Lilly

Established in 2003, Lilly Drogerie is a personal care retailer which provides beauty, health, cosmetic and pharmaceutical products in Serbia and Bulgaria. The headquarters is based in Belgrade, Serbia. It operates an online store as well.

Lilly Drogerie operates 193 stores and an online store in Serbia, serving around 65000 customers. At present, the company offers around 22000 references. Lilly Drogerie controls 20% of the market for cosmetics in Serbia.

In 2010, the firm entered the Bulgarian market where it operates 79 shops. 

Lilly Drogerie employs 2000 people and achieves an annual turnover of € 130 million. 

Lilly Drogerie provides products in the following categories: 

• Household: laundry detergents, toilet fresheners, dishwashers, etc.
• Personal care: supplements, lipsticks, eyeshadows, perfumes, etc.

Brands such as Revlon, L’Oreal Paris, Calvin Klein, Antonio Banderas, etc. can be found in the stores.

Lilly Drogerie has developed its private labels which are:

• Dent-a-Dent: a brand of oral care products
• Velnea: a range of personal care products such as hair care, cosmetics, face care, etc.
• Young: a brand of face and body care items targeted at youngsters
• Mamma & Baby: a variety of baby care items
• Watte watte: a range of skincare and face care products
• VZK: a brand that offers face care, body care and baby care products free of parabens and dermatologically tested. 
• Moe28: a range of hygiene products for women 
• Solevita: a range of supplements

Lilly abides by different ISO quality standards.

Lilly purchases branded products from different distributors and in the case of products for its own brands, it sources directly from producers. Most of the products are from Europe and China.

The business operates 1 warehouse and has its own delivery fleet. 

Lilly's online store can be accessed on www.lilly.rs