Boohoo keeps Nasty Gal brand in tact

Boohoo acquired Nasty Gal after the e-tailer turned to bankruptcy. After weeks of contemplating the fate of the vintage brand, Boohoo has confirmed that Nasty Gal will remain as its own brand in Los Angeles.

The Manchester-based online retailer confirmed its purchase of the company on Tuesday, February 28. The company acquired Nasty Gal for 20 million dollars, after eyeing the e-tailer for a couple of months. Boohoo currently also has a portfolio of brands including Pretty Little Thing and Boohoo.com. Boohoo had stated previously that Nasty Gal would continue as its own brand, but plans were never confirmed of what would happen after the merger.

According to WWD, a team of employees from Nasty Gal will remain in Los Angeles in order to preserve the brand’s vision. The company will also expand globally and continue forward with the Nasty Gal brand. Nasty Gal will continue to produce apparel, footwear, and accessories under its name through the acquisition of Boohoo. “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,” joine chief executive officer of Boohoo Group, Carol Kane, told WWD. Kane also serves as interim chief executive of Nasty Gal currently.