Published
October 16, 2025
Debenhams Group’s quest for US expansion has taken a big step forward via a new collaboration between its value fashion brand Nasty Gal and Amazon Fashion.
That means Nasty Gal’s now available to over 250 million Amazon customers in the US, offering 172 items spanning denim and co-ords to swimwear “as well as the festival wear for which the brand has become well known”.
Accordingly, 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 including 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”, they said.
Amazon’s 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”, the company said.
Dan Finley, CEO of Debenhams Group (formerly Boohoo Group), added: “Partnering with Amazon Fashion opens up our brands to one of the largest customer bases in the world. 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.”
Debenhams Group also said the collaboration “comes amid the successful revival of Nasty Gal”.
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