CE Industries is expanding. It is acquiring the Serbian washing powder manufacturer Beohemija

In mid-September, a contract was signed for the sale of the Serbian company Beohemija to the Czech holding company CE Industries, owned by businessman Jaroslav Strnad. The holding company, which has previously operated in the railway industry, recycling and energy sectors, is now expanding into the FMCG sector — specifically household chemicals. The parties have agreed not to disclose the transaction price.

Beohemija is a strong Serbian household brand producing washing powders, fabric softeners, dishwasher tablets, window cleaners and demineralised water. In 2020, it achieved turnover of €23 million and EBITDA of under €5 million, and employs over 200 people in Belgrade. The previous owner, Preston Holding (which bought the company out of insolvency in 2017), was selling due to high debt despite the company’s profitability.

Adam Šotek, Chairman of the Board of CE Industries, stated that the group is seeking investments in South-Eastern Europe and plans to strengthen its management team with experienced Czech and international managers whilst improving regional marketing.

Despite the acquisition, CE Industries remains focused on its core sectors — railways, recycling and energy. The household chemicals sector is viewed as an opportunistic investment with potential for further acquisitions in the sector and region.