About Nelly Group

Company Description

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 2.3 million members of Nelly.com in the Nordics and 1.3 million followers of our social media. 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. We are an integral part of her everyday life. Her idols, icons and friends carry us in real life and in her social media.

Year founded


Served area




Shareholder information

Shares outstanding



Jan. 1, 2004

Stock exchange(s)

Nasdaq Stockholm



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