The flagship store of 733 sq m has opened on two floors of MoreMall, one of the largest shopping and entertainment centers in Sochi. The interior design reflects the main sela concept: Created for moms and by moms. The shop floor allows customers to make purchases in the most comfortable way, even if they are accompanied by their kids: there are big fitting rooms, there is a playground and even a parking lot for prams.

Light natural colours and hues are used in the decoration — beige, grey, green. Wooden surfaces and greenery are harmoniously added to the trade space. The store looks cozy and nice, all collections are well accentuated.

The entrance group, friendly and open, with its illuminated mascot Vigge and broad shop windows is eye-catchy and causes catches customers’ interest. Inside the store, there are fashion points-mannequin groups.

A special feature of the store is its zoning. Convenient navigation with the help of signs and theme figures of mascot Vigge assists customers in the search of what they need. Due to navigation, one can learn about the brand’s plans to extend its product offer: one sign says that clothes for babies form 0 to 2 is soon to appear in the store. Today, sela sells women’s collections and those for kids from 2 to 14.

There is a separate space for kids – a playground with a railroad and busy board. On the first level, there is a parking lot for prams.

Anna Milanovich, sela brand director:

“Our team creates such shops where we ourselves as mothers enjoy going. Everything is well thought of and convenient, a wide assortment range is offered: mother can fully dress herself and her kid. We are planning many openings for the next year — new cities and significantly bigger trade spaces”.