Overview
Mimovrste is the leading e-commerce platform in Slovenia, selling electronics, home appliances, home and garden, toys, sports, beauty and many other products online, with a few physical stores. Together with its Croatian sister Mall.hr, it was sold by the Polish marketplace Allegro to the German investor Mutares in 2026. For a brand that wants to reach Slovenian shoppers, Mimovrste is the most important local online channel.
Who is behind Mimovrste
Mimovrste is operated by Mimovrste d.o.o. It was part of Mall Group, which Allegro bought in 2022. After restructuring Mall Group's operations in the Czech Republic, Slovakia and Hungary, Allegro decided that the businesses in Slovenia and Croatia, which still ran on separate older technology, were better placed with a specialised owner. On 07.01.2026 Allegro signed an agreement to sell Mimovrste and Mall.hr, together with their dedicated IT team in the Czech Republic, to Mutares, with closing expected in early 2026. For the first nine months of 2025, the two businesses together had a gross merchandise value of PLN 387.1 million, down 6.7% from the year before.
Mimovrste in numbers
According to Mutares, Mimovrste is the leading e-commerce platform in Slovenia, with more than 600,000 active buyers and 48 million site visits in 2024. Together, Mimovrste and Mall.hr generate revenue of about EUR 100 million, employ more than 250 people and run three stores in Slovenia and one in Croatia, supported by their own logistics network.
What the shopper sees
Mimovrste offers a broad general merchandise range, from electronics and appliances to home, garden, toys, sport and beauty, with home delivery, pick-up options and its own stores. It is one of the best-known online shopping destinations in Slovenia.
How brands can work with Mimovrste
Mimovrste works with brands, distributors and sellers to supply its online range. A brand approaching Mimovrste should be ready with:
- Slovenian product content and labelling, which is required for consumer products in Slovenia.
- EU product compliance for each category, such as CE marking, WEEE and toy safety.
- Competitive pricing for a small but competitive market.
- Reliable supply or delivery into Slovenia.
- A check of current terms and contacts, since the business has a new owner.
Why Mimovrste matters for brands
Slovenia is a small market with few large local online retailers. Mimovrste is the clear leader, and together with Mall.hr in Croatia, it offers a route into two Adriatic markets under one owner.
How eBrands looks at Mimovrste
eBrands works with brands on marketplaces and retail channels across Europe and North America. If you want to see whether Slovenia and Mimovrste fit your plans, we are happy to talk it through. See also our Mall.hr and Allegro pages.
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