SF1 Group

We connect global brands with consumers across 17 markets

Our Success

Created with the vision of sharing a passion for exceptional quality products, SF1 Group brings together and nurtures a portfolio of outstanding, globally recognized brands. Each brand carries its own unique story-one worth telling-and a heritage worth preserving.

Pandora Pandora

Pandora
A Story About You

Every woman has unforgettable moments she wants to cherish, a sense of femininity and individuality she wishes to express, and a personal story waiting to be told. This simple truth became the inspiration behind one of the world's most renowned jewelry brands, designed to celebrate women across the globe.

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Nespresso Nespresso

Nespresso
What else?

Perfect coffee is never a coincidence. Nespresso relentlessly pushes boundaries at every stage of the value chain-from bean to cup-with one clear purpose: to craft an exceptional coffee experience that delivers pure enjoyment.

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Victoria's Secret Victoria's Secret

Victoria's Secret
Just for You

Victoria's Secret is the world's leading specialty retailer of lingerie, offering a wide range of modern, fashion-inspired collections-including its iconic bras, panties, and intimate apparel-alongside sleepwear and loungewear. The brand is also known for its award-winning prestige fragrances and body care products. With the largest team of bra-fitting experts in the world, Victoria's Secret remains dedicated to inspiring women everywhere.

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By the Numbers

30

Years of Experience

3

Global Brands

17

Markets

121

Stores

21

Online stores

800+

Employees

Where we shine...

We have offices and teams across multiple international regions.

Contact us

[email protected]

Address

Carice Milice 2

11000 Belgrade

Latest News

Stay updated with our latest announcements and events

A new market. A new opportunity for success. Greece!

A new market. A new opportunity for success. Greece!

We are delighted to announce the arrival of our brand in a new market.

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A new chapter for Victoria’s Secret  in Novi Sad, Serbia

A new chapter for Victoria’s Secret in Novi Sad, Serbia

We are very proud to celebrate the opening of a new Victoria’s Secret store in Novi Sad, our third location in Serbia.

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A new Nespresso destination in Belgrade. ☕️

A new Nespresso destination in Belgrade. ☕️

We are delighted to welcome coffee lovers to our newest location in BEO Shopping Centre. A new space to explore the world of Nespresso, discover our Original and Vertuo coffees, machines and accessories, and find the perfect match for every coffee moment. Every new opening is brought to life by many people working together. A heartfelt thank you to everyone who played a part in making this one happen. We are excited to continue growing the Nespresso experience in Serbia and creating new places to share our passion for exceptional coffee. BEO Shopping Center, ground floor

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