With the return of shopping after the lockdown, ALEJA was finally able to open its doors - the most modern shopping center in Slovenia and with it the SPORTINA GROUP stores: XYZ, ARMANI EXCHANGE, SPORTINA and PARFOIS. The new and modern stores for all lovers of fashion are now open.

Sportina Group continues its expansion in Serbian market and is currently present with 28 opened stores in 14 different shopping centers.  Novi Sad is now reacher for XYZ Premium Fashion Store, Armani Exchange, Parfois and Esprit fashion experience. 

In Kosovo's capital city, customers, VIP guests, influential people and business partners met at the Boss store in the Albi Mall shopping centre. With musical rhythms of Kosovo’s renowned musician, Flake Krelani, playing in the background and in a pleasant atmosphere, 150 event attendees enjoyed the presentation of the Boss Autumn-Winter collection which embodies authentic luxury and allows men to express their personality and confidently wear their clothes.

Sportina Group is actively expanding its business, and has just opened six new stores within the Supernova shopping centre in Zadar. These openings mark a very special occasion, since there have now been a total of 100 stores opened in the Croatian market. Customers are offered unlimited possibilities for creating and expressing their individual styles, with the best fashion brands mix represented within the XYZ Premium Fashion Store, Sportina, Armani Exchange, Superdry, Esprit and Parfois.

Prihod nove kolekcije Parfois je spremljal ekskluzivni dogodek na lokaciji, ki je bila okronana z najlepšim razgledom, vrhunsko kulinariko ter priznanimi vini – v Goriških brdih, kjer so se z glavnimi predstavniki znamke na Portugalskem družile najbolj znane modne blogerke in mnenjske voditeljice mode, dobrega počutja in življenjskega stila.
V dvodnevnem razvajanju so ikone portugalske znamke pobliže spoznale kulturo, se sprehodile skozi zgodovino in ugledale vizijo svetovljanskega mogotca Parfois, razkrili pa so tudi skrivnost znamke, ki se skriva za imenom – v francoščini PARFOIS pomeni »ob priložnostih« in prav tega načela se držijo oblikovalci njihovih kolekcij: vsak modni kos je nepogrešljiv in dostopen vsaki ženski za katerokoli priložnost, ki ji je pomembna.

Sportina Group has launched DIGI HUB, a new connective platform, at its headquarters in Lesce, Slovenia, with the aim of  speeding up the digital growth of the company. Digi Hub has a clear goal: to implement faster and more effective project management execution, leading to greater customer satisfaction. The aim is to improve the shopping experience - not only with the best fashion on offer, but also with the best payment system.

Digi Hub lives and breathes open innovation. It connects Sportina Group's talent with experts, researchers, entrepreneurs and organizations that are inspired by fast growing technological development.  Already known as the »garage«, it represents a logical step in the evolution of the Sportina Group, a success story that started 25 years ago in a small garage and went on to become the biggest fashion retailer in the SEE region. Digi Hub represents a milestone focused on a new corporate culture, inspired by the entrepreneurial spirit, creativity, efficiency, innovation, friendship and fun.