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    The Nelly Offering

    Nelly offers fashion and beauty products to young women through and our Flagship Store, and fashion to young men through The assortment consists of Nelly’s own trend-aware brands, which are complemented by a carefully selected range from brands attractive to our customers. We have a direct-to-consumer strategy with a strong own brand in combination with primarily digital sales directly to our target group. was launched in 2004. Since then, the range has been expanded from lingerie and swimwear for women to include clothing, accessories, beauty products and sportswear. In 2023 the Nelly Flagship Store opened in Stockholm, with a physical store we have the opportunity to present our range in a new ways and deepen our customer understanding. Men’s clothes have been part of our range since 2008. The men’s department was separated out in 2014, and the NLY Man site was launched, a fashion destination for young men offering clothes, shoes and accessories from the most popular brands for all occasions. is a destination where the customer finds a top-to-toe look for both Saturday’s party and a rainy Tuesday. We ensure that she nails the look down to the last detail.