SPAR Slovenia has opened a new supermarket in the Alpine village of Gozd Martuljek, continuing a quiet but deliberate expansion strategy that puts local ownership at the centre of rural retail. The store marks the thirteenth new SPAR location launched in 2025 and the 42nd run by independent retailers nationwide — up from just 26 in 2022.
While some European chains scale back in remote areas, SPAR Slovenia is doing the opposite. Its latest opening doubles down on a format designed for longevity: community-licensed stores built for local needs, not just national coverage.
Not Just Another Storefront
With just over 600 residents and nestled near Triglav National Park, Gozd Martuljek isn’t an obvious growth market. But that’s the point. For years, local residents had to travel out of the valley for modern grocery options. Now, they don’t.
This isn’t a flagship site. At 260 square metres, it’s modest by design — small enough to fit the village, but fully equipped with:
Fresh seasonal produce
SPAR’s full private label range
Local meat and fish counters
Dual checkout systems (manned and self-service)
A team of six locally hired staff
“It’s not about scale. It’s about service,” said the store’s independent operator. “We get the tools of a national brand — but we still know everyone who walks through the door.”
A Fast-Growing Franchise Format
SPAR Slovenia now runs a hybrid model, with both corporate stores and licensed independent units. The Gozd Martuljek store reflects a format that’s quietly growing. In just three years, SPAR’s independent network has grown by over 60%.
The company says these stores are more than real estate plays. They are a response to a broader industry shift: decentralised formats, smaller footprints, and flexible, regionally led operations.
The Strategy: Local First, Always
Rural retail is notoriously difficult. Delivery routes cost more. Customer numbers are small. But SPAR’s licensed model spreads risk while maximising local responsiveness. Operators aren’t faceless managers — they’re community members.
The Gozd Martuljek store was built with local voices in mind. From staffing to product mix, nearly every detail was tailored to the region.
“This is more than just an expansion of square metres,” said a SPAR Slovenia spokesperson. “It’s about proximity, people, and partnership.”
Comparing the Models
SPAR isn’t alone in decentralising, but its approach is distinctive. Here’s how it stacks up:
| Retailer | Local Model | 2025 Rural Growth |
|---|---|---|
| SPAR Slovenia | Hybrid: Licensee + Owned | 13 new stores in towns and villages |
| Lidl | Fully Corporate-Owned | Limited expansion outside urban areas |
| Intermarché (France) | 100% Franchise | 1,800+ local operators |
| Coop Italy | Member Co-operative | New co-ops launched in Alpine regions |
SPAR’s model sits between franchise and co-op: it keeps brand consistency, but allows individual retailers to respond quickly to changing conditions — whether supply disruptions, seasonal demand, or regional preferences.
A Focus on Freshness and Affordability
Inside, the store delivers what shoppers expect from SPAR: a heavy focus on fresh categories, a wide selection of own-brand products, and accessible pricing across staples.
With two self-checkout terminals and human cashiers, the format blends modern convenience with hands-on service. SPAR says the layout was designed to evolve with the community — compact for now, but scalable as demand grows.
Local Impact That Goes Beyond Sales
This one store means six new jobs for Gozd Martuljek — a meaningful number in a village this size. More importantly, it restores access. It puts groceries, household items, and trusted brand products within walking distance.
For SPAR, the store also serves a symbolic role. It reinforces presence in a time when many national chains are pulling back from physical formats or shrinking rural footprints.
“Retail in villages is no longer just about supply — it’s about presence. It’s a signal that the place still matters,” said a regional retail analyst.
What Comes Next
SPAR Slovenia has confirmed more independent-run stores are already in the pipeline for 2025, particularly in regions that remain underserved. Each store will follow the same principle: small footprint, strong local tie, full SPAR experience.
The company’s long-term aim is clear: maintain national reach, but never lose local relevance. In a market where standardisation often trumps sensitivity, SPAR Slovenia is betting on community-led growth — and so far, it’s working.
