The Selena Group – global manufacturer and distributor of construction chemicals – is celebrating the tenth anniversary of operations in […]
The Selena Group – global manufacturer and distributor of construction chemicals – is celebrating the tenth anniversary of operations in Kazakhstan. Selena is one of the local market leaders in flooring adhesives, polyurethane foams and sealants for the construction industry. The product range offered in Kazakhstan spans over 200 products, most of them under Selena’s labels Tytan and Artelit.
Selena entered Kazakhstan in 2002. Within the decade since, the country has become the Group’s centre of operations for Central Asia, facilitating trade with Kyrgyzstan, Uzbekistan, Tajikistan and Turkmenistan, among others. Selena is constantly building cooperation with local companies. During the “Poland-Kyrgysia” Economic Forum that took place in June earlier this year, the company signed trading agreements with Kyrgiz companies. New contracts boost Selena’s presence in the region.
“Selena has been recording dynamic growth of sales in Kazakhstan in the past few years. Starting our operations in that part of Asia turned out to be the right decision despite the fact that when we entered Kazakhstan, we were pioneers of promoting premium quality products of construction chemicals. With time, we made our customers believe that high quality and high yield are the best guarantee of a durable effect, and that they can trust our products and solutions” – said Jarosław Michniuk, CEO of Selena FM SA, the parent company in the Selena Group.
Currently, the Selena Group is one of the leaders of the Kazakh market – in the first half of 2012, the company recorded over 40% sales increase compared to 2011. Selena’s head office in Kazakhstan is in Almaty and the Group has several distribution centres located throughout the largest cities and towns. Selena employs 70 people in all its branches in Kazakhstan and based on the positive forecasts, the Group plans to further grow its operations in Central Asia.
At the beginnings of Selena’s international expansion, Kazakhstan was among the first countries it entered. Following the Group philosophy, Selena took care to give consideration to the local specifics and market conditions. The business model involved, among others, thorough market exploration, adjusting the products to the needs of local customers, forming mixed employee teams – made of both Polish and Kazakh managers, along with persuading the customers of the worth of branded products. Moreover, Kazakhstan was meant to be the centre of operations for Central Asia.