Vision Meets Innovation: Nelly Group selects Brink Commerce

December 20, 2023
Customer news
Vision Meets Innovation: Nelly Group selects Brink Commerce

In the Nordic fashion scene, has long pioneered innovation and style. Since its inception in 2004, Nelly has been the one to follow. Today, we’re happy to announce that Nelly Group has decided to form a strategic partnership with Brink Commerce for their next eCommerce growth journey.

Nelly began as an internet startup in Borås, Sweden, quickly growing into one of the Nordics' most beloved fashion destinations for young adults. Its mantra, "Celebrate the fab you," is a commitment to empowering women and men in their daily lives.

CEO Helena Karlinder-Östlundh reflects, "Our mission is about more than fashion. It's about being there for our customers, offering inspiration for every occasion."

From the start, has been synonymous with technological innovation. Their early adoption of influencer marketing and digital-first strategy has set industry benchmarks. Looking to the future, the brand understands that success means constantly innovating. "We are not just preparing for our future; we want to create it actively," states Karlinder-Östlundh.

Continuing on the path of technical innovation, Nelly is now strategically investing in composable shopping experiences. This deliberate move reflects Nelly's commitment to not only meet but exceed the evolving customer expectations.

By implementing a state-of-the-art ecosystem based on Brink Commerce, Nelly is also set to streamline its internal operations significantly, which promises to enable a more agile and responsive business model.

This evolution in Nelly's approach is a testament to their foresight in adapting to the dynamic retail landscape, ensuring they remain at the forefront of customer experience and operational efficiency.

Helena Karlinder-Östlundh's perspective is clear: "We want to build a future for ourselves where our platforms aren’t just websites, but destinations that can mirror the dynamic nature of our customers.".

The new partnership with Brink Commerce marks a significant milestone for the Nelly Group. The project encompasses revamping,, and the mobile app.

Brink Commerce CEO Kristian Tysander expresses his excitement about the collaboration: "Working with Nelly, a giant in Nordic e-commerce, is inspiring. The team at Nelly has done a remarkable job identifying what they need to take the next steps. The plan they have put together is impressive. And with our modern tech stack, they can achieve more for a lower cost and be more agile and responsive as a company. This will help drive Nelly's new growth journey."

Brink Commerce forms the backbone of this new ecosystem, enabling Nelly to scale to new heights in digital commerce. The tech stack includes a CMS from Contentful, Voyado Elevate for search and personalization, Akeneo for Product Information Management, Occtoo for the commerce experience layer, and several other leading components.

About Brink Commerce

Founded in 2020 by Kristian Tysander, Marcus Ljungberg, and Patrik Antonsson, Brink Commerce offers a Composable Commerce API for mid to large enterprises seeking increased innovation and flexibility while expecting reliability and performance. The product has proven its strength and flexibility with customers worldwide, setting a new standard for building Composable Commerce ecosystems. Brink Commerce is a certified member of the MACH Alliance.

More Information

For more information or media querys, please contact Petter Johansson, CMO

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