REPEX 2025 retail and property expo brought key insights into how leading retailers are expanding in the Balkan region.

REPEX 2025, held last April in Sarajevo, gathered over 450 retail and real estate professionals from 23 countries to network and exchange market insights. 

A central focus of the summit was the panel discussion “Retailer Expansion Trends 2025,” moderated by Nevena Kostić, CEO of Retail SEE Group.

The panel featured top industry leaders:

• Tamara Drašković, Retail Director, Fashion Company

• Kristljan Copot, Head of Expansion, Pepco

• Gojart Shaqiri, CEO, Galeria Shopping Mall / AZTECH / GIFI

• Hana Kabourková, Global Business Development Director, Shopingy

Together, they discussed how retailers are approaching expansion in today’s market—highlighting key trends, operational shifts, and the impact of online shopping on physical retail.

6 Key insights from the panel discussion: 

1. Regional expansion is gaining momentum

• Especially in emerging Balkan markets like Albania.
• Retailers are strategically targeting cities with untapped potential.
• Concepts are being tailored to meet local demand.

2. Localized strategies are essential

• Successful retailers no longer rely on a one-size-fits-all model.
• Product offerings are adjusted by country and even by region.
• Decisions are backed by in-depth consumer research and analytics.

3. Technology is reshaping retail operations

• In-house apps are boosting inventory accuracy.
• RFID (Radio-Frequency Identification) systems are being used to allow instant, wireless tracking of merchandise.
• These new tools are helping streamline logistics and enable scalable growth.

4. Data-driven expansion is the new standard

• New platforms like Shopingy are tracking tenant movement in shopping centers.
• Store openings and closures are monitored in real time.
• This is supporting smarter expansion planning and leasing strategies.

5. Phygital experiences are on the rise

• Physical stores are being enhanced with digital tools.
• Loyalty apps, touchscreens, and personalized recommendations are improving the customer journey.
• Retailers are investing in creating seamless online and offline experiences.

6. Entertainment is key to foot traffic

• Retailers and shopping centers are increasingly collaborating on joint activations.
• Popular formats include influencer events, styling sessions, and exclusive offers.
• These experiences are increasing dwell time and visitor engagement.

More Retailer Expansion Insights: Full Interview with Fashion Company

The Future of Retail in the Balkans:

The panel discussion made it clear that the future of retail in the region belongs to companies that combine:

• Local intelligence
• Digital transformation
• Immersive in-store experiences

REPEX 2026 will return next April, continuing the conversation on retail growth and innovation across the Balkans.

We will send you an invite!