Nasty Gal Growing Beyond Online Roots

Courtesy Photos

Nasty Gal is growing up.

The company will today launch its own line of footwear, Shoe Cult, and is also eyeing intimates and swimwear for next year. The e-commerce pure-play is even beginning to contemplate real-world retail outposts.

“Exclusivity is important for me,” said Sophia Amoruso, the 29-year-old cofounder, chief executive officer and creative director of Nasty Gal. “Our consumer knows it’s the only place they can get this. The modern girl is less concerned with everything being a brand name. The stuff we’re designing has better sell-through [than third-party designers], but we will always continue to carry other designers. This is just the sprinkling on top.”

If Nasty Gal continues to thrive and executes on its ambitious plans, the five-year-old company could become one of the first online pure-plays to transcend its roots and become a fully developed fashion brand for a new age.  For More

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