Estonian Baltika Group interested in Serbian market – Designer brands from East Europe in Novi Sad

Baltika Group, an international retailer of designer brands from Estonia, has recently entered the Serbian market by opening its first franchise store in Novi Sad. They are also interested in other markets in the region.

Baltika group, whose portfolio includes brands such as Monton, Mosaic, Baltman, Bastion, Ivo Nikkolo, has recently opened its first store in Novi Sad. The company has more than 10 years of franchising experience, and has recently started spreading its network to new markets through its retail concept Monton and More. One such store was opened in Novi Sad, and the franchisee is Victoria Elegans, a member of Elixir Group, founded in 1998.

– Expanding to new markets through a franchise model is one of the most important strategic decisions of Baltika Group. Although we've decided to expand the network through a franchise, such expansion is nevertheless very challenging, so there's a lot of work to be done together with our franchise partner in order to succeed in the second biggest city in Serbia – says Lea Endrikson, Wholesale and Franchise Sector Manager of Baltika Group.

She notes that the brands Monton, Mosaic and Bastion, available at the franchise store in Novi Sad, are unfamiliar to the Serbian market and that they will therefore work on making them more recognizable, through positive consumer experience, among other things.

Endrikson added that the clothing industry in Serbia had potential for development, which was one of the reasons for Baltika to decide to open the store and present the new concept in the Serbian market.

– We are glad that the franchisee has experience in retail and that it is financially strong. We plan to expand in the Serbian market together with it, and if we achieve success, in other markets of the Balkans as well – Endrikson added.

Baltika Group was founded as far back as 1928 in Talin as a raincoat manufacturer. Today, they operate in seven markets through 128 stores. Last year, their revenues reacher EUR 47 million, of which 60% from the export, the group's official website states.

Victoria Elegans Novi Sad

Elixir group doo Novi Sad

Baltika Group

Monton

Mosaic

Baltman

Bastion

Ivo Nikkolo

Monton and More

Victoria Elegans

Elixir Group

Lea Endrikson