September 30, 2011, 1:19 PM

A Swedish e-retailer swoops into Europe and aims for the world

Consumers in 27 European countries can now buy from Nelly.com.

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Nelly.com, an apparel and accessories e-retailer based in Sweden, has expanded its reach to consumers in 27 countries. Its parent company, CDON Group AB, says it intends to keep expanding Nelly.com until it sells to consumers around the world.

CDON Group says the expansion is in response to an increase in demand from consumers in other countries who want to buy products on Nelly.com. The site sells products from more than 750 brands.

“The EU presents an enormous opportunity for us,” says Mikael Olander, president and CEO of CDON Group. “We have a world-class web site and a scalable operation that allows us to launch new territories cost efficiently and direct our attention to the countries that respond best to our offer. Our aim is to become a global top-of-mind destination for online fashion retailing.”

Nelly.com content is viewable in Swedish, English, German, Danish, Norwegian, Finnish and Dutch. It now sells to consumers in Austria, Belgium, Bulgaria, Cyprus, the Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, the Netherlands, Norway, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, Sweden and the U.K. It says orders placed on Nelly.com will be delivered via UPS in two to five business days.

Entering more deeply into the European market, Nelly.com will face competition from apparel e-retailers already entrenched on the Continent. Competitors may include LaRedoute.fr from PPR  SA, No. 5 in Internet Retailer’s Top 300 Europe Guide, 3suisses.fr (No. 7) and Next.co.uk from Next Plc (No. 17).

CDON Group reported 2010 sales of 2.210 billion Swedish Krona, about $324 million. In addition to Nelly.com, the company sells to Scandinavian consumers through sites that include BookPlus.fi, Heppo.com, Bodystore.com, Tretti.com and Rum21.se.    

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