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At the company's inception, the main target market was Montenegro, due to several reasons such as: market proximity, relatively good lines of communication, a well developed system of distribution chains, good quality and affordable price of goods, business stability etc. As the business developed, and the distributive network towards the buyers grew, so the need for a greater number of employees and a wider asortment of goods became apparent. With the constant and successful growth and an increase in sales new retail stores begin to sequentially emerge first in Prijepolje, and later in Priboj and Nova Varoš. First "Vračar" store was opened in 2003 in the centre of city, subseqently it became a flagship store that has been the spring board for several new store oppenings At present, ES stores are unique due to their visual trade mark identity. A truly characteristic look of the store space is achieved through the implementation of world class goods positioning to maximise sales, promotion isles with the products on monthly discounts, as well as celling mounted signs that make spatial orientation easier within the store.