% year-on-year. The Serbian launch instead relies initially on infrastructure already in use.
Company and media contact
Fix Price Group PLC. The Serbia opening announcement identifies Ekaterina Makurina for media enquiries, pr@fix-price.com, and Elena Mironova for investor relations, ir@fix-price.com. Corporate investor website: https://ir.fix-price.com/.
