Sela founder Boris Ostrobrod dies in Latvia

Boris Ostrobrod, founder of the Sela clothing chain, drowned in a lake in Latvia as a result of an accident. This was announced by his brother and the second founder of the brand Arkady Pekarevsky.

“A tragic accident – I was driving a car along the lake in my home in Latvia. The car slipped into the lake, rolled over, and Borya drowned, ”Pekarevsky wrote on Facebook. According to him, Ostrobrod’s funeral will be held in Israel.

Ostrobrod and Pekarevsky created Sela in the early 1990s. The brand was named after the beach and rock in the resort town of Bat Yam near Tel Aviv, where the brothers moved. According to RBC, initially Sela was engaged in the sale of Royal cosmetics, products and alcohol, and then began to sell clothes.

The first brand store opened in St. Petersburg in 1997. In 2019, the company was sold to Melon Fashion Group, which owns befree, Love Republic and Zarina clothing retail chains. Now Sela sells clothes for mothers and children.