It all started with the opening of a shoe store close to Sarajevo airport in 2003. The shop, offering shoes for women, men and kids at very affordable prices, met a real enthusiasm from people living nearby. People could buy quality shoes at cheap prices, and the word of mouth spread driving an increasing number of customers to the shop.

A 2nd, then a 3rd shop opened in Sarajevo. Soon garments for the whole family were introduced, followed by accessories.

Driven by demand, the company started opening shops in new towns at a regular pace, with a few new stores every year.

Today AZEL doo has an extended selling network of 90 shops spread across Bosnia-Herzegovina, and is the domestic leader in the retail business of fashion outlets.