For over twenty eight years we have been directly managing or acting as regional distributors for some of the biggest internationally recognized apparel and footwear brands in the fashion industry. [ … ]

Fashion Company is an organization with a functional structure. This type of organization allows us a high level of specialization  for employees and can easily adapt to the needs of a company that is constantly [ … ]

We believe that a strong position at home is crucial for maintaining references abroad, so the entire model of successful business in Serbia is a significant benchmark for further development in the [ … ]

Retail Strategy of Fashion Company is based on innovation and diversity and that is what makes us different from competition. Considering that our retail is constantly growing and developing with new openings [ … ]

About Us

Fashion Company is the largest retail company in the region of Southeast Europe that deals with fashion and fashion retail and wholesale with over 100 retail outlets in Serbia and the region (Montenegro, North Macedonia, Bosnia & Herzegovina, Croatia, Romania). Brands that Fashion Company represents belong to the class of world-famous modern urban brands such as Diesel, Levi’s, Tommy Hilfiger, Calvin Klein, Scotch & Soda, Replay, Timberland, Camper, Manila Grace, Cesare Paciotti, Bata, Liu Jo, Guess, Mango, Desigual, Inuikii, Mou, Paciotti 4US, Maison Scotch, Dstrezzed, UGG, Colors of California, Saucony Originals and many others. The specificity of the business of Fashion Company is the offer of a wide range of clothing, footwear and accessories, mature retail, famous world brands and geographically different but always premium locations on which it operates.

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Through continuous dedication to the most modern promotion methods that are in line with world trends, we offer our customers 365 days of the year innovations in shopping experience setting standards in the field of retail. In addition to the refined concept of multibrand shop, where Fashion & Friends is a pillar, in the sphere of digital communication, we stand out from the competition by recording social media campaigns on a monthly basis as a kind of style guide for brand fans from our portfolio. They are followed by specific retail actions designed to motivate you to shop. In the end (but not least), the team gathered around the choice of decor, music and other details in the retail presentation takes their work seriously and dedicated, so we always have something new and interesting when you enter one of our stores.


Fashion Company regularly introduces and applies modern technological achievements that create a full atmosphere in the shops and contributes to the overall pleasant ambience. Through video panels placed in carefully selected places, we create a special note of modern interactive informative platform. This way, by visual-innovative approach in the shops, we informe customers about latest news from its favourite fashion brands. In order to better understand the needs and habits of our customers, we use modern monitoring and analysis systems that enable us to create specific sales and communication strategies. On the other hand, the company applies advanced statistical systems in order to analyse all business operations, which an importan basis of every sucesfull business planing.


Fashion company represents brands that, by their actions and business, give a positive example to others in the field protection and preservation of the environment. The production of textiles, clothing and footwear, which today represent the key elements of the fashion industry, according to various research is considered one of the largest environmental polluters. In order to reduce this negative impact, the fashion industry introduces different concepts of sustainable development such as eco design, new fiber technology, recycling, conscientious water consumption, etc. Among the positive practices are the famous brand Timberland, which makes its soles from recycled materials, then Guess, who through the application of the eco bag sends a message on the importance of nature protection, then Mango devotes the entire collection to a sustainable fashion approach etc.


The year has started well, as shown by all of our commercial parameters. These results were also supported by a relatively good macroeconomic environment across the region and continuing positive trends from the previous year. Our retail network has increased due to investments in further expansion in Serbia, Croatia, Montenegro and Macedonia, which we continue from e-commerc through time. We are pleased to note that our results are also recognized by rating agencies, and Bisnode has estimated our rating of ‘triple A’ in terms of credit rating over the past three years. The trends observed at the Group level also reflect on the local level: all of our nursing firms recorded growth in the first quarter of 2018.


The best way to see the seriousness and professionalism of the Fashion Company as a system is to see the most important number of parameters that support this.

People working
Million instore visitors per year
Sum of square meters
Our Skills & Expertise

What we’re good at

The results that we achieve in the region of Southeast Europe on an annual basis are the best testimonies of our achievements.


What we’re good at?

Distributing international fashion brands 0

Developing new retail concepts 0

Fashion expertise 0

Planning and data analysing 0

Great Marketing 0

A trendy quotes

The campaigns and the models in them create the fantasy around the brand. It has always been about having strong images. Without that, we could not have gone into all the categories we did. It really has been the foundation from where the house of Guess was built. At the beginning, we didn't have the money to pay big names, which is how looking for new faces began a tradition that still continues 30 years into the Guess history. It's been interesting to follow their careers after a Guess shoot, for both photographers and models, because the exposure around the world becomes so huge.

-Paul Marciano, GUESS

A trendy quotes

American style is about confidence, independence, diversity and free expression. The road to success is not easy to navigate, but with hard work, drive and passion, it's possible to achieve the American dream. Victory is about recognizing all the work that went into achieving your dream.

-Tommy Hilfiger, TOMMY HILFIGER

A trendy quotes

Diesel pioneered the idea of luxury denim, and we still drive this market. But it encompasses more: the consumers love the brand, the lifestyle, the mentality of Diesel. I am continually influenced by the feeling that music culture captured in the late 60s - for my generation, it was a time to rebel, against our parents, against everything.

-Renzo Rosso, DIESEL

What they said

In nearly three decades of existence on the market of Serbia and the region, Fashion Company has worked very successfully with numerous personalities from the public scene as well as representatives of reputed media outlets. See what they said about us?

Ana Stanic

I have been cooperating with Fashion Company for a few years to my great pleasure because they are professional and wonderful people, and the choice of brands makes them one of the leading fashion oasis in our country.

-Ana Stanić, Pop zvezda

Danijela Jovanovic

Cooperation with Fashion Company is actually working with a team that has a commitment to business, creativity and the desire for constant improvement of business and offer. The central impression through the years of cooperation is that their ambition is contagious and approach to business in the spirit of top standards.

-Danijela Jovanović, direktorka „Attica Media“ Srbija

Milan Nikolic

Working with Fashion Company is extremely dynamic and creative. Our cooperation is distinguished by mutual understanding, synergy and visionary approach. Continuous exchange of ideas and efficiency make this relationship intellectually and creatively stimulating.

-Milan Nikolić, urednik „Esquire“ Srbija

Misa Obradovic

It is always a pleasure to work with people dedicated to their business, people who know exactly what they want and have a clear vision of the final product, while they are creative, cooperative and full of positive energies that make the job a pleasure. That is Fashion Company team.

-Miša Obradović, modni fotograf

Nadja Jokanovic & Nina Milovic

The marketing team Fashion Company among the first in Serbia recognized our creative potential and trusted us, as its strategic digital partner, to give us the opportunity to create appearances on social networks. Exchange of ideas, partnership, support, moving borders on the domestic and regional markets – that is how we see the cooperation between WANNABE Media Creative Studio and Fashion Company.

-Nađa Jokanović & Nina Milović, osnivači „Wannabe Magazine“

Petar Janosevic

I can not remember the wise words of the British philosopher George Edward Moore who said: "A man travels the world in search of what he needs, then returns home and finds exactly what he asked for." My very experience in working with Fashion Company is a true reflection of Moore's words because Fashion Company is a world in Serbia.

-Petar Janošević, urednik „Harper’s Bazaar“ Srbija

Follow Us

Instagram Feed

Crna uvek čini svaki model tako moćnim i #chic, a kada je od atraktivnog brenda #Replay onda nema greške - savršena je 🖤😍⁠
Obavezno čekiraj ovaj model na našem online shopu jer dobijaš -25% popusta, koje se odnosi i na ceo asortiman, kao i već snižene artikle!

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Sve te trendy #casual kombinacije koje mame poglede gde god da kreneš. 😍 #fc_repost 📸 @chiwelook @kana_tomasevic I #SteveMadden⁠
Podsećamo te i da sve modele sada možeš da nađeš na našem online shopu uz -25% popusta 🛍 Online Shopping Mania se ne odnosi na artikle iz sezone proleće/leto 2020

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Antonia Stupar 🖤 #LiuJo - italijanski brend koji ne prestaje da nam oduzima dah neverovatno atraktivnim i šik kombinacijama. #fc_repost 📸 @antonija_stupar_jurkin I LIU JO ...

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Kako je samo lako zaljubiti se 😍 u minimalizam i klasiku koju #TommyHilfiger nepogrešivo servira iz sezone u sezonu. 🙌⁠
Pogledaj torbu na linku u opisu našeg profila i iskoristi -25% na kraju kupovine, ili se prepusti iznenađenju koje ti donosi akcija "Ogrebi i osvoji popust" u našim prodavnicama.

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Ena Luna 🖤 #Mango - jer su zemljani tonovi, plisirane duge suknje i mekani materijali #MustHave za hladne #fashionable dane. #fc_repost 📸 @enaluna I MANGO ...

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Fran Laus 🖤 #CalvinKlein i urbanu notu nove kolekcije brenda kojem niko ne može da odoli. Nebitno je koji je vaš stil - #CK je uvek dobar izbor, a sada dobijaš -25% na kraju kupovine u #FashionAndFriends online prodavnici, odnosno do -40% u okviru akcije "Ogrebi i osvoji popust" u našim prodavnicama. #fc_repost 📸 @fran.laus I CALVIN KLEIN ...

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Miloš Biković 🖤 #MooseKnuckles i sportsku eleganciju luksuznog kanadskog brenda. 🇨Nerđajući metalni ukrasi, četvoroslojna zaštita i vrhunski dizajn koji ne poznaje granice vremena samo su neki od aduta novog brenda 🥇 koji možeš da pogledaš u Fashion&Friends online prodavnici, ali i istoimenoj prodavnici u TC Rajićeva i TC Ušće. #fc_repost 📸 @bikovic I MOOSE KNUCKLES ...

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Vanja Milićević 🖤 #Mango - a kako i da ga ne voli? Svaka poslovna dama od stila 💎 će se uvek osećati spremnom za nove pobede uz minimalistički i elegantni dizajn španskog brenda. #fc_repost 📸 @vanjaam I MANGO ...

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#MustHave ove sezone su apsolutno #Bata plitke čizmice sa urbanim detaljima koji unose odvažni #glam efekat u sve večernje kombinacije 💎 Saznaj sve informacije na linku u opisu našeg profila jer sada mogu da budu tvoje po najpovoljnijoj ceni! Ako voliš online kupovinu klikni na link i dobićeš na njih -20% na kraju kupovine. 👆🏻 ...

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Ahh... te opuštene #vintage kombinacije svojstvene brendu #CrimeLondon u kojima prosto - uživaš! 😌 #fc_repost 📸 @crimelondon patike te čekaju na fantastičnom #BlackFriday sniženju u našim prodavnicama, i našem Fashion&Friends online shopu.⁠
Pogledaj modele dostupne u našem online shopu klikom na link u opisu našeg profila i ne zaboravi da se -20% dobija na kraju kupovine. 🤩

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Izađi iz okvira svakodnevnice. Pred tobom je #Saucony model koji pomera granice dizajna i urbanog stila! 💛🤩 ⁠
Have you fallen in love already? 💫⁠
Svi detalji o patikama te čekaju na linku u opisu profila, kao i aktuelna online akcija BLACK WEEK & -20% koje dobijaš na kraju kupovine. 🎉

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Volimo trendi poslovne #outfit-e 🤷🏻‍♀️ jer upravo oni čine da se osećaš baš zavodljivo i odvažno 😉🧡 #fc_repost 📸 @mango ...

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Jarke boje i savršenstvo sportskog streetwear-a 💚 Da li znaš o kom brendu je reč? 🤓⁠
O da, u pitanju je #Superdry ✔️Klikni na link u opisu našeg profila i čekiraj online ponudu.⁠
Podsećamo te da je u našem Fashion&Friends online shopu aktuelna akcija BLACK WEEK koja ti donosi -20% na CEO ASORTIMAN na kraju kupovine, dok je u našim regularnim prodavnicama aktuelna akcija OGREBI I OSVOJI POPUST!

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Sva ta slatkoća! 🤗 #LiuJo ne poznaje granice kada želi da unese nesvakidašnji #glam u tvoj #outfit 😻😻⁠

Čekiraj torbicu na linku u opisu profila i uživaj u -20% koje dobijaš na kraju kupovine u Fashion&Friends online shopu. ⁠

Ukoliko više voliš klasičan šoping - u našim prodavnicama te čeka dobro poznata akcija OGREBI I OSVOJI POPUST u okviru koje možeš da ogrebeš od -20% do -40%!⁠

#fashioncompany #fashionandfriends #shopping

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Za sve one #classy dnevne outfite uz #CalvinKlein. 🤩 #fc_repost 📸 @sugar_free_daily ...

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Nesvakidašnji spoj boja koji daje potpuno efektnu notu sa koje nećeš skinuti pogled, to ume samo #Saucony ! 😍 Pogledaj modele dostupne u Fashion&Friends online shopu. Pssst - neki od njih su na 30% popusta! 👆🏼 ...

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