Nelly Group (previously Qliro)

Nelly Group AB operates in the online fashion retail space, with a primary focus on a younger demographic in the Nordic region. The company offers a mix of its own proprietary brands, such as NLY by Nelly and Estradeur, alongside a curated selection of clothing, shoes, and accessories from approximately 100 external brands. Its target audience consists mainly of individuals aged 15 to 29, to whom it markets fashion and beauty products.

The business was originally established as NLY Scandinavia AB in Borås, Sweden, in 2004 by Jörgen Appelgve. It became part of the e-commerce conglomerate Qliro Group, but following a strategic shift, Qliro Group was dissolved in late 2020. This restructuring resulted in Nelly Group becoming an independent entity, separately listed on the Nasdaq Stockholm exchange. Before the split, the parent group also included the marketplace CDON and the payment services provider Qliro AB.

Nelly Group's business model is direct-to-consumer e-commerce, generating revenue through the online sale of its product assortment via its website, nelly.com. The company emphasizes a strong connection with its target audience through digital marketing and social media engagement. In recent years, the company has focused on increasing the share of sales from its own brands, which typically offer higher profit margins. The operational structure is centered around its headquarters in Stockholm and its main warehouse in Borås.

Keywords: online fashion, Nordic market, e-commerce, direct-to-consumer, apparel retail, private label brands, youth fashion, beauty products, digital marketing, fashion marketplace