Nelly

Nelly is a Swedish online women's fashion retailer selling clothing, shoes and accessories from third-party brands. Its website is operated by Nelly NLY AB. The sources reviewed did not state its group ownership or history.

What is Nelly?

Nelly is an online fashion retailer that describes itself as a destination for easy-to-wear women's fashion. Its website is operated by Nelly NLY AB, and the membership terms refer to Nelly and NLYMAN.

Products and positioning

Clothing categories include dresses, jeans, trousers, tops and T-shirts, and jumpers and hoodies. Shoes cover trainers, heels and boots, and accessories include bags, jewellery and sunglasses. Trending brands listed on the site include Levi's, UGG, Diesel, Nike and Adidas Originals, and Heaven Mayhem is listed as a new brand, so Nelly acts as a multi-brand retailer.

Business model and distribution

Nelly sells online and promotes fast shipping and returns. Delivery partners are UPS, DHL and Budbee, and payment options include Visa, Mastercard, American Express and PayPal. Members receive 15 per cent off their next online purchase, subject to exceptions on certain brands and products. The country selector listed Switzerland among its markets when reviewed.

What is not verified

The page reviewed did not state a founding year, founders, headquarters, stock market listing or parent group. Because ownership of Nordic online retailers has changed in recent years, this profile leaves it blank rather than guess.

Why it matters

Nelly is a notable Nordic online fashion retailer, offering a mix of international labels and a membership model aimed at repeat customers.

Frequently asked questions

What is Nelly?

Nelly is a Swedish online fashion retailer selling women's clothing, shoes and accessories from a range of brands.

Who owns Nelly?

The website names Nelly NLY AB as operator. The sources reviewed did not state its parent group or shareholders.

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