Company Overview

SF1 Group is a privately owned, multi-brand retail and distribution group with over 15 years of experience in developing, scaling, and governing international consumer brands across Southeast Europe, the Middle East, and Africa. HQ is based in Serbia with regional office in Dubai. SF1 Group manages a focused portfolio of premium global brands—Pandora, Nespresso, and Victoria’s Secret—operating through owned and operated retail networks, wholesale partnerships, trade partnerships and advanced omnichannel platforms. The Group operates across 15+ markets, employs over 800 people, and serves millions of consumers annually.

Mission

To responsibly build and grow global brands by delivering seamless consumer experiences, operational excellence, and long-term value.

Vision

To be the most trusted multi-brand franchise and distribution partner across regions.