Go circular – we want to reduce our climate impact and manage our resources
"We embrace our responsibility for the climate. Our climate impact targets are not just part of our accounting, it is our commitment to actively reduce our impact on the planet and create a better and more sustainable future for everyone."
MORE PRIORITIZED MATERIALS
Since the largest climate impact lies in the production of textile materials, we are working dedicatedly to increase the proportion of more sustainable materials in our products. In 2025, the proportion was 47%, and our new goal is that 70% of all materials we purchase will be recycled, certified or come from Better Cotton by 2030.
The materials that NELLY currently prioritizes are recycled and certified materials as well as cotton that comes from Better Cotton:
Recycled fibers
Viscose Lenzing™ EcoVero™
Viscose Livaeco™ by Birla Cellulose
TENCEL™
Organic cotton
Better Cotton-grown cotton
Read more about our prioritized materials and our targets here.
PRODUCT QUALITY AND SAFTEY
QUALITY AND CHEMICAL CONTROL
We require our suppliers to ensure that products supplied to us do not contain banned, unhealthy or environmentally harmful chemicals. Suppliers contractually commit to comply with current chemical restrictions.
The products must be free of harmful chemicals and meet NELLY's quality requirements, which protects people, the environment and the customer. The restrictions are based on EU REACH legislation, national legislation and the Textile Importers' Chemical Guide, which is updated annually.
We work according to a process where NELLY sets clear requirements in the company's agreements with suppliers, random product tests are determined during ongoing purchasing meetings where the range is reviewed and where a risk assessment of the products is made. Unannounced third-party inspections are then ordered at the factory, on the product before delivery.
ANIMAL ETHICS
NELLY is committed to animal welfare and therefore the requirements for products derived from animals are important. The company has signed the Fur Free Trade Animal Rights, which means that NELLY does not sell products that contain fur. Read our animal policy here.
PACKAGING
Packaging is in many cases necessary to protect products and goods during transport. NELLY is actively working to reduce the amount of packaging and to improve existing packaging. The material in our e-commerce packaging is recycled, and we always work to optimize the packaging to the size of the product. We are also working to increase the percentage of recycled material in our e-commerce packaging sent to customers, as well as optimizing packaging to the size of the product. This minimizes both packaging material and air, so more packages fit in the same transport!
RETURNS AND TRANSPORTS
Returns are a natural part of the business for e-commerce in clothing, as it is not possible to try on or see the products physically! NELLY works to eliminate unnecessary returns, which leads to lower emissions. By analyzing the reasons for returns, we can directly provide clarifying info about the products on site. Clear descriptions, model size and moving material are other examples of how we work to describe the product as well as possible to avoid unnecessary returns. Under our fair use policy, we may also block customers who demonstrate unsustainable return behavior.
For outbound transportation from NELLY's distribution centers to our customers, we are working to increase the percentage of fossil-free transportation. By offering fossil-free shipping options to our customers and placing them high up in the transportation choices at checkout, we are collectively reducing emissions for distribution.
MINIMIZE WASTE
NELLY works to minimize waste, and strives to reuse or recycle unsold products to contribute to a more circular society. In the returns warehouse, returned items are cleaned and repaired. Products that can't be resold through normal channels go primarily to buyers, but also to charity and recycling. Items from sample handling and/or withdrawn due to lack of quality are donated to the charity Human Bridge for reuse or recycling.