Allbirds' co-owner WSG Brands acquires Nasty Gal
Nasty Girl has returned to U.S. ownership.
The U.K.’s Debenhams Group has completed the sale of the fashion brand to New York brand management firm White Space Group (operating as WSG Brands) for a reported $16 million. Debenhams, which was formerly known as Boohoo Group, bought Nasty Girl out of bankruptcy in 2017 and relaunched the business.
Founded in 2006 by Sophia Amoruso, Nasty Girl started out as an eBay store. In 2008, the brand moved to its own destination site, where it gained a strong following among young women in search of the latest edgy fashions.
Based in Los Angeles, Nasty Girl opened its first physical store in 2014, and another in 2015, both in the LA area. But the high-flying company was brought down to earth amid increasing competition and rapid expansion, and filed for bankruptcy in 2016.
The acquisition follows WSG Brands' 2024 acquisition of Von Dutch and its 2026 acquisition of Allbirds in partnership with the owner of Aerosoles, the American Exchange Group.
WSG Brands said Nasty GIrl will enter its next phase of growth with a renewed focus on strengthening its core fashion business while expanding its global footprint, distribution, product categories and strategic partnerships, the company said.
Under WSG Brands, Nasty Gal will enter its next phase of growth with a renewed focus on strengthening its core fashion business while expanding its global footprint, distribution, product categories and strategic partnerships, the company said.
"Nasty Gal has an incredibly strong identity and a level of cultural recognition that very few brands achieve," said Jack Cheika, founder and CEO of WSG Brands. "We see a tremendous opportunity to build upon that foundation, introduce the brand to a new generation of consumers and expand Nasty Gal into a global lifestyle brand while staying true to the attitude and individuality that have always defined it."
WSG said it plans to build on Nasty Girl’s foundation through a multi-channel strategy spanning direct-to-consumer, wholesale and international expansion, while leveraging licensing to strategically extend Nasty Gal into new categories. Opportunities include denim, footwear and bags, jewelry, activewear, swimwear, sleepwear, beauty, travel and additional lifestyle categories.
Marketing will play a central role in the brand's next chapter, according to WSG, with a focus on creator partnerships, collaborations, social-first storytelling, experiential activations and cultural moments designed to reconnect Nasty Gal with its existing community while reaching a new generation of consumers.
