BACKGROUND was founded in Borås in 2004 and is a leading online player for young adults interested in fashion and beauty. With an impressive journey, the company has gone from being an internet startup to one of the most well-known and loved e-commerce platforms in fashion in the Nordics.

With us, the customer will find clothes, shoes, underwear, swimwear, beauty products, accessories and sportswear for all different occasions. You will find both internationally well-known brands such as Levi's, UGG and Juicy Couture, as well as Nelly's own unique brand.


Our vision is to inspire and complement a well-thought-out wardrobe that is suitable for all occasions throughout life; for everyday as well as party.

"Celebrating femininity" is a watchword that permeates everything we do at Nelly. We inspire young women to feel good about themselves, about their own preferences.


An important part of our sustainability strategy is to increase the proportion of sustainable materials offered at Nelly. Our goal is that by 2025, 50% of our textile products will be made from sustainable materials. Read more about our sustainability work here.


If you want to send letters to us on, do so to the address:

Nelly NLY AB/

Box 690

501 13 Borås


Visiting address:

Lundbygatan 1

506 30 Borås



Psst! You will get faster help if you contact us via the contact form or the chat, which you can find here.

The chat conversations can be saved and you can easily do so at the top left of the chat box.

Press: and, with the legal name Nelly NLY AB (Org: 556653-8822) are owned by Nelly Group. The VAT registration number for Nelly NLY AB is SE556653882201. Nelly Group's shares are listed on Nasdaq Stockholm. The board has its seat in Borås.

Take a look at our policies here. Take part in our sustainability reporting and collaborations in sustainability work here. For more information, check out