Metro Serbia

Metro Serbia (legally Metro Cash & Carry DOO Beograd) is the Serbian subsidiary of METRO AG, the German-headquartered international wholesale group. Present in Serbia since 2005 (legal entity incorporated in 2003), Metro Serbia operates as a leading food and FMCG wholesaler serving professional customers — hotels, restaurants, caterers (the HoReCa sector) and independent retailers.

The company runs a network of cash-and-carry warehouse stores across major Serbian cities, including Belgrade, Novi Sad, Niš, Kragujevac, Požarevac, Šabac and Palić, offering a broad assortment of national and international food and near-food products. Core sourcing categories include fresh fruit and vegetables, meat and fish, dairy, frozen and ready-made foods, bakery and confectionery, beverages, snacks, and beauty/personal-care essentials, alongside specialised segments such as baby food, ethnic and gourmet products, organic goods, juices, tea and coffee.

In November 2024 Metro Serbia opened a new logistics and distribution centre near Belgrade (Dobanovci), strengthening its Food Service Distribution (FSD) delivery arm serving HoReCa and food-service clients directly, in line with METRO Group's strategy to grow delivery sales. The company has also launched a franchise banner, Jutro, supporting independent small- and medium-sized grocery retailers with a curated assortment and retail-ready formats.

As a buying and distribution operation, Metro Serbia sources extensively from both large international manufacturers and local Serbian producers — it works with numerous local suppliers to stock private-label ranges alongside branded FMCG products. Its dual focus on cash-and-carry retail (accessible to registered professional members) and wholesale/food-service distribution positions it as a key route-to-market for food, beverage and household/personal-care manufacturers seeking access to Serbia's HoReCa, independent retail and small-format grocery channels.

Headquartered at Autoput za Novi Sad 120, Belgrade, Metro Serbia continues to invest in logistics infrastructure and network expansion, reflecting its role as one of Serbia's principal professional wholesale and food-service distribution buyers.