Fix Price enters the Serbian market

Fix Price plans to open several stores in Serbia by the end of 2025. This will be the company's first attempt to develop the European market. Retailer currently operates in the UAE, Mongolia and a number of post-Soviet republics. Discounter format developed by Fix Price is very popular in Serbia, but almost all niches in the country's retail market have been occupied by German Lidl, Slovenian Mercator and Dutch Delhaize.