Strategic management is the continuous planning, monitoring, analysis and assessment of all the needs that an organization needs to meet its goals. Therefore, a strategic manager must have a strategy that he can implement in the organization and thus on long-term thinking taking into account all the circumstances of the business. The retail network is part of the option chain and the places where end customers buy products and services. Strategic management of sales networks is a concept that determines the direction of movement of the company in order to achieve the set goals. The object of research in this paper is the Prima Group, one of the key manufacturers and sellers of furniture in the Republic of Croatia. The research problem reduced demand for Prima Group products during the COVID - 19 pandemic. It is very difficult to reach and retain potential buyers of furniture, and the competition is significant. Online sales have given customers more choice and lower costs of researching market furniture sales. Therefore, the main goal of the research is to determine how the Prima Group strategically manages its retail networks during the COVID - 19 pandemic and to suggest improvements. In order to achieve the main target data, surveys were collected from secondary (relevant literature and company documentation) and primary (in-depth interviews) sources. Respondents were selected from the middle and top management population in the Prima group, the sample size is six (6) respondents. The results of the research show that Prima Group has developed strategic management, and that it is successful in implementing its strategic direction. These results serve to further improve and advance the Prima Group, targeting certain areas that are not sufficiently developed.