Debenhams Group rapidly expands US reach with Amazon Fashion

Debenhams Group is continuing to push into the American market, this time in collaboration with Amazon, bringing Nasty Gal to Amazon Fashion US.

The partnership brings Nasty Gal to more than 250 million Amazon customers, including 172 pieces spanning denim, co-ords, swimwear and the statement festival looks that have become synonymous with the brand. Nasty Gal will drop new styles monthly via Amazon as it gears up for the holiday season. Plus, prime delivery will be available for last-minute shopping.

Amazon is supporting the launch with a dedicated marketing campaign, including exclusive homepage banners on Amazon Fashion US, as well as promotion across social media and email.

The move marks the latest phase in Debenhams Group’s international growth strategy, following its September rollout of Coast, Warehouse, Oasis, Nasty Gal and Karen Millen across major US department store sites, including Macy’s, Bloomingdale’s and Nordstrom.

Dan Finley, CEO of Debenhams Group, said: "Partnering with Amazon Fashion opens up our brands to one of the largest customer bases in the world, giving millions of US shoppers easy access to Nasty Gal’s latest collections at the click of a button. 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."

The deal comes amid a crucial turnaround for the Manchester-headquartered group, which has been working to revive growth after a period of heavy losses. Earlier this year, Debenhams reported a pre-tax loss of £263.3 million and a 17% drop in revenue to £1.22 billion for the year to 28 February.

Finley, who took the helm last year, has led an overhaul of the business, including cutting its workforce by 30% and securing £50 million in annual savings. The group has also been weighing the sale of PrettyLittleThing as it focuses on its core portfolio and global marketplace expansion.