Dynamism in the business world is increasing because of technological advancement and globalization. Dynamics creates a fertile environment for the development of crises, which can affect all sectors of the economy. They can affect even those sectors that are known as less dynamic themselves. This paper analyses crisis management of one of the highest revenue generators in the described type of sector, i.e. it analyses the crisis management in retail chains, which belong to the retail sector. This paper contains general theoretical knowledge on crises, crisis management and retail chains, which was formed using secondary data sources collected from e-books and printed books, scientific publications and online articles. The chief goal of theoretical analysis is to present detailed descriptions of all aspects of crisis management of retail chains during their most common crisis situations - recall and withdrawal of products. In that part of the paper, there is a great emphasis on legislation. Several examples of product recalls and withdrawals in Croatian retail chains were given and finally an empirical research was conducted by collecting primary data. The research showed that non-discount retail chains have more product recalls and withdrawals rather than discount retail chains.