About us

SERENA d.o.o. is a family company with more than 27 years of experience. Our main priority is customer satisfaction.
To this end, we are continually expanding our range of brands, improving the quality of our services and upgrading the skills of staff. All employees perform their duties with full responsibility. Every individual is loyal to our company. We deal responsibly with our customers, employees and business partners.
Our motto is transparency and professionalism. Throughout the years of our company’s operation, we have created trust-based relationships with our partners. We are a financially stable company with our own capital.

In addition to sales, distribution, warehousing and transportation services, the company also performs sales promotion at points of sale.

The company is also registered for the distribution of Class I Medical Devices. The service is performed on the basis of the appropriate permits issued by the competent institutions and in accordance with the applicable legislation and good practice.


  • SPAR Slovenia
  • SPAR Croatia
  • SPAR Hungary

more than
years of operation
more than
different products
more than
sales outlets

Our development

SERENA d.o.o. was established in 1992. It is a privately-owned limited liability trading company. The company is registered for various activities, with the core activity being the sale of various consumer goods.

In the first year of operation, the company was engaged in the import and sale of educational toys, which were something completely new and different on the market at the time.

In the second year of operation, Serena d.o.o. found a new business partner, RAUSCHER Consumer Products GmbH from Vienna, a manufacturer of personal care products, Raucosan medical supplies, SENTA sanitary towels and BELLAWA cotton products. We established a strong relationship with our business partner and our good cooperation has continued until today.
In 1999, DELU-AKO-MINKY GmbH, a German manufacturer of special household cleaning products and cleaning cloths, entrusted the distribution of DELU and AKO brands to our company.
In 2004, Serena started cooperation with a new supplier and has since represented it on our market, namely TOMIL s.r.o. from the Czech Republic, a manufacturer of Dr.Devil cleaning products, , AIRmenline air fresheners, Wansou fabric softeners and detergents as well as other household cleaning products.
In 2011, Serena d.o.o. transferred its registered office from Šentilj v Slovenskih goricah to Maribor. We moved to new offices and warehouse facilities in the Tezno Industrial Zone. The new premises and the location near the motorway also contributed to the quality of our services and cost reduction.
In 2015, we had the opportunity to import reading glasses from China and we added them to our sales program.
2016 - 2018
Since 2016, we have expanded our product range with products from organic production. We started with the first Slovenian certified ecological cosmetics  – SUNNA and soon after that we added organic high-quality food products, the RAW COCOA brand. Surovital from Poland produces COCOA raw chocolate from BIO raw unroasted cocoa beans, using a special procedure taking more than 60 hours, at a temperature below 45°C. As a result, chocolate preserves all antioxidants, amino acids, as well as all important macro and micro elements.
2019 – present
At the beginning of 2019, our product range was expanded by adding 100% biodegradable sustainable bags. Weforyou from Austria is a full owner of all stages from the production of raw materials to the final sewing of bags, thus ensuring a unique position on the market and high quality.


To ensure good and high-quality daily consumer goods.
We wish to offer more to our customers through certified ecological products, i.e. high-quality and health-friendly products.


Our vision is to become one of the leading partners in brand creation for our largest customers and to ensure, both on the national and international market, the supply of high-quality, affordable products to final consumers.
We aim to expand the sale of the products of our and foreign brands also to foreign markets