The companies of the Tallinna Kaubamaja Group consider the introduction of the principles of responsible entrepreneurship important in their daily activities. Through several support projects, various areas of Estonian life are promoted and contributed to the development of the community and the improvement of people’s quality of life.

In planning its activities, the Group is guided by four main directions that support the fulfilment of the United Nations Sustainable Development Goals. The 169 sub-objectives of the Sustainable Development Goals have been taken into account in determining the focus topics, in particular by contributing to the goals for which the impact of the activities of the group companies is significant.

Ecological environment

Tallinna Kaubamaja Group values ​​the principle that environmentally friendly activities are the basis for creating an efficiently functioning environment and a sustainable society. The Group’s long-term goal is to coordinate the ecological footprint of its operations with the Paris Climate Agreement.

CO2 footprint

  • Direct emissions from companies have been measured according to the GHG Protocol standard and an action plan to achieve carbon neutrality is being prepared.
  • From September 2021, 100% of electricity produced from renewable sources will be consumed in the Group’s retail, storage and production facilities.
  • Energy-efficient LED lighting, smart designs and system automation are used.

Waste and materials

  • 100% of the paper and film packaging waste generated in the Selver chain store is recycled. Selver uses a Bepco box system to reduce transport packaging.
  • I.L.U., Selver and Kaubamaja shopping bags are made of 90-100% recycled materials.
  • Culinary uses rPET salad boxes made from 100% recycled plastic.

Supply chain

  • When purchasing products and services, the principles of environmentally friendly procurement are followed, if possible, Estonian products are preferred.

Social environment

Tallinna Kaubamaja Group apprehends its role and responsibility as an entrepreneur and is aware of the impact of its activities on society. The Group’s shopping centres and stores are important community centres around which a number of important services to society are concentrated. The purpose of the Group’s personnel policy is to value, develop and retain the Group’s employees in accordance with uniform principles, which include personnel management and planning, a well-thought-out recruitment and selection process, and subsequent purposeful and motivating development. It is based on the principle that success is based on loyal, committed, ethical and results-oriented employees, and it is considered important to create a supportive work environment.

Supporting sports

  • Selver supports the FC Flora football club, the freestyle skier Kelly Sildaru and is the nominal sponsor of the Selver Tallinn volleyball club.
  • Viking Motors supports biathletes Kalev Ermits and Regina Oja and tennis player Maria Lotta Kauli.
  • Kia Auto supports the sports and leisure activities of the Haapsalu orphanage through MTÜ Spordiselts.
  • Viimsi Centre is a long-term supporter of Viimsi / Sportland Basketball Club, Viimsi Football Club, Viimsi Martin Reim Football School and CFC Sports Club
  • Kia Auto AS supports the extreme sports competition Simple Session, where the world’s leading skaters and BMX riders compete.

Valuing Estonian culture

  • Kaubamaja supports the organization of young fashion events Estonian Fashion Festival and Roosad Käärid and is the main sponsor of the most prestigious fashion design award in Estonia, Kuldnõel and Tallinn Fashion Week.
  • Kaubamaja, Selver and Partner Card support almost a hundred cultural projects every year through their marketing channels – mainly theatre performances, concerts and summer events outside the big cities.
  • The department store is a long-term supporter and cooperation partner of KUMU.

Welfare of workers

  • Kaubamaja’s in-house training offers high-level service and teamwork training.
  • Kaubamaja and Selver joined the Diversity Agreement in 2012 and Kaubamaja has the Family-Friendly Employer label.
  • In order to train new employees and increase the efficiency of the induction period, the Group has established training programs conducted by long-term specialists. A mentor is assigned to new leaders and a mentoring system is in place to support them. The development and motivation of employees is ensured by an assessment system of competence levels that is in line with the core values ​​of the companies and the competence models of the positions.

Contributing to the development of Estonian society

  • Taxes paid by the Group’s companies to the state and local governments in 2021 totalled 72.8 million euros.
  • Selver has been organizing the charity project Koos On Kergem for 19 years, in the framework of which money is donated to support the children’s and maternity departments of hospitals.
  • In cooperation with the Recycling Centre, stationary collection points for used clothes and shoes have been opened in Kaubamaja to recycle items.
  • The department store has been actively cooperating with the NGO My Dream Day for years to offer joy to the children who miss it the most.
  • Kia Auto cooperates with Viljandi Vocational Training Centre, providing various automotive equipment units for training.
  • Culinary works closely with the Astangu Coping Centre to increase the employment of people with special needs.
  • Selver cooperates with many small Estonian producers and offers them marketing assistance.
  • Tartu Kaubamaja has supported the renovation of a children’s playground in the centre of Tartu and has supported the support campaigns of the University of Tartu Children’s Fund, providing the foundation with permanent advertising space in the centre.
  • Viimsi Centre has long-term cooperation with the Estonian War Museum, Viimsi Youth Centre and the Viimsi JazzPopFest Festival, and also supports local sports clubs and hobby schools and cultural groups by offering free advertising space, performance opportunities and supporting various projects and events.
  • I.L.U. has supported various projects related to the well-being of people with special needs and difficulties in coping. Cooperation with the charity fund “For a Smile” to support the dental care of women victims of intimate partner violence. We also co-operate with beauty brands in selling charity products in their stores.

Healthy food and food donation

  • Selver has cooperated extensively in recent years. with charities Shalom, the Food Bank, the SAK Foundation and church congregations to donate food to families in need.
  • In cooperation with the Food and Fermentation Technology Development Centre, Culinary created soups that support health and are enriched with useful nutrients and vitamins

Development and innovation

In order to promote development and innovation, the companies of the Tallinna Kaubamaja Group cooperate with various universities and organizations. The principles of automation and smart house, creating comfortable solutions for customers and improving the quality of products are important.

  • In Kaubamaja and Selver, it is possible to waive the paper sticker when weighing fruits and vegetables and use a self-service remote to store information from the screen of the scales. All purchases of Partner Card customers are stored in a self-service system that allows customers to opt out of paper receipts.
  • A completely modernized culinary production system has introduced a new packaging system that increases the shelf life of products without the need to add preservatives.
  • Viking Motors has introduced a service solution that allows customers to receive cars from service or repair without contact at any time.


Tallinna Kaubamaja Group operates in accordance with the Financial Supervision Authority’s Corporate Governance Code, the OECD Guidelines for Multinational Enterprises and the UN Guiding Principles on Business and Human Rights.

  • The Group has a Code of Ethics for the Group.
  • It is based on ethical, fair and transparent business conduct and measures are taken to facilitate it (procedures, guidelines, agreements, declarations, etc.). The Group’s internal audit department monitors the transparency and compliance of activities.
  • In order to raise awareness, the Group regularly conducts both internal and external trainings to raise the awareness of both members of the Management Board, management, and employees about the prevention and avoidance of corruption.