On 13 October 2026 Croatia's Fortenova Group announced that the sale of its Serbian retail business to ALTA Retail d.o.o., part of Serbia's ALTA Group, had been formally completed after all conditions in the sale documentation were met. ALTA Retail acquired the shares in Idea marketi d.o.o. and four related Belgrade companies: Enna Fruit Grocka (fruit and vegetable supply), Super kartica (loyalty programme), M-Profil SPV (real estate) and mStart Business Solutions (SAP and IT services). The agreement was signed on 18 September 2026. According to Fortenova, Idea Marketi operates the Idea, Mercator and Roda brands in more than 80 cities and towns in Serbia and is one of the country's top 10 employers. Fortenova said it was leaving Serbian retail because becoming the market leader there would require large investment over a long period, and it would rather concentrate on markets where it already leads, mostly in the euro area. The price was not disclosed by either party.