1991

The first office of Sela Corporation was opened in Saint-Petersburg, Russia.

Sela Corporation started to develop it’s own brand and to sell it in stores of Saint-Petersburg.

1997

Corporation has begun to create its own retail chain.

The company started to develop the package of documents for the expansion of the retail chain based on franchising.

First own store of SELA Corporation opened in Saint-Petersburg, Russia.

1999

The office in Moscow opened and the creation of retail chain has commenced.

2002

SELA Corporation opened its office in Tallin, Estonia.

2003

SELA Corporation opened its office in Ukraine.

Two-hundredth (200) corporate SELA store opened.

Sela was recognized the best chain at clothing and accessories trade at the contest «Golden chains of Russia». Sela has become an awardee at the contest «Brand of the year/ Effie 2003». Sela was recognized as a leader in nomination of «For effective business development and implementation of the new technologies» at the contest «Product of the year 2003».

2004

SELA Corporation opened its office in Kazakhstan.

New stores opened in Latvia, Georgia, Kazakhstan and Transdniestria.

The corporate chain Sela was again recognized as the «Golden chain of Russia» at the contest «Golden chains of Russia».

2005

New stores opened in Armenia, Moldova, Belarus.

The quantity of stores in Ukraine has reached 50.

Sela was recognized the «Golden chain of Russia» in nomination of «Youthful clothes». Sela has been again recognized as the «Brand of the Year 2005/Effie 2005». In 2005 at the All-Ukraine contest «Choice of the year 2005» the Sela brand was awarded with the golden medal in nomination of «Choice of the year — best stores of the youthful line».

2006

SELA Corporation is 15 years old. The corporate chain Sela counts more than 500 stores.

First stores opened in Lithuania and Poland.

The Sela brand was awarded with the golden medal «Choice of the year 2006».

2007

SELA Corporation launched cosmetic products line for body and hair care «Feel the same», three SPA cosmetic lines, baby cosmetics Sela.

Sela launched footwear line for men, women and children.

The Sela brand was again awarded with the golden medal «Choice of the year 2007».

2008

Sela on-line shop has started operating.

SELA Corporation has introduced new concepts to the market — Sela Kids, Sela Mix.

New stores Sela Mix opened in Saint-Petersburg. New stores Sela Kids opened in Moscow, Volgograd, Arkhangelsk, and Krasnodar.

2009

Creation of the Central office of the SELA Corporation in Russia.

Sela was awarded by the Tenth Anniversary All-Russian Contest «1000 best enterprises and organizations in Russia» and was recognized «Best enterprise in the wholesale and retail trade». SELA Kids received professional award PROfashion awards as the «Best retailer of kids clothing».

2010

SELA Corporation has continued its expansion in Russia and in the world.

Retail chain SELA became an awardee of the 8th All-Russian Contest «Golden chains 2010» in the category «Retail-manager of the year» — Chinenova Natalya (General director of the SELA Corporation Central office in Russia) and «Chain from the producer» as well as diploma winner in the categories «Regional chain» and «The widest range».

2011

2011 — opening of the representative office in Bangladesh.

SELA — the winner of the annual professional independent award in fashion industry PROfashion Awards in nomination of «Best monobrand of casual clothing (all segments)».

69 new stores SELA opened in 48 cities of Russia and Kazakhstan.

2012

More than 50 new stores opened. Adjustment of the goods strategy — collections became more stylish and trendy. SELA came off second-best in the ranking «TOP-100 franchise». Sela Nomination of «HR-brand of the year».

2013

Commencement of e-commerce projects, cooperation with the biggest online mediums has begun. Focus on intensive expansion — chain quality improvement. Realization of SELA TV project — educatory online webinars for all the employees of the Corporation worldwide, as well as for the franchise partners. Own retail stores opened in Moscow, Ufa, Yaroslavl, Volgograd and other cities.

2014

SELA became an awardee of the National award in fashion industry «The Golden Spindle» in nomination of «The International brand». As part of organized media — tour, the stylists and editors of the major glamorous publications («Cosmopolitan», «Cosmopolitan Shopping», «Grazia», «Yes», «ELLE», «Liza», «Kindly advice» and others) visited Designer Bureau in Tel-Aviv.

2015

SELA has worked out and launched CRM-system — innovative cloud solution for customization of sales. Segmentation of clients has occurred, which gives them the opportunity to receive personal offers and compensation bonus.

Also the corporate training program for employees (stylist, merchandiser) has launched.

In December 2015, the winner of internal contest «Miss SELA» Shakhmira Shemeleva, sales assistant from the store in the shopping mall «Gulliver», Saint-Petersburg participated in All-Russian contest «Miss Retail».

Shakhmira’s performance was so igniting and outstanding that the jury had no choice and the participant from SELA Corporation became Miss Retail titleholder.

2016

This is an anniversary year for SELA. The Company celebrates 25 years! Festive events and campaigns are held in all SELA stores.

New concept-design of the store has been created and realized.

42 new stores have already opened all over Russia and Belarus.