SELLOR

What SELLOR does

SELLOR S.A.E.M. is a French Société Anonyme d'Économie Mixte (mixed-economy company) founded in 1988 and headquartered in Larmor-Plage, France. It operates under delegated public authority from Lorient Agglomération, which holds 76.46% of capital (with Caisse des dépôts et consignations holding 9.74%). SELLOR manages a portfolio of public leisure and cultural facilities in the Pays de Lorient territory of southern Brittany, including the Cité de la Voile Éric Tabarly interactive sailing museum, the Sous-marin Flore-S645 submarine museum, the Haras National d'Hennebont equestrian site (now featuring the L'Écrin performance hall opened October 2025), the Cité des Moussaillons children's discovery center, and multiple nautical centers operating under the Sellor Nautisme and Kerguelen Sports Océan brands across seven coastal locations.

The company generates revenue through five principal streams: ticketed tourism and leisure activities (Cité de la Voile standard adult ticket €13.90, Sous-marin Flore €11, TyRoll zip line €11, special anniversary rates €5-9), accommodation services (Résidence de Kerguelen 38 rooms, Gîtes du Lain, Camping de la Fontaine), Qualiopi-certified professional training via wholly-owned subsidiary Sellor Formation (€416-466 HT per participant in equestrian, water sports, and management disciplines), venue and space rental for corporate events and seminars, and authorized group package sales (registration AU 056.96.0001) targeting school groups, CSE/COS committees, associations, and seniors.

SELLOR employs more than 80 full-time staff and over 110 at peak season, generating activity volume exceeding €5.5 million annually across all facilities. Distribution is hybrid: direct physical ticket offices at each site, an e-commerce platform (billetterie.lorientlabase.fr), dedicated B2B sales teams for schools and corporate clients, and partnerships with regional tourism boards. Leadership comprises Patrice VALTON as Président Directeur Général and Jean-Marc BEAUMIER as Directeur, with Stéphanie Le Ruyet overseeing HR and Maud Brunet heading Sellor Formation's pedagogy.

Name

SELLOR

Legal name

SELLOR S.A.E.M.

Website

https://sellor.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

51–100 employees

Short description

SELLOR S.A.E.M. is a mixed-economy company managing public leisure, cultural, and nautical tourism facilities across the Pays de Lorient in southern Brittany, serving individual visitors, school groups, corporate committees, and associations through museums, water sports centers, accommodation, and Qualiopi-certified training.

Ownership category

akta.pro rank

Product category

Cultural & Nautical Tourism Services

NAICS

Tour Operators (56152), Marinas (713930), Nature Parks and Other Similar Institutions (712190)

SIC

Services-Amusement & Recreation Services (7900), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Recreation & Activity Services (Hiking, Boating, Climbing, Fishing—Guided/Authorized) (THAAAGAF)

akta.pro secondary industries

Water & Marine Guiding Services (Kayak, Canoe, Raft, SUP, Sailing) (THAAALAB), Adventure Equipment Rental Shops (Outdoor Gear, Camping, Climbing, Water Sports) (THAAALAI)

Keywords

• Cultural tourism services
• Nautical leisure activities
• Heritage site management
• Professional training services
• Tourist accommodation services

Headquarters

HQ city

Larmor-plage

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain

Revenue model

1. Tourism and Leisure Activities: Revenue from managing and operating tourist sites including museums, nautical centers, and cultural venues. The company generates revenue through ticket sales, activity fees, and service charges across its multiple facilities in the Lorient area.
2. Accommodation Services: Revenue from operating accommodation facilities including Résidence de Kerguelen (38 rooms), Gîtes du Lain (4 gîtes), and Camping de la Fontaine.
3. Professional Training (Sellor Formation): Revenue from professional training programs in equestrian arts, water sports, and management, with prices ranging from €416-466 HT per participant.
4. Venue and Space Rental: Revenue from renting event spaces, meeting rooms, and venues to businesses and organizations for conferences, seminars, and team-building events.
5. Group Package Sales: Commercialization of day trips, weekends, and excursion packages for seniors, company committees, and youth groups through authorized travel operator registration.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

SELLOR manages and operates public tourist and leisure facilities across the Pays de Lorient in southern Brittany, including maritime museums (Cité de la Voile Éric Tabarly, Sous-marin Flore-S645), an equestrian heritage site (Haras National d'Hennebont), a children's discovery center (Cité des Moussaillons), and a network of nautical activity centers offering sailing, kayaking, diving, and sea sports. It also operates accommodation (Résidence de Kerguelen, Gîtes du Lain), delivers Qualiopi-certified professional training (Sellor Formation), and rents event venues and meeting spaces to corporate clients.

Product overview

SELLOR is a mixed-economy company managing tourist facilities and nautical activities across the Lorient Agglomération in Brittany, France. The portfolio consists of four main visitor attractions (Cité de la Voile Éric Tabarly, Sous-marin Flore-S645, Haras National d'Hennebont, and Cité des Moussaillons), nautical activity centers operating under Sellor Nautisme and Kerguelen Sports Océan brands, accommodation facilities (Résidence de Kerguelen, Gîtes du Lain), and Sellor Formation offering professional training in equestrian arts, water sports, and business skills. The company also operates event venue rentals and manages the TyRoll zip line attraction. Activities span sailing, kayaking, diving, land sailing, and sea sports across multiple coastal and river locations.

Differentiator

Problem solved

Functional benefit

Brands

• SELLOR FORMATION: Organisme de formation professionnelle proposant des formations dans les domaines de l'art équestre, du nautisme et de l'accompagnement
• Sellor Nautisme
• Cité de la Voile Éric Tabarly
• Haras National d'Hennebont
• Sous-marin Flore-S645
• Résidence de Kerguelen
• Gîtes du Lain
• Cité des Moussaillons
• Kerguelen Sports Océan
• Parc d'Eau Vive

Products and services

• Cité de la Voile Éric Tabarly Interactive sailing museum and visitor center at Lorient La Base, featuring 4D cinema, virtual sailing races, navigation simulators, and hands-on models. Includes a 150 m² space dedicated to Éric Tabarly and offers zip line descent from the Tour des Vents. Targeted at individual visitors, families, school groups and corporate clients.
• Sous-marin Flore-S645 & son musée Authentic Daphne-class submarine museum located in a former German WWII submarine base in Lorient, featuring guided tours, audioguided visits, and an interactive children's parcours. Targeted at individual visitors, families, school groups and corporate clients.
• Haras National d'Hennebont National stud and equestrian heritage site at Hennebont offering guided visits of stables, horse encounters, equestrian shows, and the L'Écrin performance hall. Targeted at individual visitors, families, schools, and corporate groups.
• Cité des Moussaillons Children's sailing and discovery center for ages 2-12, featuring 1,000 m² of playful and educational spaces, 48 interactive devices, and a 4-level monumental sailboat construction site. Targeted at families, school groups, and CSE/COS committees.
• Sellor Nautisme - Loisirs Nautiques Network of nautical activity centers under the Sellor Nautisme brand offering sailing, kayaking, diving, land sailing, and sea sports across multiple coastal and river locations in Pays de Lorient (Guidel, Lorient, Larmor-Plage, Inzinzac-Lochrist, Port-Louis, Gâvres, Groix). For individual visitors, families, school groups, and corporate clients from age 4 upward.
• Résidence de Kerguelen 38-room accommodation facility at Larmor-Plage offering 4-bed rooms with private facilities, a restaurant, activity rooms, and direct access to the nautical center and beach. Targeted at school groups, CSE/COS committees, sports clubs, and tourist groups.
• Gîtes du Lain Rural gites set in 14 hectares of wooded parkland near Lorient, offering 4 renovated Breton farmhouses sleeping 4-8 persons each. Targeted at families and tourist groups seeking countryside accommodation.
• Sellor Formation Qualiopi-certified professional training services in three domains: equestrian art (horse-assisted professional development at the Haras National), water sports (kayak, sailing), and professional coaching (management and workplace support). Targeted at businesses, HR departments, and individual professionals seeking certified training.
• Location d'espaces & Séminaires Event venue and seminar rental service offering a 132-seat auditorium, modular spaces, equestrian stabling for events, and meeting rooms across multiple SELLOR sites. Targeted at businesses and CSE/COS committees hosting corporate events, seminars, conferences, and team-building activities.
• Kerguelen Club Annual membership program for autonomous practitioners providing unlimited access to nautical equipment, facilities, and storage solutions at Kerguelen. Targeted at local individual practitioners of sailing, kayaking, and related nautical activities.

Quantifiable outcome

• Pass Culture eligibility enables schools to fund cultural activities
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered core and supporting.

• Lorient AgglomérationcoreStrategic or Co-development PartnerPrimary shareholder holding 76.46% stake in SELLOR. Delegated authority for managing tourist facilities and animating the territory's tourism economy. SELLOR acts as the operational arm of the local government for leisure and cultural development.
• Lorient Bretagne Sud TourismecoreGTM or Marketing PartnerOfficial tourism partner providing visitor information, guides, and promotional support for the Lorient territory. Essential partner for tourist outreach and destination marketing.
• AudelorsupportingStrategic or Co-development PartnerUrban development and economic agency for the Pays de Lorient, supporting regional development initiatives.
• Conseil Régional de BretagnesupportingGTM or Marketing PartnerRegional council partner for tourism promotion at the Brittany level.
• Conseil Départemental du MorbihansupportingGTM or Marketing PartnerDepartmental council partner for tourism development in Morbihan.

Scale indicators4 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Futuroscope: Futuroscope is a large French regional theme park near Poitiers offering a diversified portfolio of attractions, shows, and group packages. It overlaps SELLOR at the broader regional-attraction and group-tourism level but operates at materially larger scale and in a different category (technology experiences).
• Parc Astérix: Parc Astérix is a major French theme park offering themed attractions, shows, and accommodation (Les Trois Hiboux). It is a broader incumbent in the French regional leisure attraction space, comparable to SELLOR's integrated leisure + accommodation model but at significantly larger scale.
• Ternelia (formerly VVF Villages): Ternelia operates a nationwide network of leisure villages in France offering accommodation plus on-site activities, mirroring SELLOR's combined accommodation (Résidence de Kerguelen, Gîtes du Lain) and activity offering, though at broader national scale and without SELLOR's heritage museum assets.
• Pierre & Vacances / Center Parcs: Center Parcs (operated by Pierre & Vacances) runs forest leisure villages across Europe with accommodation bundled to activities. Its integrated stay-plus-experience model is structurally comparable to SELLOR's Résidence de Kerguelen + nautical and museum activities, though at considerably larger scale and broader footprint.

Direct peers

• UCPA: UCPA is a major French not-for-profit sports tourism association offering sailing, kayaking, diving, and multi-activity stays nationwide. Its nautical and outdoor activity product line and B2B/B2C group model closely overlap Sellor Nautisme's sailing schools and activity centers across Brittany.
• Nausicaá: Nausicaá is a major French marine-focused visitor attraction and aquarium in Boulogne-sur-Mer, operating interactive exhibits and educational programming analogous to SELLOR's Cité de la Voile and Cité des Moussaillons. Both are large-scale marine heritage/visitor centers with similar admissions, education, and tourism revenue models.
• Le Puy du Fou: Le Puy du Fou is a French heritage theme park renowned for large-scale historical and equestrian spectacles. Its model of operating heritage sites with branded, ticketed shows is directly comparable to SELLOR's Haras National d'Hennebont and the new L'Écrin equestrian performance hall.
• Aquarium de Paris / Cinéaqua: Aquarium de Paris / Cinéaqua is an urban aquarium and visitor attraction in Paris offering marine exhibits and interactive content. It is a smaller-scale direct peer to SELLOR's maritime attractions (Cité de la Voile, Sous-marin Flore) on the visitor-experience and education dimensions.
• Océarium du Croisic: Océarium du Croisic is a marine aquarium and visitor attraction on the Brittany Atlantic coast. It is a regional peer to SELLOR's maritime-themed attractions (Cité de la Voile, Sous-marin Flore), competing for tourist visitation in the same geography with a similar admission-based model.
• Cité de l'Océan (Biarritz): Cité de l'Océan is a marine-themed interactive museum and visitor center in Biarritz offering surfing and ocean exhibits. Its concept and visitor experience design closely mirrors SELLOR's Cité de la Voile Éric Tabarly, making it a direct category peer in marine heritage attractions.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SellorLorientBretagneSud
• Instagraminstagram.com/lorientbretagnesudtourisme
• LinkedInlinkedin.com/company/sellor

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SELLOR