HORNBACH Expands Into Serbian Market

German retail giant, HORNBACH Baumarkt AG, is planning to establish a presence in Serbia by opening DIY stores and garden centers in the coming years. The company has set up subsidiary entities to facilitate this market entry, focusing on selecting optimal locations and engaging with regional suppliers.

CEO Erich Harsch emphasizes HORNBACH's commitment to organic growth and sees Serbia as a promising market due to its central location in Europe and rich cultural heritage. The company aims to replicate its success in neighbouring Romania, where it operates eleven profitable stores.

While the project is still in the planning phase, Jan Hornbach from the Management Board remains confident about the timeline and outcomes, marking Serbia as a pivotal chapter in HORNBACH's expansion strategy.