Victoria’s Secret is set to enter the Serbian market, with its first store scheduled to open in May 2025 at the Ušće Shopping Centre in Belgrade. This will be the first of several planned locations in the country.
Miroslav Stanković, owner of SF1 Group, revealed in an interview with Bloomberg Adria that an additional four to five stores are expected to open across Serbia. SF1 Group secured the partnership with Victoria’s Secret in May 2024, covering markets in Serbia, Slovenia, Slovakia, Malta, and Cyprus.
The Ušće store will span between 400 and 500 square meters and will offer the full range of Victoria’s Secret products, including perfumes, skincare, lingerie, sleepwear, sportswear, swimwear, and fashion accessories. Stanković also confirmed that after the store openings in Slovakia in April and Serbia in May, another store will follow in Slovenia.
In addition to Victoria’s Secret, SF1 Group’s portfolio includes brands such as Pandora, Argenta, Nespresso, and Scholl. The group also operates SF Properties, which specializes in luxury office space rentals and premium advertising locations. SF Properties owns the Brankov Business Center in central Belgrade and office buildings in Knez Mihailova and Nušićeva streets.
SF1 Group operates in 12 markets, employs 350 people, and manages 106 stores.
