Nelly Group Ab · OMXSTO:NELLY
Nelly Group Ab — Q4 2021 Earnings Presentation
14 slides from Nelly Group Ab's earnings presentation, Feb 4, 2022
Slide 1: Nelly Group AB Investor Presentation Q4 2021
Nelly Group AB INVESTOR PRESENTATION Q4 2021 4 February 2022
Slide 2: Our journey from a loved brand towards social commerce
Our journey from a loved brand towards social commerce Kristina Lukes John Afzelius, CFA CEO CFO ir@nelly.com www.nellygroup.com
Slide 3: An integral part of the young woman's everyday life
An integral part of the young woman’s everyday life Founded in 2004 in Borås Built through influencer marketing A community of Nordic consumers Making 1.2 million customers look & feel fab
Slide 4: We exist thanks to our loyal & engaging community
We exist thanks to our loyal & engaging community 1.3M FOLLOWERS ON SOCIAL MEDIA ~20% ~40% OWN BRAND OF TARGET SHARE OF SALES GROUP VISIT US WEEKLY 2.6 M 1.2M ORDERS ACTIVE CUSTOMERS
Slide 5: Repositioning the brand Nelly to drive frequency
Repositioning the brand Nelly to drive frequency TO Young women More occasions Added & strengthened 15 – 25 (Everyday, special attributes occasions & party) FROM Women 15-35 Party / Occasion Association party Europe
Slide 6: Repositioning our brand towards our core target group, represented by "Denise"
Hair Beauty Repositioning our brand Jewelry towards our core target group, represented by “Denise” Fashion She shops 18 times a year for her appearance Fashion Bag Fashion Intimate Nails Phone case
Slide 7: Initiatives 2021 -> 2022 key shifts
2021 -> 2022 FROM TO INITIATIV KEY SHIFTS INTERNAL FOCUS – CUSTOMER BUILD PLATFORM EXPERIENCE IN FOR FUTURE FOCUS GROWTH
Slide 8: 2021 – a year of change
2021 – a year of change NELLY NEW AUTOMATED ALL SUSTAINABILITY UPDATED NEW GOES BORÅS WAREHOUSE TARGETS 2021 ASSORTMENT WITH MANAGEMENT REACHED INCREASED SPEED & FLEXIBILITY RELAUNCH THE NEW CHANNEL NEW SITE NELLY BRAND STRATEGY
Slide 9: Shaping a sound and sustainable Nelly, with her
Shaping a sound and sustainable Nelly, with her Empower Respect Fair & femininity the planet Equal 2021 2021 2021 • 2/3 female staff • +120% improvement on • Increased social compliance – 86% sustainable materials vs LY of private label’s tier 1 suppliers • Majority of warehouse staff • Better Cotto
Slide 10: Shaping a sound and sustainable Nelly, with her
Shaping a sound and sustainable Nelly, with her REBORN BY SECOND HAND Second hand channel launched for Coming soon: Redesigned pieces produced members of Nelly customer community in Borås using the material of unsold Nelly Nelly Lounge stock. First out – denim
Slide 11: Q4 2021 Highlights
Q4 2021 Highlights Customer Automated 9% growth in More growth and warehouse Nordic core efficient higher starting to business purchasing customer produce of marketing engagement results
Slide 12: Q4 2021 Income statement
Q4 2021 Income statement 9% Nordic net revenue growth SEK 8m gross profit improvement (SEK million) Q4 20 Q4 21 Net revenue 394 407 Gross profit 168 177 8 SEK 1m higher fulfilment and distribution cost, new automated warehouse starting to Gross margin 42.7% 43.4% produce results Fulfilment and distr
Slide 13: Q4 2021 – Operational & Financial Highlights
Q4 2021 – Operational & Financial Highlights Strong AOV and • SEK 751 Average Order Value, well ahead of 2020 customer growth • Active customer growth for second consecutive quarter Continued strong • Continued strong inventory turnover inventory turnover and a • Inventory share of sales at 12.6% an
Slide 14: Thanks!
Thanks!