Nelly Group Ab · OMXSTO:NELLY
Nelly Group Ab — Q2 2025 Earnings Presentation
20 slides from Nelly Group Ab's earnings presentation, Jul 15, 2025
Slide 1: Nelly Group Investor Presentation Q2 2025
Nelly Group INVESTOR PRESENTATION Q2 2025 15 July 2025
Slide 2: Nelly Group Q2 2025 Presentation
Nelly Group Q2 2025 Presentation Helena Karlinder-Östlundh Niklas Lingblom CEO CFO ir@nelly.com www.nellygroup.com
Slide 3: Agenda
Agenda • This is NELLY • CEO’s comments on Q2 2025 • Financial summary • Q&A
Slide 4: CEO's comments Q2 2025
CEO’s comments Q2 2025 • Another strong quarter – in a challenging market • Relevant and attractive assortment • NELLY brand gaining traction
Slide 5: Accelerated growth & improved profitability
Accelerated growth & improved profitability • Net revenue growth 15.1% (8.8%) • Operating margin 15.3% (9.7%) • Operating profit 55.4 MSEK • Highlights the potential of the NELLY business
Slide 6: We continue to win customers
We continue to win customers Growth in active customers Active customers Nordics LTM (000) 1150 1126 1099 • 3rd quarter with active customer growth 1100 1085 1083 1070 1055 1050 1032 1000 • Effective new customer recruitment 973 968 943 950 926 926 928 911 900 • Significant increase in returning Q1
Slide 7: Our own brand is delivering
Our own brand is delivering Growth in own brand share Own brand share (%) 60% 55% 55% • 54.8% (43.8%) 50% 50% 47% 45% 44% 45% 41% 40% • Growth across product categories 39% 39% 40% 36% 36% 34% 34% 35% 33% 30% • Jeans, tops, dresses & knits in particular Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 2022
Slide 8: The return rate is always in focus
The return rate is always in focus Continued return rate benefits Return Rate (%) 43% 41% • 28.4% (31.3%) 38% 38% 38% 36% 35% 34% 33% 33% 32% 31% 33% 28% 28% • Continued cross-functional strategy 27% 28% 25% 23% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2022 2022 2022 2022 2023 2023 2023 2023 202420242024
Slide 9: Solid gross margin
Solid gross margin Gross margin development Gross margin (%) 60% 55% 55% 55% • 54.5% (54.7%) 55% 53% 51% 50% 52% 49% 49% 50% 48% 44% 45% 42% 41% 41% • Positively impacted by growth in own 40% brand share 35% 30% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 2022 2022 2022 2022 2023 2023 2023 2023 202420
Slide 10: Investment in building the NELLY brand
Investment in building the NELLY brand Efficient & impactful marketing • 10.0% (13.0%) of net revenue • Growth in traffic & orders • Increased profitability per order • Focus on social channels to build brand & customer loyalty
Slide 11: Exciting times ahead
Exciting times ahead Capturing further potential NELLY Flagship store Copenhagen • Strengthening position in more categories • Launching new collaborations with well- known international brands • Expanding our flagship store concept
Slide 12: CEO's comments Q2 2025
CEO’s comments Q2 2025 • Accelerated growth & improved profitability • Winning more customers – both new and returning • Focus forward on capturing more of the potential of NELLY
Slide 13: Agenda
Agenda • This is NELLY • CEO’s comments on Q2 2025 • Financial summary • Q&A
Slide 14: Increased growth rate in the second quarter
Increased growth rate in the second quarter Net revenue (SEK million) 400 +15.1% 350 362 300 314 318 +11.5% 302 289 250 248 236 240 234 200 222 150 100 50 0 Q1 Q2 Q3 Q4 2023 2024 2025
Slide 15: Record high operating profit and operating margin
Record high operating profit and operating margin Operating profit/loss (SEK million) and Operating margin (%) 60 55 20% 50 15% 40 36 30 10% 30 24 25 20 5% 20 13 10 8 0% 1 0 -5% -2 -10 -12 -10% -20 -19 -15% -30 -34 -40 -20% Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 2022 2022 2022 2023 2023 2023 2023 20
Slide 16: Continued momentum and strong operating margin LTM
Continued momentum and strong operating margin LTM Operating profit/loss LTM (SEK million) and Operating margin LTM (%) 150 137 20% 112 93 15% 100 81 69 10% 46 50 11 5% 0 0% -15 -50 -40 -47 -5% -58 -56 -66 -73 -100 -10% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 2022 2022 2022 2022 2023 2023 2023 202
Slide 17: Q2 2025 – Income statement
Q2 2025 – Income statement (SEK million) Q2 25 Q2 24 Net revenue 361.7 314.1 Gross profit 196.9 171.9 +25.0 Gross margin 54.5% 54.7% Warehousing and distribution costs -42.7 -42.1 -0.6 Marketing costs -36.2 -40.9 +4.7 Admin and other operating expenses -62.6 -58.5 -4.1 Operating profit 55.4 30.5 +24
Slide 18: Q2 2025 – Additional financial KPIs
Q2 2025 – Additional financial KPIs Healthy balance sheet Cash flow from operations (SEK million) 120 106 104 100 • Strong cash flow in the second quarter 80 77 72 60 50 40 • Continued repayments of tax deferrals 20 0 -20 -5 • Investments in IT infrastructure -40 -13 -14 -19 -60 -54 -80 • Solid equi
Slide 19: Q&A
Q&A
Slide 20: Thanks!
Thanks!