SELRAD

MaximisingSales,MadeSimpleandEffective

At Selrad, we specialise in helping chain retailers maximise their sales per square metre by focusing on non-food and seasonal product categories.

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"Innovation in retail isn't just about technology—it's about understanding the human element of commerce and creating solutions that make life easier for both retailers and customers."

— Selrad Team

How Do We Create Value for Clients?

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.

Staff Shortage

Retailers face staff shortages and high turnover, complicating hiring and retention.

Experience Gap

Category managers are overwhelmed, and qualified staff are hard to find.

Underdeveloped Products

Focus on core products leads to underdevelopment of non-core and seasonal categories.

Operational Risks

Risk of unsold stock in non-food and seasonal items, especially with staff shortages.

Opportunity Cost

Missed opportunities to boost transaction values through neglected product areas.

Management Issues

Effective management of these categories requires a coordinated store and warehouse effort.

What Do We Offer?

To ease these burdens, we take on the complexities of managing non-food and seasonal categories.

Quality Management

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.

Continuous Support

We're passionate about sales innovation. We continuously introduce new products and refine our merchandising strategies, which is at the heart of our daily operations.

Expert Experience

By 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

AI-powered CRM

Our 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 Marketplace

We 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 Assurance

A 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 Selection

By 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

Trusted by Leading Retailers

Our proven track record and extensive network of partners ensure we deliver exceptional results for our 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

EN71 — Compliant product quality assurance

Expertise — In non-food, seasonal categories for more than 15 years

Risk free — Strong merchandising and inventory management

Proprietary IT — For retail management and custom product selection based on data

Our Journey

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

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.

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.

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.