Debenhams Group, formerly Boohoo Group, has partnered with Amazon Fashion to launch Nasty Gal in the US.
The global online retail giant will sell over 170 of the youth-focused brand’s products, spanning from denim and co-ords to swimwear and festival wear, with new stock added to the site each month.
According to Debenhams, the move means over 250 million American customers will be able to shop Nasty Gal. The brand is also available via Prime delivery.
To celebrate the launch, Amazon has kicked off a new marketing campaign featuring exclusive banners live on its Fashion US homepage as well as style inspiration posts featuring Nasty Gal products on Instagram and via email.
Debenhams said the collaboration marks an “important step” in its international, specifically US, expansion plans. It follows the news that the retail group had signed a distribution deal to launch a number of its fashion brands online at Macy’s, Bloomingdale’s and Nordstrom.
Debenhams Group chief executive Dan Finley said: “Partnering with Amazon Fashion opens up our brands to one of the largest customer bases in the world, giving millions of US shoppers easy access to Nasty Gal’s latest collections at the click of a button.
“This collaboration is an important step in our strategy to scale internationally, and it reflects the strong appetite we’re seeing for British fashion among younger American consumers. We’re excited to build on this momentum with Amazon as we continue to grow our presence globally.”
Nasty Gal, which was founded in 2006, was acquired by Debenhams Group in 2017 after the US brand filed for administration.
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