In this episode of Kassenzone, Karo talks to Helena Karlinder-Östlundh, CEO of Scandinavian e-commerce retailer Nelly.com, about the successful turnaround of the publicly traded company. Helena explains how Nelly.com developed from a retailer of inexpensive party and evening wear to a profitable point of contact for Stockholm-style fashion, what role profitability, customer loyalty and returns management play in this, and why clear brand positioning is crucial for her.
She also provides insights into Nelly's marketing and social media strategies, dealing with competitors such as SHEIN, and legal and regulatory challenges in e-commerce. Finally, it's about internationalization, physical stores and the most important growth hypotheses up to 2026.
An overview of the conversation:
(2:29) Current situation in e-commerce and market environment
(4:01) Nelly's Business Model, Financial Performance, and Turnaround
(8:43) Marketing Strategies and Brand Positioning
(14:04) Returns Management and Customer Experience
(16:41) Team, Organization and Corporate Culture
(25:50) Competitor analysis: SHEIN and other players
(31:14) Legal challenges and market regulation
(35:29) Future strategies and growth prospects up to 2026
