34.02
+0.06%
Close of 9 Nov 2026, in SEK
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About Nelly Group AB (publ)
Its shares trade on Nasdaq Stockholm under the ticker NELLY.ST. It has been listed since 15 December 2010. In the fiscal year to 31 December 2025, it reported revenue of SEK 1.26bn and net income of SEK 168.5m. At that date it held total assets of SEK 989.7m and shareholders' equity of SEK 406.4m.
Nelly Group AB provides e-commerce business services. The company is headquartered in Boras, Vastra Gotalands. The company went IPO on 2010-12-15. With a direct-to-consumer strategy and own brand NLY by Nelly, it offers fashion and beauty products to young women through Nelly.com. Its assortment includes lingerie and swimwear, clothing, accessories, beauty products and sportswear for women. The clothes and accessories are purchased from manufacturers in, for example, the United Kingdom, Turkey and China. The firm operates on the Scandinavian market.
Figures and description from our data supplier, not checked against the company's own report.
Company facts
- Sector
- Consumer Discretionary
- Industry
- Internet & Direct Marketing Retail
- Listed since
- 15 Dec 2010
- Employees
- 691
- Website
- nellygroup.com ↗
Leadership
Pay as last reported
- Ms. Ebba LjungerudIndependent Chairman for the BoardSEK 600,000
- Ms. Helena Karlinder-OstlundhChief Executive OfficerSEK 3.5m
- Mr. Niklas LingblomChief Financial Officer
- Mr. Stefan SvenssonChief Operating Officer
- Mr. Anders HellbergChief Technology Officer
- Ms. Madeleine EinarssonChief Sales Officer
- Ms. Lotta FermenChief Assortment Officer
- Mr. Daniel HornqvistDirectorSEK 200,000
- Mr. Stefan PalmDirectorSEK 200,000
- Ms. Josephine SalenstedtDirectorSEK 200,000
- Ms. Mikaela WillmanDirector
- Mr. Lars AxelssonIndependent Director
Environmental, social and governance
Scores out of 100, from our data supplier
- Overall
- 87
- Environment
- 99
- Social
- 86
- Governance
- 76
- Direct emissions (scope 1)
- 10.2 t
- Energy emissions (scope 2)
- 72.9 t
- Value chain emissions (scope 3)
- 15,550 t
- Women in the workforce
- 62%
- Carbon reduction policy
- Yes
- Human rights policy
- Yes
SWOT analysis
AI-generated by our data supplier. Not written or checked by our editors.
Strengths
- Nelly Group AB (publ) has several strengths that contribute to its success in the market. Firstly, the company benefits from a strong brand image and reputation, which has helped it establish a loyal customer base. This brand recognition provides a competitive advantage over rivals. Additionally, Nelly Group AB (publ) has developed a robust network of suppliers and partners, enabling it to maintain a diverse product offering and meet customer demands efficiently. This network also allows the company to negotiate favorable pricing and terms. Furthermore, the company has a well-established e-commerce platform, providing convenience and accessibility for customers. This online presence has helped Nelly Group AB (publ) expand its reach and tap into international markets. Lastly, the company's strong financial performance and profitability demonstrate its ability to effectively allocate resources and generate sustainable growth.
Weaknesses
- Despite its strengths, Nelly Group AB (publ) also faces certain weaknesses that could hinder its growth and success. One such weakness is its dependence on third-party logistics providers for order fulfillment and delivery. This reliance on external partners may introduce potential operational challenges and impact the company's ability to control the entire customer experience. Additionally, the company primarily operates in the fashion industry, which is known for its high level of competition and rapidly changing trends. This fast-paced nature of the industry poses a challenge for Nelly Group AB (publ) to continuously innovate and stay ahead of competitors. Moreover, the company's geographical concentration in specific markets increases vulnerability to economic fluctuations and regulatory changes in those regions. This lack of diversification exposes Nelly Group AB (publ) to potential risks and volatility.
Opportunities
- Nelly Group AB (publ) has various opportunities to capitalize on and expand its market presence. Firstly, the growing global e-commerce market offers immense potential for the company to increase its customer base and revenue. By leveraging its well-established online platform and investing in targeted marketing efforts, Nelly Group AB (publ) can tap into new markets and attract a wider audience. Furthermore, there is an increasing demand for sustainable and ethically produced fashion items. By incorporating environmentally friendly practices and offering a range of eco-friendly products, the company can cater to this emerging consumer trend and gain a competitive edge. Additionally, strategic collaborations with renowned designers or celebrities could enhance brand visibility and generate excitement among customers, potentially leading to increased sales and brand loyalty.
Threats
- Nelly Group AB (publ) faces certain threats that may impact its operations and profitability. One significant threat is the intensifying competition within the fashion e-commerce industry. Numerous online retailers and fast-fashion brands exist, which may result in price wars and erode profit margins. Additionally, changes in consumer preferences and fashion trends could lead to shifts in demand, requiring Nelly Group AB (publ) to adapt quickly and accurately anticipate market needs. Moreover, disruptions in global supply chains, such as those caused by natural disasters or trade disputes, may impact product availability and increase costs for the company. Lastly, economic recessions or downturns could negatively affect consumer spending on discretionary items, potentially impacting Nelly Group AB (publ)'s sales and revenue.
Sources and methodology
- Data on this tab
- Our data supplier
- Chart on the Overview
- TradingView
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