Masoutis to lease domain in Serbia – Is the second largest Greek chain preparing for international expansion?

Masoutis, the second largest retail chain in Greece, could launch international expansion in the Balkans and the wider region in the coming years. Masoutis recently completed the acquisition of the Kritikos chain, becoming the second largest chain in Greece with a turnover of around two billion euros and more than 1,200 retail stores.

In the year when it marks half a century of business, there is less and less room for organic growth in the domestic market. The portal Retail Serbia unofficially learns that the Greek company is looking towards international expansion and the markets of Serbia, Hungary, North Macedonia... Masoutis recently leased an internet domain for the Serbian market, and the owner in the domain registry is listed as Diamantis Masoutis SA headquarters with headquarters in Therma. Asked officially by the portal Retail Serbia whether the company is planning international expansion, representatives of the company from Thessaloniki have not yet responded.

If it were to enter our market, Masoutis would have two competitors with which it already competes on the domestic market, AB Vassilopoulos, a sister company of Maxi and Lidl, as well as a former competitor of Veropoulos. Masoutis’s loyalty card, Mas Card, is owned by a large number of consumers from Serbia, which further facilitates entry, given that it knows the shopping habits of the average consumer and that the brand is well-known among domestic customers.

The company owns the most modern logistics and distribution center in Southeast Europe in Kavalari in the north of the country, which is fully automated, while the company has been expanding in Greece in recent years through larger and smaller acquisitions. Under the Mr.Grand brand, Masoutis offers consumers a wide range of its products with an excellent price-quality ratio.

In addition to Masoutis, the Greek branch of Carrefour is still interested in the Balkan region, whose representatives recently stated that the priority is to return the brand to Bulgaria and stabilize it in Greece, and only then enter new markets. The largest Greek retailer, Sklavenitis, is also preparing international expansion, and the first country on the expansion map is Poland, where it has already established a subsidiary.

Masoutis

Diamantis Masoutis SA

entry of Greek Masoutis into Serbian market