At this year’s HoReCa Equipment fair in Belgrade, we were present in a role that reflects the foundation of our regional model – standing alongside our partner and supporting their work on the local market.
Serbia’s hospitality sector continues to evolve. Belgrade has strengthened its position as a regional tourism and business hub, with new hotels entering the market, existing properties upgrading their standards, and the restaurant segment becoming increasingly sophisticated. This development naturally extends beyond guest-facing services and into operational infrastructure, including professional laundry systems.
In that context, this year’s edition of the fair carried particular relevance.
Serbian Premiere of the LG Zeus Line
A central highlight was the Serbian premiere of the LG Zeus.
The line was presented through full-size, real-life machines, allowing visitors to clearly assess its construction quality, scale, service accessibility, and positioning within the industrial segment. Introducing Zeus in this format emphasized its intended role – a solution designed for continuous operation and high daily textile throughput.
The Zeus line is engineered for environments where downtime is not an option. Its structure and functionality are tailored to facilities that require consistent performance and long-term reliability.
Key characteristics include:
- reinforced industrial construction and extended lifecycle
- optimized energy and water efficiency relative to capacity
- advanced programmable control systems
- stable performance under intensive operating conditions
Partnership in Practice
The organization and execution of the presentation were led by our Serbian partner. The level of preparation, technical clarity, and overall professionalism demonstrated throughout the fair reflected both market maturity and strong local expertise.
For us, being present was not a formality. It was a natural extension of a long-standing partnership built on mutual trust, shared standards, and consistent collaboration. Standing alongside our partner during the Serbian premiere of the Zeus line was a clear expression of that relationship.
Beyond the exhibition floor, discussions continued during a joint dinner at the Sava Center, where we exchanged field experience and addressed the positioning of a new equipment segment soon to enter the European market. We also visited the newly opened Wash&Dry laundromat in the Banovo Brdo district, a project that reflects the parallel development of the self-service laundry sector.
Sustainable market development is not built on isolated events, but on continuous cooperation and shared responsibility for brand positioning and long-term credibility. The HoReCa Equipment fair once again demonstrated the strength of that approach.