Ellos Group Overview
Pro stress-test →Ellos Group is a Swedish e-commerce company specializing in fashion and home furnishings, founded in 1947 and headquartered in Borås, which has evolved into a leading online retailer serving millions of customers across the Nordic countries and select European markets, with a focus on sustainable, attractive products for women in mid-life, their families, and homes. The Ellos Group includes the online stores Ellos, Jotex, Homeroom and payment brand Elpy.
Strategic Profile
Pro stress-test →The company reported profitable growth and strong cash flow for the first half of 2025, with net sales of SEK 1,603 million and all e-commerce sites contributing to this growth. In September 2024, the parent company of Ellos Group filed for bankruptcy, but the operating subsidiaries continued unaffected. In September 2024, an agreement was concluded for the sale of all assets of the bankruptcy estate to an entity controlled by the Ellos Group bondholders, providing a fresh start and unlocking SEK 250 million of liquidity financing for the group.
Competitive Landscape
Pro stress-test →Ellos Group competes in the Nordic e-commerce fashion and home furnishings market against direct digital retailers like Boozt (Norway-based multi-brand fashion), Silvan (home furnishings specialist), and broader category competitors including traditional retailers expanding online (IKEA, H&M). The company's differentiation rests on its specialized focus on mid-life women, sustainable product curation, and integrated payment brand (Elpy) enabling customer loyalty and financial services bundling.
Industry Context
Ellos Group operates in Nordic e-commerce fashion and home furnishings retail.
Key facts
Founded: 1947 · Headquarters: Borås, Sweden · Employees: ~500 · Revenue: ~SEK 3.5B (H1 2025: SEK 1.6B)