The beginnings of the Fashion Company
The founder and owner of the company, Milija Babović, began his entrepreneurial story by opening an independent textile shop in Berane in 1982.
Just seven years later, he became the first representative of a global fashion brand in the former Yugoslavia – the Italian brand Diesel, and then the brands Replay, Stefanel, Cesare Paciotti, Sergio Rossi and Casadei.
This visionary venture led to a revolution in the market of Yugoslavia at the time and laid the foundations on which the Fashion Company was founded in 1993.
Business development
In the years that followed, the company took a leading role in the Balkans in the distribution, retail and wholesale of well-known world fashion names, including Replay, Diesel, Guess, Calvin Klein, Tommy Hilfiger, Levi's, Hugo, Boss, Patrizia Pepe, Timberland, Steve Madden and 40 others.
Thanks to a network of over 130 retail stores in Serbia, Montenegro, Croatia, Bosnia and Herzegovina, Macedonia, Albania, Slovenia and Romania, Fashion Company is today the first association when it comes to top shopping of prestigious world brands.
A new generation
The story of success and continuous development is continued by the second generation of the Babović family.
From January 1, 2023, the Fashion Company is managed by the new general manager Stefan Babović, who previously managed the leading company in the field of agro-industry Victoria Group.
Favorite fashion concept in the region
The multi-brand concept Fashion&Friends was presented in 2007 as one of the company's strategic projects and has become synonymous with the latest fashion trends in the region. It provides complete shopping pleasure, equal to what consumers would have in the stores of the world's metropolises.
Fashion&Friends webshop, launched in 2018, has become the fastest growing business segment of Fashion Company.
Consumers have at their disposal the shopping and loyalty application of the same name, which enables even simpler and faster shopping, and introduces the company to a new era of digital business.
Fashion Company, the leading fashion company in Southeast Europe, celebrates its thirtieth anniversary with a series of activities celebrating its loyal consumers, partners and employees.
In honor of this jubilee, today at the Fashion&Friends webshop and in all Fashion Company stores in Podgorica, Budva, Bar, Kotor and Nikšić, you can expect a 30% discount on the new collections of the world's leading fashion brands.
