Company Overview

SF1 Group is a privately owned retail and distribution group with 30 years of experience in developing and managing a portfolio of international brands across Central and Eastern Europe, the Middle East and Africa. Headquartered in Belgrade, Serbia, the Group also operates a regional office in Dubai.
SF1 Group manages a portfolio of leading global premium brands - Pandora, Nespresso and Victoria’s Secret - through its own retail network, wholesale partnerships and established omnichannel platforms. The Group operates across 17 markets, employs more than 800 people and serves millions of consumers every year.
Our people are the driving force behind our business. Through their expertise, dedication and deep local market knowledge, our teams contribute every day to building our brands and delivering exceptional consumer experiences.

Mission

We build global brands responsibly through local expertise and a strong regional platform, creating long-term value for our partners and exceptional consumer experiences.

Vision

Creating memorable experiences that bring global brands closer to local consumers.