Boris Ostrobrod Businessman, founder of Sela company Date of Birth: 17.03.1957 Country: Israel

1. Biography of Boris Ostrobrod
2. Early Life and Career
3. Introduction of the 'Sela' Brand
4. Expansion and Success
5. Establishment of 'Sela' Stores
6. Current Role and Headquarters

Biography of Boris Ostrobrod

Boris Ostrobrod is a businessman and the founder and president of the retail chain 'Sela'. His company has been operating since 1990 and has firmly established itself in the market. 'Sela' offers comfortable and high-quality clothing at affordable prices. In Hebrew, 'sela' means 'rock'.

Early Life and Career

Boris Ostrobrod was born in 1957 in the USSR. After graduating from the Plekhanov Mining Institute in Leningrad, he worked at a research institute and later became the chief engineer at the Lenin Stadium in Leningrad. In the late 1980s, Ostrobrod attempted to start his own business by opening a photo cooperative called 'Blik'.

In 1990, Boris and his family moved to Israel, where he began to develop his own business. He started the venture with his brother Arkadiy. Initially, their business followed a simple 'buy-sell' model without any specific brand. The first batch of products they imported to Russia were swimsuits manufactured in Israel. To their surprise, the swimsuits sold incredibly fast. This success continued with subsequent deliveries, and the small enterprise began to grow rapidly. Ostrobrod realized that relying solely on sales would not sustain the business for long, prompting him to venture into clothing production.

Introduction of the 'Sela' Brand

At this stage, the company transitioned to manufacturing its own clothing under the brand name 'Sela', which means 'rock' in Hebrew. All of the company's clothing is produced in China. Interestingly, the Chinese manufacturers always produced more clothing than requested, leaving Boris uncertain if it could all be sold. However, the clothing sold out quickly, and the 'Sela' network continued to expand. In interviews, Boris mentioned that in the early stages of his business, the Chinese manufacturers worked with his company under very flexible conditions, even without upfront payments, allowing for ample room for growth.

Expansion and Success

Although there were drawbacks, such as occasional delays and constant oversupply, the 'Sela' brand continued to thrive. The Chinese manufacturers somehow dictated the volume of sales for the company. However, the ability to maintain consistent sales, despite the oversupply issue, proved to be a significant stroke of luck for the growing 'Sela' empire.

Notably, Boris managed to establish partnerships with some of the best factories in China, which contributed to the high quality of 'Sela' clothing. The brand gained popularity among millions of Russians due to its consistently high-quality products.

Establishment of 'Sela' Stores

The first 'Sela' store opened in 1996, and its peak coincided with the crisis year of 1998. Initially, the stores were small, but the brand had to adapt its concept over time as customers in the capital city demanded larger stores. Furthermore, the target demographic shifted from families to young people aged 16 to 25. Today, 'Sela' is a well-known clothing brand that has firmly established itself in the lives of Russian consumers.

Current Role and Headquarters

The central office of 'Sela' is still located in Israel, and Boris Ostrobrod remains the driving force behind the company. Interestingly, Boris himself also wears clothing from his own company, although 'Sela' does not focus on office attire.