First Victoria’s Secret store opened in Serbia!

We are proud to announce a new chapter in SF1 Group’s international expansion — following a successful recent opening in Slovakia, we now celebrate our latest milestone in Belgrade, Serbia. Victoria’s Secret has officially entered the Serbian market with its debut location at UŠĆE Shopping Center in Belgrade — marking a significant new market entry for the brand. The brand launch featured the latest collections, offering a fresh and elevated introduction to the essence of Victoria’s Secret. On May 14th, we hosted an exclusive pre-opening event with leading media representatives and top fashion and lifestyle creators, setting the tone for an unforgettable brand introduction. We welcomed our first customers on May 15th into a premium, carefully curated space designed to deliver the full Victoria’s Secret experience. We want to thank our incredible team and trusted partners for bringing this vision to life. We’re excited for what’s to come in Belgrade and beyond. You are invited to visit us at UŠĆE Shopping Center and experience the world of Victoria’s Secret firsthand.