About Nelly
Nelly is one of the best-loved fashion destinations for young women in the Nordic region. We offer a vibrant world of fashion and every day we inspire our target group with trends and head-to-toe looks from our own brand Nelly and carefully selected brands from an international portfolio.
The Nelly Brand
Nelly is one of the best-loved fashion destinations for young women in the Nordic region. Nelly was founded in 2004 in Borås, the heartland of the Swedish textile and e-commerce industries, as a pioneer in influencer marketing and direct digital sales to customers. We now have a vibrant customer base consisting mainly of young women in the Nordic region. We have 1.3 million followers of our social media profiles and we offer our community daily inspiration in terms of trends and looks from our own brands and carefully selected supplementary brands from an international portfolio.
Our success is based on our sense of trends and our engaged community through relationships in social media. We collaborate with some of the Nordic region’s most innovative and successful influencers. We are constantly looking for new ways to inspire and strengthen Nellys attractiveness for our target group.
Nelly is not only a fashion brand. Nelly.com is not only a fashion destination. We are an integral part of a young woman’s everyday life, giving her inspiration to find her entire look both for everyday wear and special occasions.
The Nelly Offering
Nelly offers fashion and beauty products to young women through Nelly.com and our Flagship Store, and fashion to young men through NLYMan.com. The assortment consists of Nelly’s own trend-aware brands, which are complemented by a carefully selected range from brands attractive to our customers. We have a direct-to-consumer strategy with a strong own brand in combination with primarily digital sales directly to our target group.
Nelly.com was launched in 2004. Since then, the range has been expanded from lingerie and swimwear for women to include clothing, accessories, beauty products and sportswear. In 2023 the Nelly Flagship Store opened in Stockholm, with a physical store we have the opportunity to present our range in a new ways and deepen our customer understanding. Men’s clothes have been part of our range since 2008. The men’s department was separated out in 2014, and the NLY Man site was launched, a fashion destination for young men offering clothes, shoes and accessories from the most popular brands for all occasions.
Nelly.com is a destination where the customer finds a top-to-toe look for both Saturday’s party and a rainy Tuesday. We ensure that she nails the look down to the last detail.
The Nelly Platform
Our success is based on our strong brand combined with our efficient organization for purchasing, marketing, sales and delivery. We are driven by insights from data and work to automate all our processes. Our investments in brand, range and logistics have given us the right conditions to simplify for our customer. Our customers choose Nelly on account of our trend-aware and attractive offering. We sell mainly directly to our target group to control the entire customer experience and invest in the Nordic region to keep us focused.
The products are purchased from manufacturers in, for example, the United Kingdom, Turkey, and China. The relationship with the manufacturers is governed by the code of conduct for business partners to meet our requirements.
Our fashion- and customer-focused organisation analyses and engages with our target audiences daily from our hub in Borås. Here, we have invested in a high-capacity automated warehouse, which has reduced delivery and distribution costs, improved the delivery experience and reduced our environmental footprint. Constantly striving for improvements is part of our DNA.
