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Swedish online fashion brand launches in the UK

Swedish online fashion brand Nelly.com has launched a website for the UK market as it looks to expand its presence in Europe.

GENERAL MERCHANDISE

Swedish online fashion brand launches in the UK

Owned by Nordic e-commerce group CDON, Nelly.com expanded into 20 new markets last September through the launch of the English language  Nelly.com/eu. 

The retailer said it now plans to strengthen its presence in the UK through the opening of a new online store customized for the British market. Some of the enhancements to the shopping experience include the ability to shop in British pounds and locally preferred delivery options. In addition, there will also be technical adaptations of the shop and its underlying systems, as well as investment in marketing and concept development.

Paul Fischbein, president and CEO of CDON Group commented: "The UK launch is an exciting opportunity for us to strengthen our presence in this very interesting market. The UK is Europe’s leading e-retail economy and a market which continues to grow at a high pace.

"We have made substantial investments in the beginning of this year to facilitate the rapid development of a local version of Nelly.com for United Kingdom. This is an investment in infrastructure that we will capitalise on in the future as the it enables us to launch new local versions of Nelly.com on several new markets during the year."

Other online retail brands owned by the CDON Group include BookPlus.fi, Lekmer.com, Heppo.com, Tretti.com and Rum21.se.

The group reported revenues of SEK 3.4 billion for the full year 2011. 

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