The partnership brings Nasty Gal products to over 250m Amazon customers in the US. Credit: Debenhams Group/Threesixty.

The partnership introduces the Nasty Gal brand to Amazon Fashion, offering over 250m US Amazon customers access to 172 items, including denim, co-ords, swimwear, and festival wear.

Debenhams Group plans to introduce new stock monthly, aligning with the holiday season’s demands.

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Customers will also benefit from Prime delivery on Nasty Gal products, facilitating quick access to the latest fashion items.

This initiative marks a critical step in Debenhams Group’s strategy to expand its global footprint by leveraging a marketplace-led model.

Debenhams Group CEO Dan Finley said: “Partnering with Amazon Fashion opens up our brands to one of the largest customer bases in the world, giving millions of US shoppers easy access to Nasty Gal’s latest collections at the click of a button.

“This collaboration is an important step in our strategy to scale internationally, and it reflects the strong appetite we’re seeing for British fashion among younger American consumers. We’re excited to build on this momentum with Amazon as we continue to grow our presence globally.”

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The collaboration also coincides with a period of transformation for Nasty Gal since its acquisition by Debenhams Group in 2017, following an administration filing.

In addition to this expansion, Debenhams Group recently announced plans to introduce other popular British fashion labels such as Coast, Warehouse, Oasis, and Karen Millen on major US online marketplaces like Macy’s, Bloomingdale’s, and Nordstrom.

In August this year, the company announced a plan to offload PrettyLittleThing from its brand portfolio. This comes as its revenue declined 12% in fiscal 2025, with figures dropping from £902m to £790m over the year.

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