"Henkel" in Serbia as regional center – market with over 55m consumers

Nenad Vuković

"Henkel" in Serbia, with the headquarters in Belgrade, is the business center of the region that supplies over 55m consumers with broad range of "Henkel" products. When company "Henkel" entered Serbian market in 2002 by purchasing Kruševac-based company "Merima", it announced that that was one of the goals of privatization process. Takeover of Serbian detergent factory "Merima" represented an important step in the company’s expansion.

In accordance with the objectives that were defined when the company entered Serbian market, the headquarters of "Henkel" operates in Belgrade and that is where all activities related to sales, marketing, finance and general services are carried out. Production of powder detergents, liquid detergents and soaps is organized in three production units in Kruševac.

The first "Henkel’s" greenfield investment in Serbia is factory of building glues "Henkel Ceresit", which was built in Inđija in 2007. Together with the other factory for production of liquid mortars, which was built in 2008 in the same location, these factories operate according to the latest technical, technological and environmental standards, and they serve as supply centers for all regional markets.

Nenad Vuković, the President of "Henkel Srbija", said in the new business building that the unfavorable economic climate in the global market represented serious challenge for all companies.

- Thanks to quick adoption of counter-measures and stable financial position, we believe that we will overcome the consequences of the crisis. Business results of our units in Serbia are positive, especially when it comes to the sectors with consumer goods – he said.