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Nelly.com reaffirms UK plans after manager’s exit

Swedish etailer Nelly.com has moved to allay fears that the departure of UK area manager Rachel Humphreys heralds the closure of its UK site.

The company said Humphreys, who left this week to join Asos Marketplace, was a consultant brought in to oversee the UK launch. As such, she will not be replaced and her responsibilities will be absorbed by the Swedish head office.

Fredrik Bengtsson, head of communications at parent company CDON Group, said the business used consultants to help it launch into new markets but the teams were disbanded once the site was established. Buying is always managed out of Sweden.

Humphreys joined Nelly.com in February from marketing agency Affiliate Window, where she worked in account management. She had a brief to lead the direction of Nelly.com in the UK and to develop a marketing and PR strategy for the website, which stocks 750 fashion and beauty brands including Vero Moda and Moschino Cheap & Chic.

It is also the exclusive stockist of the eponymous collection from former Twenty8Twelve designer Savannah Miller, which launched last month.

The launch of Nelly.com’s UK site in May was backed by a marketing push that included social media and national advertising. It also included a competition in which 10,000 Oyster card users were offered the chance to attend the launch party.

Nelly.com, which targets 18 to 35-year-old men and women, has sites in eight languages and delivers into 20 European markets.

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