Fortenova sells 300+ Serbian stores to Alta Retail; 6,750 employees transferred

Fortenova Group has completed the sale of its Serbian retail operations, including Idea Markets and four related companies, to Alta Retail. The transaction transfers over 300 stores and 6,750 employees, marking a significant consolidation in Serbia's retail sector. The deal's financial terms and strategic rationale remain undisclosed, but it signals a major shift in regional market structure.