"Maximising Sales, Made Simple and Effective."
How Do We Create Value for Clients?
At Selrad, we specialise in helping chain retailers maximise their sales per square metre by focusing on non-food and seasonal product categories. By leveraging items like toys, sports products, trendy goods, textiles, and lifestyle products, we provide retailers with the tools to boost their revenue.
| Our team utilises a proprietary IT platform to expertly manage the shelf space in each retail outlet. We control the selection, oversee merchandising, and handle inventory management to ensure optimal performance. This digital approach has consistently delivered over 40% increase in sales for our clients after partnering with us. |
Challenges Faced by Retail Chains
Retailers face key operational issues that hinder sales growth and category management.
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Staff ShortageRetailers face staff shortages and high turnover, complicating hiring and retention. -
ExperienceCategory managers are overwhelmed, and qualified staff are hard to find. -
Underdeveloped productsFocus on core products leads to underdevelopment of non-core and seasonal categories. -
Operational risksRisk of unsold stock in non-food and seasonal items, especially with staff shortages. -
Opportunity costMissed opportunities to boost transaction values through neglected product areas. -
Management issuesEffective management of these categories requires a coordinated store and warehouse effort.
What Do We Offer?
- QualityTo ease these burdens, we take on the complexities of managing non-food and seasonal categories. From crafting the ideal product selection to managing shelf displays and monitoring daily sales, we handle it all. We take the risks associated with returns, replacing slow-moving products, and transferring stock between stores if needed.
- SupportWe're passionate about sales innovation. We continuously introduce new products and refine our merchandising strategies, which is at the heart of our daily operations.
- ExperienceBy partnering with Selrad, retailers can confidently boost their sales without the hassle of recruiting and training specialised category managers or risking additional financial resources.
Behind the Scenes
We work hard every day to make life of our clients better and happier
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AI-powered CRMOur front office is powered by Selrad Planner, a CRM system enhanced with AI capabilities. This technology allows a small team to manage relationships with store managers, oversee inventories, and coordinate a merchandising crew across more than 500 stores nationwide. -
Chinese sourcing marketplaceWe have established production and warehousing facilities in China to build our expertise in sourcing. Our digital platform, Selrad Sourcing Marketplace, features over 200 Chinese manufacturers specialising in toys, sports products, and seasonal goods, offering more than 100,000 products. -
Tailored Quality AssuranceA dedicated Quality Assurance team in China carefully selects products for our platform, auditing for quality and compliance with standards like EN71. This meticulous process allows us to create unique product selection tailored to each client's needs. -
Automated product selectionBy inputting data such as store location and customer traffic into our system, we automatically generate the most effective product selection for each retail chain. We also consider successful merchandising strategies and past sales performance to refine our recommendations.
Widespread Presence
As the sole service provider in the industry, Selrad leads the way, covering each segment and addressing the critical challenges
- 35%Supermarkets
- 40%Fuel Retail
- 30%Food Chains
Our Happy Clients
About Our Abilities
The best way to increase your value
- c. 40%Sales increase per square meter
- 500+Stores managed nationwide
- 200+Chinese manufacturers in our network
- 100,000+Products available
- EN71Compliant product quality assurance
- ExpertiseIn non-food, seasonal categories for more than 15 years
- Risk freeStrong merchandising and inventory management
- Proprietary ITFor retail management and custom product selection based on data
Our Journey
2008
2008
Founded
Founded in 2008, Selrad began as a single retail toy store. Within two years, leveraging our team's experience in fast-moving consumer goods (FMCG), we expanded into distributing various brands.
2012
2012
Disney Retail Expansion
In 2012, we achieved a significant breakthrough by becoming a distributor for Disney, introducing licensed Disney products into chain supermarkets across Kazakhstan—a pioneering achievement that few firms had accomplished. Before this, Disney items were only available in speciality toy stores, making them less accessible to a wider audience. By applying top-tier FMCG business standards similar to those of Procter & Gamble and Mars, we not only brought Disney products to mainstream retail but also set a new precedent in the industry, highlighting our capability to innovate where others had not.
2014
2014
Strategic Crisis Adaptation
In 2014, when Kazakhstan faced economic challenges marked by a sudden devaluation of the national currency by approximately 90%, we adapted swiftly. Recognising the importance of resilience, we shifted our focus from licensed products to developing our own affordable brands for the mass market. This strategic pivot was crucial in overcoming the crisis and strengthening our market position.
2017
2017
Expanding Capabilities
Since 2017, we have established a joint venture with a manufacturing facility in China to deepen our expertise in production and sourcing. This venture now serves as a production and logistics hub with quality assurance infrastructure for our key product categories: toys, sports products, and textiles.
Meet Our Team
- Damira MussinaCEO
- Tair
NurmukhambetovCFO - Magzum RosselbayevCommercial Director
- Andy KhanChina Operation
- Nurlan NBusiness Development
- Mansur KLead Software Developer
- Zhangir NDesign Director
- Amir TSoftware Developer
Kaldayakova 103/2 ap. 54
Almaty, Kazakhstan
Almaty, Kazakhstan
