SF1
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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

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Years of Experience

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Global Brands

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Markets

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Stores

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Online stores

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Employees

Where we shine...

We have offices and teams across multiple international regions.

Contact us

info@sf1group.com

Address

Carice Milice 2

11000 Belgrade

Locations

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Latest News

Stay updated with our latest announcements and events

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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A new way to enjoy Nespresso is here. ☕

A new way to enjoy Nespresso is here. ☕

We are excited to welcome you to our brand-new Nespresso On The Go boutique in Galerija Mall – the first Nespresso On The Go boutique in the Adria and Bulgaria region. Designed for coffee lovers who appreciate exceptional coffee, wherever the day takes them, this new concept brings together convenience and the premium Nespresso experience. In addition to our full Nespresso boutique offering of coffees, machines and accessories, visitors can enjoy a menu of freshly prepared hot and iced coffee beverages. From espresso classics to refreshing seasonal recipes, our Coffee Specialists are ready to help every guest discover their next favourite coffee. Whether you're starting your morning, taking a break, or simply looking for your next coffee moment, stop by and experience Nespresso in a whole new way. A huge thank you to everyone who made this opening possible. Your passion, dedication, and teamwork brought this new concept to life, and we couldn't be prouder. We also extend our sincere thanks to our colleagues from Greece, our partners, and everyone who contributed to bringing this exciting new concept to life. See you at Nespresso On The Go in Galerija Mall!

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A new market, a new milestone: Malta!

A new market, a new milestone: Malta!

We are proud to announce the opening of the first Victoria’s Secret store in Malta, marking SF1 Group’s entry into a new market and another step in our regional growth journey. Thank you to our partners, teams, and everyone who contributed to bringing this project to life. We look forward to welcoming customers and building a strong presence in Malta.

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