Ellos fashion collection

Ellos is a historic Swedish fashion and lifestyle brand founded in 1947 by Olle Blomqvist in Borås, Sweden. The brand's name is a playful derivation of the founder's first name, "Olle," spelled backward with an added "s." Originally established as a mail-order business, it evolved into Scandinavia's leading online department store, specializing in effortless, modern Swedish design for women, men, and children, as well as home decor.

While the brand's design and headquarters remain rooted in Sweden, its manufacturing is diversified across various global geographies. The company utilizes a network of selected agents, importers, and manufacturers to produce its collections. In recent years, the brand has significantly expanded its international footprint, including launches in the United States, Germany, and the Netherlands. Ownership has transitioned several times; as of 2024–2025, the brand is owned by a group of Nordic institutional and private investors following a restructuring from its previous owner, Nordic Capital.