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A leading Nordic online fashion brand

About Nelly

Nelly offers fashion and beauty products for young women through and for men through NLY Man. At Nelly’s core is its own brand NLY, complemented by a carefully selected assortment of fashion from more than 200 brands. Its own brand is highly fashionable and fosters strong customer loyalty.

Nelly’s success is based on a distinct sense for trends and great enthusiasm in the target audience through social media relationships. Nelly has one of the Nordic countries’ strongest brands in online fashion among young women. The business area has offices in Borås and Stockholm.

History was launched in 2004 and was acquired in 2007. Since then, has expanded and the range has been broadened from lingerie and swimwear for women to clothing, accessories, beauty products and sportswear. The men’s department at was spun off in 2014 to form the men’s store NLY Man. Nelly focuses on the Nordic market but also has sites in German, Dutch and English to reach customers in more countries.

Business model
Nelly’s business model is based on a core of its own designs and labels and a complementary range of selected clothing from 300 brands. The clothes and accessories are purchased from manufacturers in the UK, Turkey, China and other countries. Relationships with manufacturers are governed by the updated business partners code of conduct and other policies. The clothes are transported to the Falkenberg logistics center, marketed digitally and sold at and Fashion is one of the fastest growing categories in e-commerce.

Next step
Nelly will continue to strengthen its own brands and remain at the forefront of digital marketing and sales. Investments in brands, assortment and logistics have created the right conditions for profitable growth.


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