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.

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.

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.

The birth of our own brand IZ KAMR’CE

In 2021, we took an important step forward by developing our own private label, IZ KAMR’CE. The brand was created out of a desire to support Slovenian farmers and producers while offering customers high-quality, trusted and locally sourced products of Slovenian origin.

Under the IZ KAMR’CE brand, we brought together products based on close cooperation with local suppliers, short supply chains, and respect for Slovenian knowledge and tradition. At the same time, we wanted to provide customers with a complete selection, which is why we also included certain nuts and dried fruits—such as cashews, almonds, cranberries and pistachios—that cannot currently be produced in Slovenia due to natural conditions.

Even with these products, we remain true to our values: we carefully select our suppliers, monitor quality, and ensure that every product carrying the IZ KAMR’CE name stands for something good, authentic and trustworthy.

In 2022, we introduced new viGO! brand to the Slovenian market. The viGO! brand is owned by QuickPack company and offers a wide range of practical and reliable household products designed for everyday use in every home – from freezer and food storage bags, scented and BIO waste bags, baking papers and foils, to cleaning sponges, cloths, gloves and other essential household items.

With the viGO! brand, our goal is to provide customers with simple, reliable and functional solutions that make everyday tasks easier while offering an excellent balance between quality and price.