Brand management firm WSG Brands has acquired women’s fashion label Nasty Gal for an undisclosed amount.

Founded in 2006 by Sophia Amoruso as a small vintage clothing shop on Ebay, Nasty Gal has grown into a global brand known for its bold styles and distinctive point of view. The business has built a loyal consumer base around confidence, sensuality, and female autonomy, with a strong presence across the US, the UK and Europe. 

Under the new ownership, the brand will enter its next phase of growth with a focus on strengthening its core fashion business.

WSG is planning a multi-channel strategy spanning direct-to-consumer, wholesale and international expansion, while leveraging licensing to extend into new categories such as denim, footwear and bags, jewelry, activewear, sleepwear and beauty. 

Marketing will also play a central role, with a focus on creator partnerships, collaborations, and experiential activations to reach new consumers. 

“Nasty Gal has an incredibly strong identity and a level of cultural recognition that very few brands achieve,” said Jack Cheika, CEO of WSG Brands. 

“We see a tremendous opportunity to build upon that foundation, introduce the brand to a new generation of consumers and expand Nasty Gal into a global lifestyle brand while staying true to the attitude and individuality that have always defined it.” 

The deal follows WSG’s acquisition of Allbirds earlier this year.