NELLY's main target group is young women and the company works to create a community where young women feel respected and celebrated. When a garment is loved and cared for, it is more likely to be used more times over a longer period of time. That is why we actively work to give customers the opportunity to make informed purchasing decisions, avoid unnecessary returns and take care of the products to maximize their lifespan.
With its position as a fashion destination for young women, NELLY can make a difference and help strengthen the self-esteem of this target group. This commitment is also noticeable internally: in 2025, 64% of NELLY's employees were women and women made up half of both the management team and the board.
NELLY uses a large proportion of User Generated Content (UGC) and Employee Generated Content (EGC) in the online stores and on social media. UGC is customers' own photos when they wear products from the company and EGC is content created by/on the company's employees, this gives customers the opportunity to see the products in reality, and not only on models in a photo studio environment We never edit out tattoos, stretch marks or other attributes that are naturally beautiful from our photos. NELLY wants to contribute to a healthy norm around bodies where this is normalized.