Nasty Gal
Debenhams Group (formerly Boohoo Group) · United States
Nasty Gal is a womenswear fashion brand that started in 2006 as an eBay vintage store run by Sophia Amoruso in California. Since 2017 it has been part of the group now trading as Debenhams Group, formerly Boohoo Group, and it sells mainly online.
| Founded | 2006 |
|---|---|
| Founder | Sophia Amoruso |
| Owner | Debenhams Group (formerly Boohoo Group) |
| Origin | Los Angeles, United States |
| Segment | Mass market and fast fashion |
| Main channel | Online |
| Website | nastygal.com |
What is Nasty Gal?
Nasty Gal is an online-first womenswear brand aimed at young women. It began in Los Angeles and is now one of the brands held by the UK-listed group that rebranded from Boohoo Group to Debenhams Group in March 2025.
History
Sophia Amoruso founded the business in 2006 as an eBay store called Nasty Gal Vintage, selling secondhand clothing. It later moved into its own online shop and own-label fashion, and the company moved to Los Angeles in 2010. Index Ventures invested $40 million in August 2012, after a $9 million investment earlier that year. By 2012 a distribution centre had opened in Shepherdsville, Kentucky, and the brand shipped to customers in more than 60 countries.
Sheree Waterson became chief executive in January 2015 with Amoruso continuing as founder and executive chairman. The company filed for bankruptcy in 2016, and the Boohoo Group announced its purchase in February 2017, reportedly for $40 million. The 2017 Netflix series Girlboss, loosely based on Amoruso's book, was cancelled after one season.
Business model and distribution
Nasty Gal built its reputation online, but it also tried physical retail, with stores on Melrose Avenue in Los Angeles in 2014 and in Santa Monica in 2015, and a pop-up on Carnaby Street in London in 2017. Under its current owner it sits alongside Boohoo, boohooMAN, Karen Millen, PrettyLittleThing and MissPap in the group portfolio.
Why it matters
Nasty Gal is often cited as an early example of a social-media-era fashion start-up that scaled quickly online, then needed a rescue by a larger fast fashion group.
Frequently asked questions
Who owns Nasty Gal?
Nasty Gal is owned by the group formerly known as Boohoo Group, which rebranded as Debenhams Group in March 2025. Boohoo announced its purchase of the brand in February 2017.
Who founded Nasty Gal?
Sophia Amoruso founded Nasty Gal in 2006 as an eBay store called Nasty Gal Vintage, selling secondhand clothing.