- Business
- Nelly Group AB (publ) (NELLY.ST) operates as a fashion e-commerce company focused on young women and men primarily in the Nordic region. The company offers women's clothes, accessories, beauty products, sportswear, lingerie and swimwear under the Nelly brand via Nelly.com and flagship stores; and men's clothes, shoes and accessories via NLYman.com, combining proprietary brands representing over 36% of sales with curated global brands including recent launches of Diesel and Nike. Founded in 2004 and headquartered in Borås, Sweden, with a planned relocation to Gothenburg announced in November 2025, Nelly Group sells directly to consumers through online platforms and physical stores in Sweden, the rest of the Nordics and internationally including expansion into Germany. In Q3 2025, the company reported net revenue growth of 15.1% year-to-date and an improved operating margin of 13.3%, driven by refined product categories like jeans, sneakers, trousers and jackets, enhanced own-brand assortment, optimized returns handling at its Borås warehouse, and strategic marketing emphasizing personalized size recommendations and customer nudging. Formerly Qliro Group AB (publ), it changed its name to Nelly Group AB (publ) in November 2020.