Debenhams Group collaborates with Amazon to drive US expansion

Debenhams Group is continuing its US expansion with a new collaboration with Amazon, bringing Nasty Gal to Amazon Fashion.

The collaboration brings Nasty Gal to over 250 million Amazon customers in the US, offering 172 items spanning everything from denim and co-ords to swimwear – as well as the festival wear for which the brand has become well known.

Amazon has rolled out a new marketing campaign for the launch, with exclusive banners live on the Amazon Fashion US homepage. Shoppers can also discover style inspiration through additional social channels like Instagram posts, Amazon emails and more.

New stock will be launched monthly, ensuring US shoppers can purchase the latest styles and keep wardrobes up to date as the holiday season approaches. Prime delivery will be available for Nasty Gal products.

The move marks an important step in Debenhams Group’s global growth, bringing its youth-focused labels to new international audiences through its marketplace-led model.

Dan Finley, CEO of Debenhams Group, 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.”

This collaboration comes amid the successful revival of Nasty Gal. The Group (formerly Boohoo Group) bought the US brand in 2017 after it filed for administration and has since transformed it into a go-to fashion destination for women, known for its statement pieces and vintage-inspired looks.