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Nasty Gal opens debut store

By Danielle Wightman-Stone

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Retail

Online fashion retailer Nasty Gal has opened its debut retail location on Melrose Avenue in Hollywood, Los Angeles, as it looks to take the "conversation offline".

Known for its fashion-forward clothing, Nast Gal has taken a 3,500 square foot retail space to offer a curated selection of apparel, intimates, accessories, tech and gifts, as well as exclusive vintage pieces. It will also house a shoe salon, magazine library and a live cactus garden.

Designed by renowned architect Rafael de Cardenas, the debut store takes inspiration from concert stages with reflective surfaces and open, cage-like structures that suggest both exhibitionism and privacy. The store is centralised around the try-on experience, with a mirrored glass structure at the centre of the space which houses five fitting rooms, these rooms allow voyeuristic shoppers to try on clothes behind two-way mirrored doors, allowing them to see out with complete privacy.

Sophia Amoruso, Nasty Gal founder and CEO, said: "We've been having a dialogue with our gal for eight years this month and to celebrate that, we're taking the conversation offline.

"We are engineering shareable moments, both visual and experiential, into our stores. We are creating real-life social media by engaging the community we have built purely online. Where that goes is truly limitless."

Nasty Gal opens first boutique in Los Angeles

Known for regularly updating its website with new offerings, Nasty Gal will continue this model in its retail space by receiving new arrivals several times a week. However, the store merchandising will not only focus on the Nasty Gal heritage, but promote key product themes of the season.

Nasty Gal was founded by Amoruso in 2006, it started on eBay selling one-of-a-kind vintage pieces, which Amoruso sourced, styled, shot and ship worldwide before turning her auction shop into an e-commerce platform.

The online fashion store has grown exponentially each year since its inception and has served over one million customers in more than 180 countries, with about 25 percent of its sales occurring outside of the US, which is aided by its immense social media following with more than 1 million fans on both Facebook and Instagram.

The Nasty Gal retail store is located at 8115 Melrose Avenue, Los Angeles.

ne fashion retailer Nasty Gal has opened its debut retail lo