Company Establishment

The beginnings of SERENA d.o.o. date back to 1992, when it was established as a private trading company. From the very beginning, the company started with a clear vision of developing a quality product offering for the mass consumer market.

During our first year of operation, we focused on the import and sale of educational toys, which at that time represented something new and different on the Slovenian market. This innovative product range marked an important starting point for the company’s development and laid the foundations for future growth.

First strategic partnerships

In our second year of operation, we expanded into new sales programs and established an important business partnership with RAUSCHER Consumer Products GmbH from Vienna. This partnership enabled us to broaden our offering in the fields of personal care products, Raucosan sanitary materials, SENTA sanitary pads, and BELLAWA cotton products.

Through this cooperation, we established strong and trustworthy business relationships that have been maintained and successfully continued to this day.

Expansion into the household segment

The German company DELU-AKO-MINKY GmbH entrusted us with the distribution of the DELU and AKO brands. This allowed us to expand our offering into the field of specialized cleaning products, cleaning cloths, and household accessories.

This new partnership represented an important step in strengthening our presence in the everyday consumer goods market and further reinforced cooperation with existing and new business partners.

Expansion of the Product Portfolio

We acquired a new business partner, TOMIL s.r.o. from the Czech Republic, whose products we continue to successfully represent on our market today. This partnership significantly expanded our sales program in the household products segment.

At the beginning of the cooperation, we added a wider range of products to our portfolio, including Dr. Devil cleaning products, AIRmenline air fresheners, Wansou fabric softeners and detergents, and other home care and cleaning products. Today, Dr. Devil toilet rim blocks remain an important part of our product assortment.

New company location

We relocated our headquarters from Šentilj in Slovenske gorice to Maribor, into modern office and warehouse facilities within the Tezno Industrial Zone. The new location, situated close to the motorway network, enabled better logistics connectivity and more efficient organization of business processes.

Start of reading glasses import

In 2015, we were presented with an opportunity to begin importing reading glasses from China, representing an important step in expanding our sales program. Based on identified market potential, we introduced the reading glasses segment into our offering, complementing our existing range of mass consumer products.

This enabled us to expand into a new product category and further strengthen our presence in the market of practical everyday products. Since then, reading glasses have become a permanent part of our sales program and an important segment of our offering for final customers.

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.

Sustainable bags

At the beginning of 2019, we expanded our sales program with 100% biodegradable sustainable bags. By doing so, we introduced products that follow modern environmental guidelines and the growing market orientation toward sustainable solutions.

In this segment, we cooperate with Weforyou GmbH, a company that fully manages all stages of the production process — from raw material manufacturing to the final product. This integrated approach ensures consistent quality, traceability, and uniqueness of the offering on the market.

Launch of our own brand IZ KAMR’CE

In 2021, we took an important strategic step by developing our own brand, IZ KAMR’CE, representing an upgrade of our long-standing activities in the field of distribution and development of private label brands. The brand was created with a clear goal: to establish a recognizable selection of products based on quality, trust, and cooperation with local producers.

IZ KAMR’CE brings together products that reflect respect for local origin, Slovenian expertise, and traditional values, while also meeting modern consumer expectations for transparent, thoughtful, and reliable products. The brand focuses on short supply chains, carefully selected partners, and strict quality control.

Introduction of the viGO! brand to the Slovenian market

In 2022, we introduced the viGO! brand, owned by QuickPack GmbH, to the Slovenian market. The viGO! brand 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 foils and papers, to cleaning sponges, cloths, gloves, and other indispensable household accessories.

With the viGO! brand, we provide customers with functional and thoughtfully designed solutions that simplify everyday tasks while combining usability, reliability, and excellent value for money.

Optimization of business processes

In 2024, we focused on the further optimization of internal business processes and strengthening the overall efficiency of the company’s operations. Special emphasis was placed on improving work organization, coordination between departments, and streamlining operational activities.

Our goal was to create an even more stable, transparent, and efficient business environment that supports the company’s long-term growth and development.

Development of brand IZ KAMR’CE 

In 2026, we continue the development and expansion of our own brand IZ KAMR’CE, which has become one of the key pillars of our offering. The program will be enhanced with new products selected based on market needs, customer feedback, and previous sales experience.

This will strengthen the brand’s recognition and further establish its position as a reliable choice of products that combine quality, local value, and a modern approach to everyday consumer needs.