sela moms & monsters, a family brand in the Melon Fashion Group portfolio, has opened the biggest store in Russia – their flagship store in Ekaterinburg in the Greenvwch shopping mall. The 1 000 sq m space has been elaborated to a minute detail: there is a library of basic things, leisure zones for kids and grown-ups, and a fitting room for moms with prams.

The interior design uses light natural colours — beige, white, grey and green. There are also wooden, soft and wicker surfaces. A lot of green plants are organically woven into the interior. All this makes the space cozy and places good accent on the brand collections.

For the first time, a sela store presents a library of basic things. These are staple goods always in demand and actual in any season: denim, T-shirts, long-sleeves. They have their own place in the store, while every basic garment will have its number or name in new collections. This will allow customers to find a necessary thing very quickly. In future, sela will install such libraries in all flagship stores.