In a move to accelerate international expansion and introduce fresh partnership opportunities, WSG Brands—the intellectual property owner of Allbirds—has closed the acquisition of cult favorite label Nasty Gal from Debenhams Group. The deal was finalized at $16 million, with WSG Brands aiming to elevate Nasty Gal’s market presence through innovative licensing and collaborations.
$16 Million Sale Ushers In New Ownership for Nasty Gal
On Tuesday, WSG Brands officially unveiled the agreement that transfers Nasty Gal to its portfolio. This development continues the notable pattern of leadership change for Nasty Gal, the brand renowned for its offbeat and bold style. Debenhams Group, which many knew previously as Boohoo, set the selling price for Nasty Gal at $16 million and confirmed the sale aligns with their shift toward a more “marketplace-led business model that is capital-lite.”
During the last financial year, Nasty Gal recorded an impressive gross merchandise value of 12 million pounds (amounting to $16 million), alongside approximately 400,000 pounds in adjusted EBITDA. Debenhams noted that this level of performance had little significant impact on their broader business, paving the way for their decision to divest the label as they reorient their business model.
Nasty Gal’s Past Turbulence and Present-Day Repositioning
Over the last decade, Nasty Gal has navigated a series of ownership changes. The brand first entered bankruptcy protection in 2016, after which UK-based Boohoo emerged as the sole high bidder and purchased the label for $20 million in 2017. WSG Brands’ recent acquisition in 2024 marks a new phase for the company, seven years post-Boohoo purchase.
Sophia Amoruso, Nasty Gal’s founder, established the brand in 2006 by selling a combination of thrifted and, at times, shoplifted apparel on eBay. The company’s journey from online-only roots to opening its first physical location in 2014 set the stage for its products to appear at major retailers such as Nordstrom, Macy’s, Amazon, as well as Boohoo’s own site. Under new ownership, WSG Brands expects to further broaden Nasty Gal’s retail distribution and boost its global footprint.
Plans for Expansion and Licensing under WSG Brands
Jack Cheika, founder and CEO of WSG Brands, underlined how Nasty Gal enjoys “an incredibly strong identity and a level of cultural recognition that very few brands achieve.” He shared in a recent statement that the moment is ripe to help Nasty Gal win over a new demographic and achieve the vision to “expand Nasty Gal into a global lifestyle brand” while preserving its unique and original voice.
To support these ambitions, WSG Brands is set to pursue a series of licensing deals to widen Nasty Gal’s range of products. The categories under consideration, as per company announcements, include denim, footwear and bags, jewelry, activewear, swimwear, sleepwear, beauty, travel, and other lifestyle product lines.
WSG Brands has consistently grown by snapping up well-known names in the lifestyle and apparel sector. In recent years, the company has not only partnered with American Exchange Group to acquire Allbirds, but also added iconic streetwear name Von Dutch to its holdings two years ago.
Nasty Gal Poised for Revival Under WSG Brands
As Nasty Gal transitions again, WSG Brands is positioning itself to enhance the brand’s appeal with international licensing, broader retail partnerships, and ambitious growth plans. The acquisition will draw upon WSG Brands’ history of breathing new life into fashion and lifestyle labels, with the goal of attracting both loyal fans and a new, global customer base for Nasty Gal.