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Debenhams Group has expanded its US presence through a new partnership with Amazon, which will see Nasty Gal brought to Amazon Fashion. The move will see the brand brought to over 250 million Amazon customers in the US, offering 172 items including denim, co-ords, swimwear and festival wear.
Amazon has launched a dedicated marketing campaign to support the rollout, including promotional banners on the Amazon Fashion US homepage and additional features across social media channels such as Instagram as well as Amazon emails.
New stock will be added monthly, with US shoppers able to access Prime delivery on Nasty Gal products ahead of the holiday season.
Debenhams Group said the move formed part of its broader plan to grow its global footprint by expanding access to its labels through online marketplaces.
Dan Finley, CEO 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 partnership follows the revival of Nasty Gal, which Debenhams Group – formerly Boohoo Group – acquired in 2017 after the US brand entered administration. Since then, the group has repositioned it as a popular womenswear label known for vintage-inspired and statement fashion.
