Russian Fix Price officially arriving in Serbia – First stores in first quarter of 2026

The Russian retail chain Fix Price plans to open its first stores in Serbia in the first quarter of 2026, the company announced. This brings Serbia to the list of markets where this discount chain is expanding its operations. According to data from the Serbian Business Registers Agency, Fix Price registered its subsidiary Fix Price RS in September. The Serbian company is fully owned by Fix Price Group Plc, which is registered in Kazakhstan.

The company states that Fix Price has already opened an office in Serbia and formed a regional team, which has created the conditions for the start of operations in the domestic market.

Let us remind that the information that the Russian retail chain Fix Price, known for selling goods at fixed prices, is preparing to enter the Serbian market was published in March this year.

Fix Price opened its first store in 2007, and today it operates through a network of around 7,700 stores in ten markets. In addition to Russia, the company is present in Belarus, Georgia, Kazakhstan, Kyrgyzstan, Armenia, Latvia, Uzbekistan, Mongolia and the United Arab Emirates. The group was listed on the Astana International Exchange in 2023, after which it redomiciled to Kazakhstan.

According to the annual financial report, Fix Price generated revenue of 314.9 billion Russian rubles in 2024, which is about four billion dollars or EUR 3.5 billion. EBITDA amounted to 53.1 billion rubles, while net profit reached 22.2 billion rubles.

Continued arrival of Russian discounters in Serbia

The arrival of Fix Price follows the entry of other Russian discount brands into the Serbian market, such as Svetofor and MERE, which indicates the growing interest of these chains in the Western Balkans region.

FIX PRICE RS DOO BEOGRAD

Fix Price

Russian retail chain