History

From EL-EN-a to FORMA IDEALE from FAMILY BUSINESS to FACTORY HALL

The founding story of the company Forma Ideale, which today is the leader in the production of furniture in Southeast Europe, began in 1995 with the establishment of the family company SZTR EL-EN. In that period, the need for modernly designed, functional, high-quality and affordable furniture in Serbia was recognized. Production began, and excellent feedback from consumers resulted in growth of manufacturing capacities, openings of many showrooms and increasing market presence. During 2004, SZTR EL-EN changed its organizational structure and became Forma Ideale DOO, and after, thanks to the partnership with the European Bank for Reconstruction and Development, Forma Ideale became a multinational company.

As a regional leader in the panel furniture industry, Forma Ideale follows current global trends and market requirements, which allows it to readily and responsibly face the challenges brought by new business flows.

The production of Forma Ideale furniture is successfully carried out in three production facilities in Kragujevac and Majdanpek. The production and storage area covers 100,000 m2, and the overall operations are conducted with the support of more than 1,700 employees. A widespread distribution network in Serbia includes 43 stores in 36 cities, and the total exhibition and sales area is over 70,000 m2. Forma Ideale is also successful on the global market, in more than 50 countries of 4 continents – Europe, Asia, South America, and Africa, by direct sales, while the Forma Ideale product range is additionally placed on the markets of approximately 30 countries through partners’ stores.