Sela. SELA - brand history. Sela - bright clothes for the whole family

Specializing in the creation of clothing, footwear and for men, women and children. The brand works in the segment and is distributed through the system.

Brand lines

Women's line. The line includes sweaters, underwear and beachwear for girls and women aged 16 to 30. The range also includes shoes and accessories, including sunglasses and bags.

Men's line. The line includes jeans, trousers, T-shirts, jackets, swimming trunks, as well as sunglasses. The collections are designed for young men between the ages of 16 and 30.

Children's line. Collections for boys and girls, including clothes for newborns and for children under 12 years of age. There is a separate line of teenage clothing designed for girls from 12 to 18 years old.

Brand history

Sela was founded in 1991 by cousins \u200b\u200bArkady Pekarevsky and Boris Ostrobrod. Boris, who emigrated to Israel in the early 1990s, was well aware of how acute the problem of shortage of high-quality fashionable clothes was in Russia. affordable prices... It was this niche that it was decided to occupy by creating a company for the supply of clothing to the Russian market.

Initially, the business specialized in the transportation of large batches of swimwear from China to Russia, but the quality of the products did not suit Ostrobrod, so the idea arose to create his own enterprise that would be engaged in sewing clothes and further selling finished products. The brand was named Sela, which means "rock" in Hebrew.

In 1997, the first Sela was opened in St. Petersburg. The instant success of the brand was due to the almost complete lack of competition. At that time, there were no stores in Russia where one could purchase high-quality and inexpensive clothing.

1998 was marked by a large-scale economic crisis, as a result of which many brands were forced to increase the cost of their products. Sela's management, despite the big financial losses, decided not to raise prices for its products. As a result, the brand not only retained its old customers, but also attracted new ones, which after the crisis led to an increase in profits.

In 2010, Arkady Pekarevsky left Sela, transferring all affairs and powers to his brother.

The Sela company, focusing on its western colleagues, has chosen to work according to the principle of constant change of collections (up to 12 times a year) as its main strategy. Sela produces about 1800 clothing models per season, and the total number of produced collections reaches 100 per year.

At the moment, more than 400 brand stores have been opened in 9 countries of the world.

Style

Sela collections, created by a professional design team, are intended for young men and women aged 16 to 30. Most of the products are made in the most popular and versatile style -.

Official site: www.sela.ru

Sela produces modern clothes... No less than 100 new collections are released every year. High quality products, the quick reaction of the company's designers to the novelties of the fashion market allow Sela to be a favorite among competitors.

Sela product range:

• Dresses summer ones are made in a sporty and casual romantic style. They are presented in solid color and color combinations in contrast. The upper is made of natural cotton or viscose with the addition of polyester and elastane, so the products are as comfortable and easy to clean as possible. Dress models are combined with high heels, ballet flats, sandals and sandals. A cardigan, blazer or a fashionable vest can complement the look.
• Pants men's and women's, sports and classic. Top material - cotton. The presence of spandex or elastane provides a perfect fit and comfort. Sports models are additionally equipped with patch pockets, book pockets. The color scheme of the products is monochromatic. Trousers go well with shirts, T-shirts, blazers, jackets, jackets and trench coats.
• Jeans, tight-fitting figure. Models for men and women made of cotton, polyester and elastane. Color from light blue to dark blue, with elements of wear. Jeans can be easily combined with any wardrobe items.
• Polos & T-Shirts made of high quality cotton. The range of colors is huge, which makes it easy to choose a model and combine it with the image of a young man.
• Cardigan and jumper - comfortable clothes for men and women. The composition of the material of the products is cotton or viscose with nylon. Many models are decorated with cuffs. It goes well with classic trousers, skirts of different styles, jeans.
• Hoodie - a jersey with a hood for modern young men. Casual cotton clothes are perfect to complete a sporty look.
• Windbreakers and jackets are elements of a demi-season wardrobe. When sewing them, a waterproof material is used. The design of sports models dominates.

Sela also offers classic men's blazers, women's jackets, sweatshirts, sweatshirts, trench coats, T-shirts, vests, blouses, skirts and shorts. Sela clothes can be combined and create your own fashionable look.

The history of the brand began in Israel with the production of swimwear. The range of goods offered has been increasing every year. Now the company is trying to produce shoes and perfumes.

Nothing proves success more than national love. This is exactly what Sela has achieved by introducing new standards for casual wear and relentlessly adhering to the set quality bar. The well-known sela store is, first of all, a huge assortment of well-sewn and design-relevant items in smart-casual format. The sela brand ideologists felt the need of buyers for wardrobe accessories that could be worn with their heads held high in the office and for a walk, for a date and a business meeting.

Quality is in the details

Attention to detail is inherent in every collection of this brand, which successfully balances between European classics, freedom of silhouettes and comfortable cut. The clothes developed by the village specialists invariably meet the standards, not only of quality, but also of aesthetic appeal. The sela dress can be both unobtrusively romantic and strict, in the spirit of mature elegance and Parisian sophistication. Designers do not deprive anyone of attention and focus on the widest audience, developing trendy novelties for men, girls, teenagers and even kids.

Sela clothing store will never disappoint you with aggressive prices, outdated cuts or annoying limited assortment. This is one of those rare cases when you can create a complete bow for a specific occasion or completely update your wardrobe for nice money.

SELA was founded by two brothers - Boris Ostrobrod and Alexander Pekarsky in the early 90s. The name was not chosen by chance. SELA means "rock" in Hebrew. And today the company really looks like a rock. At least in the CIS, where together with Benneton and Gloria Jeans is the largest network clothes in Russia and the CIS countries. And the history of SELA began with the fact that Boris Ostrobrod moved to Israel ...

Start

It was 1990. Boris, an engineer by training who worked in his specialty for some time, emigrated to Israel in search of better life... In a new place, he immediately tried himself in a large number of cases, but oddly enough, the most successful was inextricably linked with his former homeland. Together with his brother, Alexander Pekarsky, he began selling Israeli clothing in Russia. The very first batch, brought by the brothers, was almost instantly disassembled at the warehouse by local retailers. This was the beginning.

The brothers' first merchandise was swimwear. It can be said that the history of SELA began with them. Although, of course, at that time there was no talk of any brand. Ostrobrod and his brother were just selling finished products Russian retailers.

The brothers quickly realized that they used the most in great demand, and began to carry only these goods there. Retailers have been replaced by department stores in St. Petersburg. The time has come for the founding of the company, which was registered in England under the name SELA.

And then the Chinese appeared on the horizon.

Actually, cooperation with the Chinese began when Boris met Russian Chinese who were engaged in trade. They introduced him to an entrepreneur from Hong Kong, who signed an agreement on the supply of goods to Ostrobrod. The SELA founders believed that they would be able to sell in Russia at least a certain amount of this clothing. In addition, it was the first half of the 90s, and China cooperated with Russia on fairly lenient conditions. In particular, it was possible to take goods for sale, and then pay for it. ”In many respects, it is thanks to this cooperation scheme that SELA got a chance to purchase Chinese goods.

However, the Chinese turned out to be not the most obligatory people: they often violated the deadlines, and instead of two containers of clothes SELA could get more than 10. Nevertheless, the brothers decided to try to sell everything. Happened. Having started their business, with loans that were used to buy clothes in Israel, Ostrobrod and Pekarsky switched to more profitable cooperation with the Chinese, where they could take goods for sale for free, and pay afterwards.

Taking production into our own hands

However, things were far from perfect. The products that were brought from the Middle Kingdom were far from always of high quality, and Boris Ostrobrod did not really like them. It was then that he decided that in order to get what he needed, and to fully control the quality, he needed to completely take all manufacturing process into their own hands.

It was not only about quality, but also about the needs of consumers. Chinese goods did not quite correspond to what Petersburgers wanted to see on themselves. Therefore, the founders made a firm decision - to organize their production.

It was decided to start manufacturing goods in China. Why there? Firstly, it was quite cheap, and secondly, the Chinese had everything. By that time, they had already collaborated with a number of well-known world brands, and therefore many factories could create any model of interest to the customer in the shortest possible time.

SELA is lucky. At the time it entered the Chinese market, factories fought for customers. Today the situation is the opposite - suppliers are fighting each other to gain access to some of the best factories in China, where they can really do the job well.

It is interesting that Ostrobrod noted many times that, in general, the Chinese are quite punctual people, and it is pleasant to work with them. Some surprises rarely happen, but they do. You need to understand that in China, problems with electricity are quite possible, because of which production may stop for a while. This is not counting weather conditions like earthquakes or some extreme heat that can stop work. The problem is that many Chinese factories simply do not have air conditioning, and it becomes impossible to work in extreme heat.

First store

Today, several dozen factories work for SELA, so there is always a choice and a certain insurance. The first store of the company opened its doors in 1996. This was done just at a time when the company's turnover was already almost equal to 100 thousand dollars. Perhaps the most successful step at that time it was a smart choice for SELA target audiencepeople who buy clothes in the markets.

SELA began to work specifically for this segment of consumers, offering them better products (at least in terms of perception). In addition, the name of the brand is written in Latin letters, and therefore many people took it for a foreign one, which only increased the confidence of citizens in SELA. At that time, any Russian considered a foreign thing to be of higher quality than a domestic one.

Several of these factors have become key to SELA's success. People poured into the company's small shops. But the real breakthrough the company was able to make, oddly enough, precisely during the 1998 crisis. At the very moment when the dollar rose sharply, SELA froze all ruble prices, thanks to which it was able to almost instantly sell off all deposits of goods.

As a result - serious losses in financial plan, but a lot of new customers who were able to appreciate the quality of the products. Many of them intended to return to the SELA store more than once. It is from this moment that the brand's popularity begins to grow in Russia. And the company starts promotion through franchising.

SELA franchising

Expansion of stores did not go as fast as the founders wanted until they realized that it was necessary to change the very concept of SELA to some extent. Small shops that managed to take root in St. Petersburg did not suit the residents of the capital at all. From that moment on, the expansion of stores in the SELA network began. They were allocated significantly more area than before.

It is worth noting that some brand repositioning took place at the same time. If earlier SELA focused on families, now it has begun to focus on young and active people from 16 to 30 years old.

At this time, the active expansion of the network begins at the expense of stores opened on a franchise basis. At the same time, it is interesting how SELA started working on this system. The company did not take royalties and other payments. All SELA partners simply bought goods from the company in bulk, while they themselves chose what products they would sell (SELA creates about 100 collections per year). Of course, there were certain rules. In particular, with regard to the interiors of stores, and what can be sold there - nothing but clothes under the SELA brand.

The organizational structure of SELA also turned out to be quite successful. Thus, the production is completely run by Boris Ostrobrod himself from the central office in Israel. Alexander Pekarsky took over the marketing and promotion at the central Russian office. The production itself is located in China, and sales markets ... today cover about 14 countries, where most of them are from the CIS countries. True, for some time now SELA has been trying to sell its clothes in China and Poland. And Boris Ostrobrod himself closely follows fashion trends in Paris. Desire to go out on european market SELA has a lot. There is serious capital support from Russia. So why not give it a try?

And now the company is also trying itself in new markets - in the production of shoes and perfumes. Soon it will be possible to find out how she did it.

Sela is a Russian fashion brand, which in several decades has turned into a real rock (as the name of the brand is translated from Hebrew) of the fashion world. Sela in Yekaterinburg and Rostov, Samara and other regions of Russia, countries of the world - is considered a recognized leader in the production of casual clothing.

What makes the Sela brand special?

Initially, the brand's activities were aimed at a wider age audience, but over time, the youth direction became the main focus. The collections are produced in a bright, bold and daring style that will appeal to buyers who are used to enjoying life.

However, Sela's product catalog can also offer classic pieces to help create a discreet outfit or get an outfit for a special occasion.

In general, the company adheres to the concept of total look - that is, the buyer can purchase from socks and underwear to trousers and jackets in one place. He also adopted the fast-fashion strategy from his European colleagues: Sela store in St. Petersburg, Krasnoyarsk or Perm is replenished with a new assortment every two weeks. This allows the brand's designers to instantly react to fashion trends.

Sela - bright clothes for the whole family

The Shopomio.ru catalog contains more than 4 thousand products with the brand logo. Here you can buy Sela in Moscow and St. Petersburg such things:

• for women: blouses, shirts, trousers, jeans, sweaters, cardigans, dresses, T-shirts, skirts, jackets and down jackets, swimwear, scarves, hats, belts;
• for men: jackets, shirts, trousers, sweaters, T-shirts, shorts, jackets, hats, scarves;
• for children: dresses, overalls, home and outerwear, shoes, etc.

It is important that the prices for Sela in Novosibirsk, Omsk and other cities are available to a wide range of buyers. In the online catalog, choose and order a sweatshirt for 1399 or a blouse for 1070 rubles.