Annual Report 2010 - CDON Group
Annual Report 2010 - CDON Group
Annual Report 2010 - CDON Group
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8 <strong>CDON</strong> <strong>Group</strong> AB<br />
<strong>Annual</strong> report <strong>Report</strong> <strong>2010</strong><br />
Fashion<br />
Operations in the Fashion segment are conducted through online stores Nelly.com,<br />
LinusLotta.com, and Heppo.com.<br />
Nelly.com was founded in 2004. After its acquisition in 2007 by the <strong>CDON</strong> <strong>Group</strong>, the online store<br />
has undergone major structural improvements such as a complete redesign of its layout, new IT<br />
infrastructure, and improved warehouse logistics. Nelly.com has expanded rapidly with launches<br />
in Norway in June 2008, and in Denmark and Finland in October 2008. In October <strong>2010</strong>, a German<br />
version of Nelly.com was introduced, which marked the first expansion outside the Nordic region.<br />
Nelly.com is also currently being tested on the Dutch market. The product selection has<br />
broadened from its initial offering of lingerie, swimwear, and women’s clothing to include<br />
children’s and men’s clothing, as well as accessories and beauty products. In all, Nelly.com offers<br />
more than 500 external brands in all price ranges. In 2008, Nelly.com launched its own brands,<br />
including “Nelly”. The product range under the Company’s own brands has subsequently<br />
expanded to currently include an extensive range of shoes and accessories, as well as clothing and<br />
underwear.<br />
Linuslotta.com was already active in the Nordic market when the online store was acquired by the<br />
<strong>CDON</strong> <strong>Group</strong> in 2007. After its acquisition, Linuslotta.com was integrated into <strong>CDON</strong>’s<br />
infrastructure. Its product selection includes clothes and shoes for children, as well as maternity<br />
clothing. The online store targets pregnant women and parents of children ages 0-12.<br />
Heppo.com is an online retailer of shoes and shoe accessories. Its Swedish operations were<br />
launched in August <strong>2010</strong> and subsequently expanded to other Nordic regions in September <strong>2010</strong>.<br />
Heppo.com exemplifies how <strong>CDON</strong> takes advantage of existing IT infrastructure, logistic solutions,<br />
and internal know-how to found a new company with limited investment needs. The e-retailer’s<br />
product assortment includes a wide selection of quality shoes and shoe accessories from more<br />
than 100 different brands. The main target audience for the online store is men and women ages<br />
25–35.<br />
RUM21.se is the latest addition to the <strong>Group</strong> from 2011. RUM21.se was launched in 2006 in<br />
Borås, Sweden. Today it is a leading online retailer of designer-brand furniture and interior design<br />
products from well-known Scandinavian and European brands. RUM21.se also has a shop in<br />
Borås, Sweden. Its product selection consists of well-known designer products from leading<br />
Nordic and European manufacturers.<br />
Sports & Health<br />
Operations in the Sports & Health segment are conducted through the online stores<br />
Gymgrossisten.com (Fitnesstukku.fi in Finland) and Bodystore.com.<br />
Gymgrossisten.com was founded in 1996 and is today the leading online retailer of dietary<br />
supplements in the Nordics with just under five million visits in <strong>2010</strong>. Even with respect to the<br />
total market, Gymgrossisten.com holds a leading position. The <strong>CDON</strong> <strong>Group</strong> acquired<br />
Gymgrossisten.com and its Finnish equivalent, Fitnesstukku.fi, in 2008. The Company established
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