Ellos Group is a Swedish home shopping and e-commerce company headquartered in Borås, Sweden. Ellos Group has operations mainly in the Nordics along with other European countries. History. Ellos was founded in 1947 by Olle Blomqvist and Lars Gustafsson. They wanted their company to be named "LO:s," from their names, but were not allowed to register the name as LO already used it. There is a rumour that name "Ellos" was Olle's name backwards with a genitive "s" at the end, first popularised with the widely popular Swedish talk show Hylands hörna.
https://en.wikipedia.org/wiki/Ellos