Belgrade, Serbia (April 2018) — SEAF announces that the SEAF Serbia Impact Fund has completed an investment in EMU (www.emu.rs), one of the leading value-added distributors in the Serbian office furniture sector. EMU focuses on office chairs, armchairs, and complementary furniture products in the market, offering a wide assortment of quality products at competitive prices.
EMU is achieving rapid growth, gaining a strong brand name in the office furniture industry. EMU has differentiated itself from the competitors by having products readily available on stock, providing superior customer service to both individual and commercial clients, and having a strong retail network presence supported by three well-established retail stores in attractive residential and commercial area of Belgrade.
The Company is set for strong continued growth in the coming years, driven by the overall growth of its niche segment and the customer base supported by the existing and announced real-estate projects in Serbia, including the commercial and residential buildings, hotels, restaurants, and café bars. In order to compete successfully in this specific segment of the Serbian furniture market, EMU plans to further develop its brand name and differentiate its offer through a wider and improved product portfolio, superior customer service, product availability upon customer demand, and competitive pricing policy. Establishing the retail presence in the neighboring countries is also a very promising growth opportunity, given the lack of strong competition and the evident market potential and need for the Company’s products.
EMU is the second portfolio company of the SEAF Serbia Impact Fund. The Fund is led by Nikola Stefanovic, a SEAF Managing Director and investment professional for more than a decade
EMU was founded in 2000 by Mr. Darko Bokun, an experienced Serbian furniture executive. The Company specializes in the retail sales of office chairs, by having the most diversified portfolio of chairs in the market, recognized by the best quality-price ratio. The Company’s primary product group includes chairs for various types of clients (i.e. enterprises, individuals, hotels, café bars, restaurants) being accompanied by other complementary office furniture, including tables, sofas, armchairs, and HORECA furniture. With the three well-positioned retail stores, the Company is able to effectively serve its diversified customer base and attract rapidly expanding HORECA clients that recognize service quality and product availability as the keys to making a purchase. www.emu.rs
SEAF is a global impact private equity manager achieving meaningful and measurable developmental impact results and positive financial returns by providing entrepreneurs in emerging markets with the capital, knowledge, and networks they need to grow their businesses. Since 1989, SEAF has invested in more than 380 companies in 27 countries. For more about SEAF, see www.seaf.com.
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