Who owns IDEA?
IDEA is owned by Fortenova Group (Croatia).[1]
This ownership is reported in official statements but has not yet been matched to a regulatory filing.
Evidence: Fortenova Grupa — Portfolio, Fortenova grupa d.d. Last checked .
Key facts
- Current owner
- Fortenova grupa d.d. reported
- Owner HQ
- 🇭🇷 Croatia, Zagreb
- Origin
- 🇷🇸 Serbia, Belgrade
- Category
- Home, garden & DIY › Retailer own brands › Grocery own brands
- Last verified
- · 1 sources
About IDEA
IDEA is one of the leading grocery chains in Serbia and the most widespread in Montenegro. In Serbia more than 280 IDEA stores trade alongside the group's Roda and Mercator banners, together serving over 300,000 customers a day in more than 80 towns and cities. In Montenegro the IDEA name covers 180 outlets, which makes the company that runs them the largest private employer in the country.
Ownership timeline of IDEA
- Current owner Fortenova Group [1] reported
Where IDEA sits in Fortenova Group
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full Fortenova Group ownership tree →
See the full Fortenova Group brand portfolio (11) →
Other brands owned by Fortenova Group
Fortenova Group controls 11 brands on Brandtree, 5 of them in home, garden & diy.
Also in home, garden & diy
Other brands in grocery own brands, and who owns them
The 170 brands in grocery own brands on Brandtree belong to 55 owners. The largest is Cencosud, with 12; Fortenova Group has 4.
| Brand | Owner | Owner based in |
|---|---|---|
| Bretas | Cencosud | 🇨🇱 Chile |
| Lucerne | Albertsons | 🇺🇸 United States |
| City Gross | Axfood | 🇸🇪 Sweden |
| Chalo | Empire | 🇨🇦 Canada |
| Checkers | Shoprite Group | 🇿🇦 South Africa |
| Amanhecer | Jerónimo Martins | 🇵🇹 Portugal |
| K-Citymarket | Kesko | 🇫🇮 Finland |
| Farmer's Market | Loblaw | 🇨🇦 Canada |
About the owner: Fortenova Group
Fortenova Group is a privately held company headquartered in Zagreb, Croatia. Brandtree records 11 brands under its control.
Fortenova Group is the largest food and retail group in Croatia and one of the largest in south-eastern Europe, operating in Croatia, Slovenia, Bosnia and Herzegovina, Serbia and Montenegro. It says it holds more than a hundred brands, and organises them into divisions: retail, loyalty programmes, beverages, business-to-business supply, food, information technology and real estate. Its shape today is the result of a decade of disposals rather than acquisitions, and its food division has been reduced to a single company, the meat processor PIK Vrbovec.
Fortenova Group: full profile, brands and acquisition history →
🇷🇸 IDEA and other Serbian brands
Brandtree records a controlling owner for 29 brands that began in Serbia. 10 of them (34%) are now controlled by a company headquartered in another country, IDEA among them.
- Air Serbia — Air Serbia 🇷🇸
- Bananica — Atlantic Grupa 🇭🇷
- Banat 1894 — Swisslion-Takovo 🇷🇸
- Booster — Nectar Group 🇷🇸
- Carnex — MK Group 🇷🇸
- OTP Bank Serbia — OTP Bank 🇭🇺
Frequently asked questions
Who is the parent company of IDEA?
The parent company of IDEA is Fortenova Group, a privately held company headquartered in Croatia.
Is IDEA Serbian or Croatian?
IDEA originated in Serbia, but it is owned today by Fortenova Group, which is headquartered in Croatia. So IDEA is a Serbian-origin brand under Croatian ownership.
Is IDEA still owned by Fortenova Group?
Yes. As of 23 September 2026, IDEA is still owned by Fortenova Group. The ownership record was last checked against primary sources on that date.
Sources (1) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] Fortenova Grupa — Portfolio — Fortenova grupa d.d., Official document; retrieved 23 September 2026.
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