REGION: Mercator rebranding stores, launching new concept | Progresiv
Mercator, owned by Croatian conglomerate Agrokor, has revealed it is rebranding stores in Montenegro, in addition to launching a new concept store, IDEA London, in Serbia. Mercator has begun the process of rebranding its Roda stores in Montenegro to the Idea banner. As part of the rebranding process, the converted stores will also offer Konzum's private label range, K Plus. The conversion process should be completed in one month’s time. 
Mercator has also opened a new concept store, IDEA London in Belgrade earlier this month. The store looks ‘to evoke the ambience of shopping in London’. The range available includes ‘traditional British products’, with a focus on the ‘highest quality beer, tea and biscuits’.
To celebrate the store opening, the retailer launched a dedicated festival, ‘London in Belgrade’, attracting c. 68,000 people with a complete entertainment programme, including British-inspired double decker bus rides at key points in the city. (www.igd.com)
