On Saturday, October 24th at 10:00 AM, Nelly will open the doors to a new physical store at Fredsgatan 4 in central Gothenburg. The establishment is the e-commerce retailer's third flagship store and comprises a retail space of 400 square meters spread over one floor.
The initiative in Gothenburg also marks the starting signal for a completely new store concept for the fashion retailer. The premises are designed as a physical meeting place that combines fashion, commerce and community, with dedicated areas for events, collaborations and brand experiences.
With the opening of our third flagship store, we are taking another important step in the development of Nelly as a fashion destination. Through the new store concept, we want to strengthen the customer experience and create more opportunities to discover and be inspired by our range, says Helena Karlinder-Östlundh, CEO of Nelly.
Returns to Western Sweden
The e-commerce retailer has previously established a physical presence with, among other things, a flagship store on Drottninggatan in Stockholm. The fact that it is now Gothenburg's turn has a special connection to the company's history.
Nelly was founded in Borås in 2004 and has its base in Western Sweden. The establishment on Fredsgatan is therefore described by the company as a return to home ground more than two decades after the start.
Gothenburg also has a special significance for us, given Nelly's roots in Western Sweden, which makes this opening extra fun, says Helena Karlinder-Östlundh.