Nelly Group

Nelly Group is a prominent fashion e-commerce company based in Borås, Sweden, specializing in trendy apparel and accessories for young women and men in the Nordic region. Founded in 2004, Nelly has become a pioneer in influencer marketing and direct digital sales, leveraging its strong social media presence to engage with its target audience. The company operates primarily through its online platforms, Nelly.com and NLY Man, offering a wide range of products from its own brands and international labels. Nelly's operations are supported by an automated warehouse in Borås, enhancing delivery efficiency and reducing environmental impact.

175

1.54

0.91

— Nelly Group
%
Women's Fashion60% Includes trendy apparel and accessories for young women.
Men's Fashion20% Comprises clothing, shoes, and accessories for young men.
Own Brands10% Features collections designed and produced by Nelly.
International Brands10% Offers a selection of popular global fashion brands.

Nelly Group primarily serves young women in the Nordic region, who are drawn to its trendy and affordable fashion...

  • Young Womenprimary

    Purchase trendy apparel and accessories for everyday and special occasions.

  • Young Mensecondary

    Buy fashionable clothing and accessories for various occasions.

  • Digital Nativesemerging

    Engage with Nelly through e-commerce and social media platforms.

Nelly Group's operations are primarily concentrated in the Nordic region, with Sweden being its largest market...

  • •Headquartered in Borås, Sweden, a key location for textile and e-commerce industries
  • •Strong market presence in Sweden, Norway, Denmark, and Finland
  • •Automated warehouse in Borås enhances distribution efficiency
  • •Focus on Nordic fashion trends and consumer preferences

Nelly Group's strategic priorities focus on profitable growth, enhancing its brand portfolio, and increasing the share...

01
Brand Portfolio Enhancementmedium-term

To increase market share and customer loyalty.

02
Marketing Investmentshort-term

To drive traffic and improve profitability per order.

03
Operational Efficiencylong-term

To reduce costs and improve delivery experience.

Nelly Group faces several business risks, including the competitive nature of the fashion e-commerce industry and the...

high

Competitive Market

High competition requires continuous innovation and marketing.

Materiality
high
high

Economic Fluctuations

Affects consumer spending and demand for fashion.

Materiality
high
medium

Digital Marketing Dependence

Changes in platform algorithms can affect visibility.

Materiality
medium
Revenue Recognition
high
Inventory Valuation
high
IFRS 16
Lease Accounting (IFRS 16)
medium

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: 11/08/2026