Retail sale chain called “Ducan Moj” is a continuation of the development of retail sale concept of the “MLIN PRODUKT” Ltd. The idea for this concept of retail sale arises from the desire to offer to consumers more humane and less sterile form of shopping in which closer relationship between buyer and seller is created. Its unusual interior and irresistible charm together create sense of warmth and charm of old neighborly shops, enrich every neighborhood where they are located and provide freedom for consumers to identify themselves with the neighborhood they live in, as well as with the shop itself.