What Ellos Group AB does

Ellos Group AB is a Nordic e-commerce group headquartered in Borås, Sweden, operating four owned brands — Ellos (fashion), Jotex (home furnishings), Homeroom (home), and Elpy (proprietary payment brand) — that together serve approximately 2.9 million active customers across all Nordic countries and selected European markets. The group targets the "woman in mid-life, her family and home" with a combined fashion and home offering, of which approximately two-thirds of sales come from private-label brands and the balance from third-party branded merchandise distributed through owned storefronts, Zalando, Amazon, and limited physical retail.

The underlying technology stack consists of proprietary multi-brand e-commerce platforms shared across the three retail brands, a proprietary payment brand (Elpy) integrated across all stores, and an in-house AI/data capability focused on process automation, customer targeting, and campaign production. Distribution combines owned digital storefronts (over 90% of sales), third-party marketplaces, a small footprint of physical stores, and a multi-channel marketing engine using Meta, Google, designer collaborations, and influencer partnerships.

Revenue is generated almost entirely through one-time retail transactions priced individually (entry-level items from approximately 149 SEK to premium items around 2,999 SEK), with no subscription model disclosed. Full-year 2025 net sales were SEK 3,463.7 million with adjusted EBITA of SEK 219.0 million (6.3% margin), an improvement of nearly SEK 300 million year-over-year. The group is controlled by a shareholder consortium (Sissener, Storm Capital, Morten E. Astrup, Pareto — approximately 59% of shares), recently refinanced through a SEK 400 million revolving credit facility with DNB Sweden, and is preparing for an IPO on Nasdaq Stockholm in 2026 after rejecting an indicative takeover bid of SEK 76.50 per share.

Name

Ellos Group AB

Legal name

Ellos Group Sweden AB

Website

https://ellosgroup.com

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Ellos Group AB is a Nordic e-commerce operator headquartered in Borås, Sweden, running four owned brands — Ellos (fashion), Jotex and Homeroom (home furnishings), and Elpy (payment) — that serve approximately 2.9 million active customers across the Nordics and selected European markets with private-label and third-party merchandise.

Ownership category

akta.pro rank

Headquarters

HQ city

Borås

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. E-commerce Product Sales: Ellos Group generates the majority of its revenue through direct online sales of fashion and home furnishings across its owned e-commerce platforms (Ellos, Jotex, Homeroom). Products include private-label brands (~2/3 of sales) and third-party branded merchandise. The company also generates revenue through physical retail stores.
2. Marketplace and Platform Sales: Sales of private-label products through third-party platforms such as Zalando and Amazon, representing growing revenue from European markets outside the Nordic region.
3. Private Label Brand Sales: Ellos Group's own brands constitute approximately two-thirds of total sales, providing higher margins than third-party branded merchandise. The company develops its own fashion and home collections targeting the woman in mid-life.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Ellos Group operates multi-brand e-commerce platforms (Ellos for fashion and home, Jotex for home furnishings, Homeroom for home décor) selling a mix of private-label and third-party branded products to consumers in the Nordic region and selected European markets. The group also operates its own payment brand, Elpy, integrated across its platforms, and supports online sales with selective physical retail stores and third-party marketplace listings on Zalando and Amazon.

Product overview

Ellos Group AB operates a multi-brand e-commerce platform strategy comprising three online shopping destinations — Ellos (primary fashion and home e-commerce), Jotex (home furnishings), and Homeroom (home décor) — supported by the group's own payment brand, Elpy. The group serves the Nordic region and selected European markets, with expansion into Germany and the Netherlands in 2025. The platforms collectively target women in mid-life and her family, offering a mix of private-label and external brands.

Differentiator

Problem solved

Functional benefit

Brands

• Ellos: Primary fashion and home furnishings online store targeting women in mid-life
• Jotex
• Homeroom
• Elpy

Products and services

• Ellos Primary e-commerce platform and flagship brand of Ellos Group, offering fashion and home furnishings for women in mid-life, her family and home; the main shopping destination across the Nordic region with expansion into Germany and the Netherlands in late 2025.
• Jotex Leading Nordic home furnishings e-commerce brand offering own-designed assortments of indoor and outdoor décor, textiles, furniture, lighting and accessories to consumers in the Nordic region and selected European markets.
• Homeroom Home furnishings e-commerce platform within the Ellos Group portfolio, offering curated décor and furnishing products online and through a physical store in central Gothenburg.
• Elpy Ellos Group's proprietary payment brand integrated across the group's e-commerce platforms, enabling customers to use a unified payment solution when shopping at Ellos, Jotex and Homeroom.

Quantifiable outcome

• Adjusted EBITA improved by nearly SEK 300 million in 2025 compared to the previous year
• +2 more outcomes

Named customers3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature3 records

Partnerships

Six partnerships are on record, tiered minor.

• Cancerfonden (Swedish Cancer Society)minorOthersEllos Group is a proud partner of Cancerfonden and conducted a charitable campaign with Jessica Frej, supporting cancer research and awareness.
• WOW FoundationminorStrategic or Co-development PartnerWOW Foundation partnership focuses on integration and empowering women. Ellos Group contributes through mentorship, networking activities, and programs supporting women's path to employment and financial independence.
• Räddningsmissionen (Klädrätt)minorStrategic or Co-development PartnerSocial clothing initiative where Ellos Group donates surplus products, returns, and unsold items to Räddningsmissionen's Klädrätt store, which sells them at heavily reduced prices to households in economic distress. Collaboration started June 2025 with 550 kg of clothing donated by year-end.
• ZalandominorChannel Partner/ Reseller/ DistributorZalando serves as a third-party marketplace where Ellos Group's private-label brand products are distributed outside of their own e-commerce channels in European markets.
• AmazonminorChannel Partner/ Reseller/ DistributorAmazon serves as a third-party marketplace where Ellos Group's private-label brand products are distributed outside of their own e-commerce channels.
• The Industry We Want NetworkminorStrategic or Co-development PartnerEuropean retail collaboration network where Ellos Group actively contributes. The network aims to create a common OECD-aligned due diligence process and standardize Human Rights Due Diligence (HREDD) data collection, reducing duplicate reporting and strengthening transparency for future CSRD compliance.

Scale indicators9 records

Recent moves10 records

Expansion highlights6 records

Broad incumbents

• Wayfair Inc. Global online home furnishings retailer. Comparable to Ellos Group's Jotex and Homeroom businesses in product category and pure-play e-commerce model, though operating at much larger scale and primarily outside the Nordics.
• Amazon Europe: Global e-commerce marketplace that is both a competitor and a marketplace partner for Ellos Group's private-label brands. Relevant as the dominant third-party platform shaping Nordic and European online retail.
• IKEA (Inter IKEA Group): Swedish-headquartered global home furnishings giant and Ellos Group's largest indirect competitor in the home category (alongside Jotex and Homeroom). Overlaps in furniture, décor, and textiles but with a different price point and store-led model.
• Zalando SE: Europe's largest online fashion platform and a marketplace partner for Ellos Group's private-label brands. Overlaps directly in fashion e-commerce but operates at significantly larger scale and across more categories than Ellos.
• H&M Group (Hennes & Mauritz): Swedish-headquartered global fashion retailer with a large Nordic customer base and rapidly growing e-commerce operations. Competes with Ellos for the same mid-life demographic across both online and physical channels.
• KappAhl AB: Nordic-headquartered family-focused fashion retailer with both physical stores and online channels. Comparable in Nordic customer base and family/mid-life demographic, though with a stronger physical retail footprint than Ellos.

Direct peers

• Nordic Nest (formerly RoyalDesign): Nordic online home furnishings and design retailer. Directly comparable to Jotex and Homeroom in product category, Nordic customer base, and direct-to-consumer e-commerce model.
• Boozt AB: Nordic-headquartered multi-brand online fashion and lifestyle retailer listed on Nasdaq Stockholm. Closest direct comparable to Ellos Group in geography, customer demographic (mid-life consumers), and multi-brand D2C e-commerce model.
• NA-KD.com: Swedish online fashion retailer competing in similar Nordic fashion e-commerce territory. Comparable direct-to-consumer model and category focus, though with a different aesthetic and price positioning.
• ASOS plc: UK-based pure-play online fashion retailer targeting a similar demographic. Comparable in business model (online-only multi-brand fashion) though ASOS is younger-skewing and Ellos is more mid-life focused.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/ellosofficial
• Facebookfacebook.com/ellos
• LinkedInlinkedin.com/company/ellos-group

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries5 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ellos Group AB