Debenhams Group partners with Amazon Fashion on US Nasty Gal launch
Debenhams Group is continuing its US expansion by taking is Nasty Gal brand to Amazon Fashion.
The partnership will introduce Nasty Gal to over 250 million Amazon shoppers in the US, with 172 styles spanning denim, co-ords, swimwear, and the festival pieces the brand is known for. New stock will be launched monthly with Prime delivery available for all Nasty Gal products
Amazon has rolled out a new marketing campaign for the launch, with exclusive banners live on the Amazon Fashion US homepage.
The move marks a next step in Debenhams Group’s growth plans as it looks to take its youth-focused labels to new international audiences through its marketplace-led model.
Dan Finley, chief executive of Debenhams Group, 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.”
The collaboration follows the successful revival of Nasty Gal after Debenhams Group (formerly Boohoo Group) acquired the US brand in 2017 after it filed for administration.
