STOCKHOLM: Helena Karlinder-Östlundh is stepping down as chief executive officer of Nelly Group AB, the company announced Wednesday.
Karlinder-Östlundh, who has led the online fashion retailer since January 2023, will remain in the role until a successor is appointed but no later than Feb. 5, 2027. The board said it will begin the search for a new CEO immediately.
She joined Nelly as acting CEO before being appointed permanently in September 2023. During her tenure, the company underwent a transformation that strengthened profitability and built what the board described as a foundation for long-term growth, with a sharper brand position, a more curated product selection and a streamlined operating structure.
“Helena has done an outstanding job during her time as CEO of Nelly,” Ebba Ljungerud, chair of the board, said in a statement. “Through her commitment, her clear leadership and her real ability to bring people together, she has made a significant contribution to the company’s development, built a highly capable team and fostered a close and trusting relationship with the organisation, the owners and the Board alike.”
Ljungerud said she valued working with Karlinder-Östlundh and wished her success in her future role, which the company did not disclose.
Karlinder-Östlundh said she was grateful for her time at the company.
“Ever since I joined the business, I have been truly impressed by the team’s creativity, commitment and resilience,” she said. “I would also like to thank the Board and our major shareholders for their trust and support along the way.”
She added that she would remain fully focused on Nelly’s performance until her departure and would continue to follow the company’s progress.
Nelly Group is one of the Nordic region’s largest fashion retailers for young women, combining its own brand with external labels. The company serves about 1 million customers online and reports annual sales of 1.3 billion Swedish kronor. It opened its first physical flagship store in Stockholm in 2023 and a second in Copenhagen in 2025.
The company, previously known as Qliro Group, is listed on Nasdaq Stockholm’s mid-cap segment under the ticker “NELLY.”
