Sela

SELA Corporation for the production and sale of clothing products is one of the largest fashion retailers in Russia. The status of an international brand is provided by SELA trading offices in Russia, Ukraine, Estonia, Kazakhstan, China and a retail network opened in 14 countries and numbering more than 500 branded stores of the same name. SELA collections production is located in China, design office as well as cosmetics production is located in Israel. The company's stores are located on the main shopping streets and in the largest shopping centers in 295 cities. SELA is aimed at the mass consumer and is positioned in the middle price segment. The concept of a branded retail enterprise involves the presentation of a full range of SELA brands. Along with casual clothing, which has been the company's signature for fifteen years, SELA now features office clothes, shoes, accessories, as well as eponymous branded cosmetics for women, men and children. These innovations demonstrate the idea of ​ ​ the collector of the brand, allowing the buyer to purchase everything he needs in one place.

2025: Home goods chain Sela Home opens

In November 2025, Melon Fashion Group announced the opening of the first six Sela Home home stores in the largest shopping centers in Moscow, St. Petersburg, Rostov-on-Don and Yekaterinburg. Sales also started in the brand's online store. The brand sees further expansion of Sela Home mainly on the territory of the flagship stores of the parent brand with an area of ​ ​ 1.5 to 2.5 thousand square meters. m., where special zones of Sela Home will be allocated with an optimal area of ​ ​ 150-250 square meters. m. In 2026, SELA will continue to develop the direction. Read more here

2023: Death of company co-founder

The founder of the retailer Sela Boris Ostrobrod drowned in a lake in Latvia, said his cousin and partner Arkady Pekarevsky. The deceased entrepreneur was 65 years old. Read more here