WSG Brands Acquires Nasty Gal from Boohoo for $16M
WSG Brands, one of the new owners of Allbirds, has acquired fashion brand Nasty Gal from U.K.-based Debenhams Group (formerly known as Boohoo) for $16 million. The sale marks a strategic shift by Debenhams to transition into a marketplace-led business model that is capital-efficient. Nasty Gal generated approximately £12 million ($16 million at press time) in gross merchandise value last year and reported an adjusted EBITDA of £400,000. Founded in 2006 by Sophia Amoruso, who began as an eBay seller, Nasty Gal has expanded its retail presence to include Nordstrom, Macy's, Amazon, and Boohoo. WSG Brands plans to expand the brand’s global footprint through new product categories such as denim, footwear, bags, beauty products, activewear, swimwear, sleepwear, travel items, and other lifestyle offerings—largely via licensing agreements. This acquisition follows earlier deals by WSG Brands, including a partnership with American Exchange Group for Allbirds and the purchase of streetwear brand Von Dutch two years ago. The company aims to build on Nasty Gal’s cultural recognition while introducing it to new consumers.
Topics: acquisition brand strategy retail