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14 February, 2022

sela Partners with Centric Software for Optimized and Sustainable Product Development

Leading Russian retailer selects Centric PLM™ to gain ultimate transparency and further ambitious sustainability agenda


CAMPBELL, Calif., February 15, 2022  – sela, one of Russia’s oldest and noticeable lifestyle brands, has selected Centric Software®‘s Product Lifecycle Management (PLM) to support business growth and further eco-friendly product development. Centric Software provides the most innovative enterprise solutions to plan, design, develop, source and sell products such as apparel, footwear, sporting goods, furniture, home décor, cosmetics, food & beverage and luxury to achieve strategic and operational digital transformation goals.

Headquartered in Saint Petersburg, the lifestyle brand has a rich heritage dating back almost 30 years. sela dominates the mid-priced fashion and accessories sector in Russia and other CIS countries, with 124 own stores and 60 partner stores located across Russia, Belarus and Kazakhstan. In 2019, sela joined one of the largest retailers, Melon Fashion Group, alongside three other renowned brands: ZARINA, befree, and LOVE REPUBLIC.

To keep pace with rapid business expansion, sela knew they had to digitalize product development and optimize quality control.

“We wanted more reliable product information with fewer errors, less rework and a way to eliminate our manual and decentralized ways of working,” says Anna Vasileva, Head of IT at sela.

All product development prior to PLM was managed partially in Excel spreadsheets and partially in an ERP system. Consequently, data was disconnected and teams were overwhelmed with admin. They lacked full visibility and traceability of products. This frustration spurred sela on to begin the search for a comprehensive and easy-to-use digital transformation solution that aligned with their business needs.

“Managing products over email and Excel was no longer an efficient system.  Having a single source of truth will eliminate non-value-added click-work for our design and product development teams and allow them to focus on innovating and creating more products,” continues Vasileva.

During the selection process, Centric PLM was a clear first choice for sela – they were excited by the prospect of connecting their Shanghai and Saint Petersburg offices (as well as suppliers in China) via one unified, cloud-based system. Important to say, that other brands of Melon Fashion Group also appreciate the benefits of Centric PLM.

“With Centric Software’s Mobile PLM Apps, our teams will capture information and images on the go rather than writing notes and manually entering the information back at their desks, which is a real time saver, especially for fit review sessions. It will ultimately help speed decision-making, improve the quality of the final product and reduce time to market,” adds Vasileva.

“We also plan to track and manage organic and recycled materials directly within Centric PLM for our sustainable garment collection ‘#selacares’,” concludes Vasileva.

“We are delighted to welcome our sixth Russian customer to the Centric Software family,” comments Chris Groves, President and CEO of Centric Software. “We look forward to furthering sela’s ambitious and eco-conscious growth strategy.”


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sela moms&monsters (

sela is a lifestyle clothing brand from Russia for mothers and their children. The brand represents uncompromising charm, style for every day, and an overall look – from underwear to coats to accessories.

sela offers clothes and accessories of excellent quality at affordable prices. At sela, customers can mix and match cool looks for themselves and their kids. They can also buy necessary items for a capsule wardrobe and complement purchases with bright and trendy pieces from the women’s and children’s assortment range.

In the renewed sela, childrenswear for small monsters from 2 to 14 is all-encompassing: from practical streetwear for pink-cheek strolls to comfortable items for the kindergarten: T-shirts, sweatshirts, hoodies, trousers, shorts, skirts, dresses and more.

Schoolwear from sela features convenient shirts and jackets for boys, as well as blouses, trousers, skirts and dresses for girls – everything that schoolchildren need to look tidy and stylish.

It does not matter what type of mother you are. The most important thing is that you want the best for your kid. sela creates clothes for the best mothers and their much-loved children.


Centric Software (

From its headquarters in Silicon Valley, Centric Software® provides a Product Concept to Replenishment Digital Transformation Platform for fashion, retail, footwear, luxury, outdoor, consumer electronics and consumer goods including cosmetics and personal care and food and beverage. Centric’s flagship Product Lifecycle Management (PLM) platform, Centric PLM™, delivers enterprise-class merchandise planning, product development, sourcing, quality and product portfolio optimization innovations specifically for fast-moving consumer industries. Centric Visual Innovation Platform (CVIP) offers highly visual digital board experiences for collaboration and decision-making. Centric Retail Planning is an innovative, cloud-native solution powered by Armonica Retail S.R.L., that delivers an end-to-end retail planning process designed to maximize retail business performance. Centric Software pioneered mobility, introducing the first mobile apps for PLM, and is widely known for connectivity to dozens of other enterprise systems including ERP, DAM, PIM, e-com, planning and more as well as creative tools such as Adobe® Illustrator and a host of 3D CAD connectors. Centric’s innovations are 100% market-driven with the highest user adoption rate and fastest time to value in the industry. All Centric innovations shorten time to market, boost product innovation and reduce costs.

Centric Software is majority-owned by Dassault Systèmes (Euronext Paris: #13065, DSY.PA), the world leader in 3D design software, 3D digital mock-up and PLM solutions.

Centric Software has received multiple industry awards and recognition, including being named by Red Herring to its Top 100 Global list in 2013, 2015 and 2016. Centric also received various excellence awards from Frost & Sullivan in 2012, 2016, 2018 and 2021.

Centric Software is a registered trademark of Centric Software Inc. All other brands and product names may be trademarks of their respective owners

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