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Nothing Stopping Fashion Company

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Fashion company, the leading fashion retailer in the Balkan region, is fully back in business after the COVID 19 shut down that lasted for one month in Serbia.

The retailer reopened its first physical stores in the country on the 24th of April and has soon after celebrated the opening of a new store in Delta City shopping center in Belgrade. But most importantly, even during the March/April shut down the company has been busy expanding its webshop offer and providing attractive discounts to its online shoppers.


Fashion Company continued its sales during the government lockdown of physical stores through its popular webshop Its free delivery service and discount offers made it easy for fashion lovers to purchase attractive designer labels from home.

In April, the company also expanded its online offer to include its outlet products offered at attractive prices.

Fashion & Friends webshop introduces its outlet offer

Outlet products include brands: Diesel, Levi’s, Guess, Replay, Calvin Klein, Tommy Hilfiger, Liu Jo, Steve Madden, UGG, Scotch&Soda, Superdry, Timberland, Philippe Model, Camper, Bata, Desigual, Ugg, Paciotti, Crime London, Dstrezzed, Moose Knuckles, Mou, Premiata, Saucony and Inuikii.


Fashion Company is well known for surprising its customers with attractive discounts throughout the year.

To celebrate Easter, the webshop offered 20-40% discounts on its spring/summer 2020 collections. An additional 10% discount was offered for every purchase over 10.000 RSD, which lasted from the 17th to the 20th of April.

A similar discount event was repeated from the 1st to the 3rd of May.


From the 24th of April, the retailer’s mono-brand and multi-brand stores reopened across Serbia.

Fashion Company paid special attention to apply safety measures that were recommended by government institutions. Priority remains on preserving the health of customers and employees and making shopping as safe as possible.

To welcome back its visitors, Fashion Company offered across its stores a 20-40% discount on its spring/summer 2020 collections.


On the 15th of May, Fashion Company celebrated the opening of its new 550 sqm multi-brand “Fashion & Friends” store within Delta City shopping Center. The multi-brand store was repositioned to a new and more impressive space on the first floor of the mall.

Fashion & Friends Store at Delta City Shopping Center Belgrade

The interior of the new “Fashion & Friends” store is inspired by industrial aesthetics in which warm, natural materials are intertwined with elements of steel and concrete, while the combination of black and white colors of different textures gives a dose of minimalism and timeless sophistication. The space is dominated by a striking blend of marble, wood, glass, and green tropical plants, creating a visually sumptuous ambiance that exudes luxury and a great love of fashion.

Manja Babović, Marketing and Brand Development Director of Fashion Company stated:

“Our reputation for being a leading market trendsetter across the SEE region motivates us to create exciting fashion campaigns and to provide a magical shopping experience at Fashion & Friends stores, equal to the high-end shops in world capitals like Paris and London. We are proud that Fashion & Friends represents the entrance to the magical world of inspiration, which allows customers to express their style and passion for fashion.”

Brands that are available at the store include Diesel, Replay, Guess, Calvin Klein, Levi’s, Liu Jo, Tommy Hilfiger, Superdry, Patrizia Pepe, Timberland, Steve Madden, UGG, Camper, Scotch & Soda, Philippe Model, Cesare Paciotti, Premiata and many others.


To celebrate the summer season, the company has presented on the 21st of May its new digital campaign “Echoes of Summer“, inspired by sunny California. The fashion campaign was created to promote its regional multi-brand store chain “Fashion & Friends”.

The campaign includes the most desirable pieces from the summer collections of world fashion brands: Diesel, Replay, Calvin Klein, Guess, Tommy Hilfiger, Liu Jo, Patrizia Pepe, Scotch & Soda, Steve Madden, Superdry, Frankie Morello, Ugg, Premiata, Crime London, Cesare Paciotti, Desigual and Dstrez.

Fashion & Friends “Echoes of Summer” Campaign 2020

The campaign highlights playful patterns and vibrant colors such as pink, turquoise, terracotta orange, and bright yellow, which spread optimism and invite you to enjoy the hottest season.

The women’s summer collection is dominated by sensual dresses imbued with delicate details, swimsuits in neon and metallic shades that evoke a desire for the sea, and glamorous blazers in which you can shine at an open-air cocktail party. A simple but chic combination of pants with high heels and a statement bag will bring a touch of subtle sex appeal to your styling.

In the men’s collection, the emphasis is on impeccably comfortable cuts and soft, light fabrics. The key pieces are basic T-shirts, sweatshirts and shirts refreshed with bright colors and geometric print. Pants and denim shorts complete a casual outfit in which you are ready for a good time.

The garments are available across “Fashion & Friends” stores in Belgrade, Novi Sad, Kragujevac, and Nis, as well as at its webshop


With more than 100 stores across Serbia, Montenegro, Croatia, Bosnia and Herzegovina, Romania, and North Macedonia, Fashion Company has established itself as a regional leader in fashion retailing.

Fashion Company expands through mono-brand stores, Fashion & Friends multi-brand stores, and outlet units positioned on prime locations, including the leading shopping malls and busy high streets in city centers.

The company is considered as the leading fashion franchisee for international brands seeking to expand across the region, due to its long-lasting experience, excellent store locations, strong marketing, and reputation.  

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