Alta Retail buying Idea Marketi and four other companies from Croatia’s Fortenova Group

Until now, there have been unofficial “rumors” that businessman Davor Macura, through the newly established company Alta Retail, is buying Idea Marketi in Serbia. Now, this news has received official confirmation from - North Macedonia. Alta Retail from Belgrade, 100% owned by Davor Macura, a businessman whose business empire has been expanding many times over the past few years, is buying five companies owned by Fortenova Group from Croatia.

As announced by the Commission for the Protection of Competition of North Macedonia, this company, which belongs to Alta Group, intends to acquire full control over the companies owned by Fortenova Group, a joint-stock management company based in Zagreb.

Alta Retail, the Macedonian antimonopoly commission states, is a newly established company, established for the purpose of implementing the transaction (so-called SPV - special purpose vehicle) “and as of the date of filing the request, it has no business activities, but exclusively serves the needs of the transaction.”

Alta Retail is registered for the activity of a holding company.

The request to the Macedonian antimonopoly commission was submitted on April 16, 2026.

– The transaction concerns the acquisition of full control over certain companies owned by Fortenova Group from Croatia, namely over the following companies:

Idea marketi DOO Beograd,
M-PROFIL SPV DOO Beograd,
Privredno drustvo za poslovne usluge MStart Business Solutions Beograd,
Super Kartica DOO Beograd,
ENNA Fruit DOO Beograd-Grocka - the Macedonian commission states.

Idea Marketi largest, with most employees - how others operate

Idea Marketi - until mid-May 2025, better known as Mercator-S - include Roda, Mercator and Idea stores. They employ 7,752 workers, according to the final accounts for 2025, published by the Serbian Business Registers Agency.

Last year, they recorded a huge increase in net losses, by as much as 968% - Idea Marketi ended 2024 with a net loss of EUR 3.2 million, only to record a net loss of EUR 34.54 million in 2025. The company’s operating income fell by 14%, from EUR 910.9 million to EUR 779.9 million.

Idea, Roda and Mercator

Idea Marketi (formerly Mercator-S) is a member of Fortenova Group and one of the largest retail chains in Serbia. According to the company’s website, the sales network covers more than 80 cities and towns in Serbia and includes “more than 300 IDEA stores, 33 Roda markets and 2 Mercator hypermarkets.”

Idea Marketi’s operating income in 2025 was EUR 779.8 million (-14%), EBITDA EUR 50.29 million (-33%), net loss EUR 34.5 million (-968%), number of employees 7,752.

M-PROFIL SPV

The company M-PROFIL SPV DOO Beograd was founded in February 2011, registered for real estate management for a fee.

The latest available data according to financial reports are for 2024 - the company has no employees and has operating income of EUR 780,396.

MSTART BUSINESS SOLUTIONS

The company MStart Business Solutions was founded in May 2016, it is registered for the management of computer equipment.

According to the final accounts for 2025, it has 28 employees and business income of EUR 1,529,433.

SUPER KARTICA

The company Super Kartica DOO was founded in April 2013.

It is registered for the activity of market research and public opinion polling. According to the final accounts for 2024, it has 17 employees and business income of EUR 1,357,502.

ENNA FRUIT

The company ENNA Fruit from Grocka was founded in July 2020.

It is registered for the activity of non-specialized wholesale trade.

Unlike the other four companies that will be taken over by Alta Retail and which are directly owned by Fortenova Group, this company ENNA Fruit from Grocka is directly owned by the company ARIVERA FRUIT from Croatia, a member of Fortenova Group.

It has 80 employees and, according to financial reports for 2024, has an operating income of EUR 51,451,934.

What Alta Group and Fortenova Group have in North Macedonia

Given that Alta Group is present in North Macedonia, it was expected that Alta Retail would also inform the local Competition Protection Commission about the planned takeover of five companies.

It can be assumed that it sent the same notification to other antitrust commissions in the surrounding countries where it operates, including Serbia, but, unlike other commissions, the Macedonian one is the most up-to-date and transparent when it comes to publishing the notification, reports N1.

– Alta Retail belongs to Alta Group, which has a primary focus on banking and related financial services. Alta Group is present in the Republic of North Macedonia through Alta Bank Bitola, which carries out banking activities, and which has a presence in Drustvo za trgovinu i usluge Pelagonija fajnans Skoplje in liquidation, which was engaged in management activities. Since 2026, Alta Group has been present in the Republic of North Macedonia through Alta Group dooel Skoplje, with the activity of other monetary intermediation, and through Akcionarsko osiguravajuce drustvo ZOIL Makedonija, Bitolj - notes the Commission for the Protection of Competition of North Macedonia.

The Joint Stock Company Fortenova Group is also present in the Republic of North Macedonia through Preduzece za proizvodnju, trgovinu i usluge Merkator dooel Skoplje - in liquidation, with the activity of non-specialized retail trade, mainly food, beverages and tobacco.

This company no longer operates.

ALTA GROUP DOO BEOGRAD

Fortenova grupa d.d.

Idea Marketi doo Beograd

M-Profil SPV d.o.o. Stara Pazova

SUPER KARTICA

ENNA FRUIT DOO

MSTART BUSINESS SOLUTIONS D.O.O

Alta Retail doo Beograd

Alta Group

Alta Retail

Fortenova Group

Commission for the Protection of Competition of North Macedonia

ARIVERA FRUIT

Roda markets

Mercator markets

Davor Macura

purchase

Mercator S