Information on the target
Mimovrste d.o.o. (“Mall.hr”) is a market-leading, technology-driven e-commerce business that has established itself as a prominent player in the online retail sector of Slovenia and Croatia. With a proven track record of success, the company operates two key platforms: Mimovrste, which is the leading e-commerce platform in Slovenia, and Mall.hr, which ranks among the top five e-commerce players in Croatia. Together, these platforms boast over 600,000 active buyers and generate approximately EUR 100 million in revenues, supported by a robust logistics network and a modern, scalable technology infrastructure.
The platforms collectively offer around 2 million active listings across more than 20 categories, including white goods and consumer electronics. This extensive product range is complemented by strong local sourcing relationships and a curated selection of trusted brands, ensuring a high-quality shopping experience for consumers. Additionally, the company employs over 250 people and operates three physical stores in Slovenia and one in Croatia, further enhancing its market presence.
Industry overview in the target’s specific country
The e-commerce industry in Slovenia and Croatia has experienced significant growth in recent years, driven by increasing internet penetration, a rise in mobile commerce, and changing consumer behaviors. As more consumers turn to online shopping for convenience and variety, the demand for reliable e-commerce platforms has surged. This trend is further supported by the ongoing digital transformation across various sectors, which has accelerated the adoption of online retail solutions.
In Slovenia, the e-commerce market is characterized by a competitive landscape, with several players vying for market share. However, Mimovrste has distinguished itself through its user-friendly interface, extensive product offerings, and strong customer service. Similarly, in Croatia, Mall.hr has established a solid reputation and brand recognition, positioning itself well to capitalize on the growing e-commerce trend in the region.
Both countries are witnessing an increase in consumer trust towards online shopping, which is crucial for the sustained growth of the e-commerce sector. The combination of a growing middle class, improved logistics infrastructure, and favorable regulatory environments further enhances the prospects for e-commerce businesses in Slovenia and Croatia. As a result, the market presents significant opportunities for expansion and innovation, particularly for established players like Mimovrste and Mall.hr.
The rationale behind the deal The acquisition of Mimovrste and Mall.hr by Mutares SE & Co. KGaA is strategically aligned with the firm’s objective to strengthen its Goods & Services segment. By integrating these leading e-commerce platforms, Mut…