Idea (Serbian Cyrillic: Идеа) is a retail chain in Serbia, part of Mercator-S.

Through a small and super format, IDEA is intended for everyday shopping.

The first IDEA store, then owned by Croatian Agrokor, was opened in 2005 in Belgrade.

After Mercator-S and Idea merged in 2014, Idea became part of the Mercator Group, and since April 2021 it has been an integral part of the Fortenova Group retail.

[3][4] In addition to selling products made by Serbian and global brands in retail stores and through the online store, IDEA has also created its own brand K plus, which has more than 2,000 products in its range.