SF1
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SF1 Group

Connecting global brands with local communities 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.

Our Brands

Curating the finest luxury and lifestyle experiences

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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

Our scale and reach across Southeast Europe

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Markets

Prime locations

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Retail Stores

Regional presence

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Online shops

Digital Sales Channels

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Employees

Across Southeast Europe

We'd love to hear from you

We have offices and teams all around the world.

Contact us

info@sf1group.com

Address

Kralja Aleksandra 12/III/57

21 000 Novi Sad

Locations

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Latest News

Stay updated with our latest announcements and events

A day full of flavour and celebration! - Opening Knez Mihailova

A day full of flavour and celebration! - Opening Knez Mihailova

To officially mark the opening of our new-concept Nespresso boutique in Knez Mihailova, we hosted a daytime event that brought together coffee lovers, partners, and friends — all united by a shared passion for exceptional coffee. The celebration was graced by the presence of leading media representatives, prominent influencers, and honoured guests, whose enthusiasm and support made the occasion truly unforgettable. Guests enjoyed a unique tasting experience, featuring not only our signature espressos, but also refreshing Nespresso creations like the Nespresso & Tonic and the ever-stylish Vanilla Nespresso Martini. ????☕ It was the perfect way to explore the variety and versatility of our coffee universe. We were proud to welcome the amazing Nespresso team from Greece, whose presence added a special touch to the event. ???? A heartfelt thank you also goes to our incredible SF1 Nespresso team, whose dedication, energy, and collaboration were instrumental in bringing this project to life. Our boutique, designed with a modern and inviting concept, is now open to all. Come visit us, enjoy a coffee tasting, and let our Coffee Specialists help you find your ideal coffee blend and machine. ???? See you in Knez Mihailova — the espresso is waiting!

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New concept store opening in Delta City Belgrade

New concept store opening in Delta City Belgrade

It all started here...

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New Victoria’s Secret store in Košice, Slovakia

New Victoria’s Secret store in Košice, Slovakia

We’re proud to announce the opening of a new Victoria’s Secret store in Košice, Slovakia — marking the third location in the country and another exciting milestone in our regional expansion. Bringing one of the world’s most iconic lingerie and beauty brands to Košice reflects our continued commitment to delivering premium retail experiences and strengthening our presence in Central Europe. This new store offers customers an inspiring shopping environment, featuring signature collections, elevated design, and the unmistakable Victoria’s Secret brand experience. A big thank you to everyone involved in making this launch possible — from our dedicated teams to our trusted partners. We look forward to welcoming customers and continuing to grow together.

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