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Learn more is in party mood for UK debut

Swedish etailer is plotting a marketing campaign to support its arrival in the UK last week.

The womenswear and menswear etailer will launch a campaign which includes a competition offering 10,000 Oyster card holders the chance to attend the launch party in May. The campaign is also likely to include TV and billboard adverts.

“The UK is an important market for Nelly,” said Rachel Humphreys, UK area manager, “so there is a lot of investment to get it off the ground.”

Founder Jarno Vanhatapio said as well as own label, the etailer offers a selection of Scandinavian labels and other brands such as Replay and Hugo Boss.

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