About us
A long-term partner for sustainable global brand growth
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 830 people and serves millions of consumers every year.
Our people are the driving force behind the business. Through their expertise, dedication and deep local market knowledge, our teams contribute every day to building the brands and delivering exceptional consumer experiences.
By the numbers
SF1 Group in figures
- 30Years of experience
- 3Global brands
- 17Markets
- 122Stores
- 21Online stores
- 830+Employees
Mission
We build global brands responsibly through local expertise and a strong regional platform, creating long-term value for our partners and exceptional experiences for consumers.
- Own retail network, wholesale partnerships and online stores in every market
- Teams with deep local market knowledge in 17 markets
Vision
Creating memorable experiences that bring global brands closer to local consumers.
- 122 stores and 21 online stores across the region
- Offices in Belgrade and Dubai
Core values
The principles that guide everything we do
Customer first
We put consumers at the heart of our decisions.
Trust
We build lasting relationships through integrity, transparency and mutual respect.
Agility
We adapt quickly, make informed decisions and turn them into action.
Leadership
We have a clear vision, set the strategic direction, develop our teams and take shared responsibility for sustainable growth.
The path
From the first store to 17 markets
- 2008
Southeast Europe
The group establishes itself as a distributor of luxury brands in Southeast Europe, offering retail and lifestyle experiences across the region.
- 2010
Pandora
Pandora joins the group. The very first store opens in Delta City, Belgrade: a single location built on belief, ambition and a vision of what the brand could become.
- 2014
Nespresso
Nespresso joins the group, with SF1 Coffee companies as the exclusive distributor in Serbia, Croatia, Slovenia and Bulgaria.
- 2024
Victoria's Secret
Victoria's Secret joins the group, represented in Greece, Cyprus, Malta, Slovenia, Slovakia and Serbia.
- 2025
New formats and markets
The world's first rounded Nespresso pavilion opens in Varna, a Nespresso Pavilion in Ljubljana, the first Victoria's Secret store in Serbia at UŠĆE, and SF1 Properties presents BRANKOV Business Center.
- 2026
More than 100 Pandora stores
Victoria's Secret opens in Slovenia, Bratislava, Košice and Malta; the first Nespresso On The Go boutique in the region opens in Galerija; the Pandora store where it all began is reimagined in Delta City.
- 2026
Greece
The first Victoria's Secret stores in Greece open at Mediterranean Cosmos in Thessaloniki and at The Mall Athens; the third store in Serbia opens at BIG FASHION in Novi Sad.
Offices
Belgrade and Dubai
The headquarters are at Carice Milice 2 in Belgrade, Serbia. A regional office at 1903 Jumeirah Lake Towers in Dubai serves the Middle East and Africa.
Brand partnerships, press and career enquiries all go through the contact page; office-space enquiries for Belgrade through SF1 Properties.
Our brands
Three global brands, one regional platform
Each brand carries its own story and heritage. SF1 Group develops them through its own retail network, wholesale partnerships and online stores.
Pandora
A story about you · Jewellery stores and online shops
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 jewellery brands.
Enter the house
Nespresso
What else? · Boutiques, coffee and machines
Perfect coffee is never a coincidence. Nespresso pushes boundaries at every stage of the value chain, from bean to cup, with one clear purpose: an exceptional coffee experience that delivers pure enjoyment.
Enter the house
Victoria's Secret
Just for you · Lingerie and beauty stores
The world's leading specialty retailer of lingerie: modern, fashion-inspired collections of bras, panties and intimate apparel, sleepwear and loungewear, and award-winning prestige fragrances and body care.
Enter the house
Talk to us
About a brand partnership, a store, the press or a career with the group.