Earlier this year, Ehandel.se reported on Nelly Group's financial results for the full year 2025, which showed a turnover of approximately SEK 1.3 billion and an operating profit of SEK 166.4 million. In connection with the year-end report, the e-commerce retailer also presented plans for a flagship store of 400 square meters in Gothenburg.
Now, the group's physical presence in the city is being expanded. On April 3rd, NLY Man will open the doors to a pop-up store at Fredsgatan 6 in Vasakronan's premises. The store focuses on the menswear brand Qué Sera Sera, which is usually sold exclusively online. The pop-up will be open until the end of June.
Qué Sera Sera has really made a journey in recent years and is one of our most popular brands on NLYMAN.COM. It feels super fun and exciting to be able to present the brand also in the physical space and meet customers directly, says Matthias Noirblanc, Head of NLY MAN.
Physical Spaces As A Strategic Complement
The temporary establishment for NLY Man is in line with Nelly Group's overall strategy of using stores as a complement to e-commerce to strengthen visibility for its own range.
When presenting the results for the fourth quarter of 2025, Nelly's CEO, Helena Karlinder-Östlundh, explained the value of the company's store investments:
The physical flagship stores will be important showcases where customers have the opportunity to experience the range on site.
At the end of 2025, own brands accounted for 62.1 percent of Nelly Group's sales. This increase, combined with a reduced return rate to 25.6 percent for the full year, was stated to be central factors behind the group's margin improvements.