What truly makes a company competitive today? A superior product and a strong brand remain the starting point, but increasingly, they are no longer enough. The difference between companies that grow and those that merely follow the market is created in what happens between the factory and the customer – in the quality of data, the precision of planning, product availability, the speed of market execution, and the ability to transform the entire supply chain from an operational function into a platform for value creation. It is precisely on this shift in business paradigm that CE Industries is building the next phase of its development in Serbia.
The vision of CE Industries’ owner, Mr Jaroslav Strnad, is rooted in the long-term development of companies, investment in technology, people and infrastructure, and the creation of synergies across different industrial capabilities. The strength of a group comprising 32 companies and more than 3,100 employees across five strategic divisions lies not merely in its scale, but also in its ability to convert capital, expertise and infrastructure into sustainable growth.
Beohemija is one of the most compelling examples of this model in practice. Since joining CE Industries in 2021, the company has effectively doubled its business. During the latest investment cycle, more than EUR 2.1 million was invested in production capacity, automation and the digitalisation of the Zrenjanin plant. At the same time, the international development of the Duel, Spin, Pompa and Selection brands has accelerated.
The most important transformation, however, has not been technological alone. The company’s business culture has been built around the principle of “Sell or Support the Sales” – the idea that everyone within the organisation must clearly understand how they contribute to the customer, to sales and ultimately to the company’s growth. In this way, Beohemija has become a proof of concept demonstrating that international capital, local market knowledge and strong leadership can create a scalable business model.
Building on this experience, Kaumy SEE was established as a modern distribution platform focused on the Serbian market, with more than EUR 5 million invested in its development.
The investment thesis was not to create yet another distributor, but rather an end-to-end route-to-market platform integrating market strategy and listing, Key Account and LKA management, traditional trade, e-commerce, in-store execution, availability and inventory management, trade investment management, and data- and analytics-driven commercial decision-making.
Today, Kaumy SEE provides nationwide coverage through four regions, with 20 sales representatives, more than 3,000 points of sale and a commercial organisation of 34 professionals. Particular emphasis has been placed on human capital: through targeted headhunting, the company has brought together experienced FMCG professionals with proven track records in the market.
Digital infrastructure represents the second pillar of the model. A modern distribution centre, ERP system, Sales App and analytics capabilities are integrated with the logistics model we are developing together with our logistics partner, JUSDA Europe, part of the global Foxconn ecosystem. This provides real-time visibility, a high service level, more reliable fulfilment performance and more effective inventory management. Data is no longer simply a report on the past – it becomes an instrument for the next business decision.
Kaumy SEE is open to working with European and global manufacturers and brand owners that recognise Serbia as a growth market and expect more than conventional distribution. Our ambition is to offer partners local market intelligence, strong sales management, access to all relevant channels, logistics, data, and an organisation capable not only of distributing a brand, but of developing and building it over the long term.
The broader strength of CE Industries becomes particularly relevant when this market infrastructure is combined with the Group’s industrial and transport capabilities.
Đuro Đaković, VÍTKOVICKÉ ŽELEZNIČNÍ OPRAVNY and VÍTKOVICKÁ DOPRAVA bring decades of expertise in freight wagon manufacturing, overhaul and maintenance, rail transport and logistics, while the Port of Rijeka and ports in Poland create the potential to connect the Adriatic, Baltic and Central European markets.
Within such an architecture, Serbia is no longer merely an end market. Its economic value increases with its ability to integrate into European manufacturing, trade and investment flows.
When manufacturing, warehousing, railways, ports, distribution and data operate as one system, the outcome is not simply lower operating costs. It is a more resilient supply chain, higher capital productivity, shorter time-to-market and greater capacity to scale the business.
In the new economics of competitiveness, advantage will not belong only to those who produce more. It will belong to those who know how to turn the entire chain into value – faster, more precisely and more intelligently than others.
Source: Beohemija
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