Inside the Nasty Gal store on Melrose Avenue.


DONE DEAL: Nasty Gal will live on as a pure player based in Los Angeles, according to its new British owners, Boohoo Group.

Boohoo, which on Tuesday confirmed it had finalized the purchase of the bankrupt online retailer, said a core team of original Nasty Gal employees would remain in LA to ensure the DNA of the brand is preserved. The company added that Boohoo’s internal teams across LA, New York, London and Manchester would be celebrating the merger today.

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As reported on Feb. 9, Boohoo.com acquired Nasty Gal for $20 million with plans to consolidate it as of March 1. Nasty Gal will join the Boohoo portfolio of brands, which includes Boohoo.com and Pretty Little Thing. The company said Nasty Gal would continue to produce apparel, shoes and accessories under its own brand. Exclusive ranges are in the pipeline.

In Dec., Boohoo.com also bought a controlling stake in the fast fashion website Pretty Little Thing for 3.3 million pounds, or $4 million, at current exchange.

“We are thrilled to have Nasty Gal as a part of our family, and are excited by the opportunity to expand the company into international markets,” said Carol Kane, Boohoo Group joint chief executive officer and the interim chief executive of Nasty Gal.

“This is a distinctive brand with a fiercely loyal customer base, and we are committed to preserving that as we move forward into a new chapter.”

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