Mass was founded in 1990 when it opened its first brick-and-mortar store in the center of Ljubljana. The company quickly began building its retail network in Slovenia, and two decades after its establishment, it successfully entered the Croatian market, where it built a strong retail presence and became one of the most recognizable names in the footwear industry. In 2024, Mass expanded into Austria, where it has already opened 11 stores under its own brand and the Skechers franchise.

With a strong sense of fashion trends, a deep understanding of customer preferences, and a firm commitment to quality, Mass has grown over three decades into one of the largest footwear and fashion accessories retailers in the Adriatic region. Today, the group employs more than 580 people across Slovenia, Croatia, and Austria, and operates 79 Mass and Skechers stores covering approximately 55,000 square meters of retail space. Alongside its strong physical presence, Mass continues to strengthen its online sales channels, becoming one of the leading omnichannel footwear and fashion accessories retailers in the region. The group has consistently achieved above average, double-digit revenue growth rates and continues to outperform the market.

Advance Capital Partners’ entry into Mass ownership in 2025 marked the beginning of a new strategic phase, during which the group plans to further expand its retail network, enter new markets, and enhance its business model. The highest growth in the European footwear market, which for the first time exceeded EUR 100 billion in annual sales, is expected in Central and Eastern Europe (CEE), the core target region of the Mass Group. In the coming years, the group plans to expand into the Czech Republic, Bulgaria and Romania, and over the next five years plans to open around 60 new Mass and Skechers stores.

By expanding its operations in existing and new markets, further developing its brand and maintaining a strong focus on premium customer experience, the Mass Group aims to become the leading omnichannel footwear and fashion accessories retailer in CEE. By 2031, the group aims to achieve approximately EUR 300 million in annual revenue, excluding potential additional acquisitions in the region.