Online retailer Nasty Gal opens second store

Santa Monica, Calif. -- Online fashion fave Nasty Gal has opened its second brick-and-mortar location, on Third Street Promenade in Santa Monica, California. At 6,500 sq. ft., the new store is nearly triple the size of the retailer’s first location, on Melrose Ave. in Los Angeles, which opened in late 2014.



Nasty Gal's signature edgy femininity is incorporated into every aspect of the storefront and interior design: from its vivid red and blush color palette to the industrial-chic fixtures. An oversized retro neon wall sign reading “I still remember what I was wearing when it happened” enhances the cool-girl vibe.



The store boasts an expansive full-service shoe salon and, similar to its Melrose counterpart, two-way mirrored fitting rooms (the customer can see out but no one can see in). The product assortment ranges from high to low, accessible to aspirational, with new styles coming in on a weekly basis. Racks of rare vintage finds from iconic designers including Moschino and Chanel are juxtaposed alongside current international and local designers.




Store associates, known as 'Nasty Gal Muses,' work with customers to offer a full-service personal shopping experience. 





"We are proud to introduce an entirely new format for Nasty Gal retail. Our Santa Monica store offers a broader range of styles as well as focused destination areas throughout. The team is psyched to meet our local fans and introduce them to the Nasty Gal tribe. What we are doing here is a movement," said Nasty Gal CEO Sheree Waterson.



Waterson, formerly president and chief product officer of Nasty Gal, moved into the CEO role at the beginning of January, when founder Sophia Amoruso relinquished the title (she remains executive chairman.



Similar to the retailer’s first store, the new Nasty Gal was designed by architect Rafael de Cardenas, and features his signature post-'80s aesthetic infused with Art Deco and Neo-modernist elements.