Debenhams Group Sells Nasty Gal to WSG Brands as It Pursues a Leaner, Efficient Marketplace Model

Debenhams Group Sells Nasty Gal to WSG Brands as It Pursues a Leaner, Efficient Marketplace Model

Tue, September 15, 2026 at 7:17 PM GMT+3 2 min read

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LONDON — As part of a strategic rethink, Britain's Debenhams Group has sold the Nasty Gal brand, including the global intellectual property rights, to White Space Group New York, for $16 million in cash.

Debenhams, formerly known as Boohoo Group, bought Nasty Gal out of bankruptcy in 2017, paying around $20 million in cash. It relaunched the American brand, which started life as an eBay vintage clothing boutique and later became a fast-fashion retailer, and helped it achieve profitability.

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Debenhams said that in 2026, Nasty Gal generated gross merchandise volume of 12 million pounds and had an adjusted earnings before interest, taxes, depreciation and amortization of 400,000 pounds.

It described Nasty Gal as "noncore and not material to the group" and added that the transaction "aligns with our strategy of transitioning to a marketplace-led business model that is capital-light, stock-light, cost-light and cash generative."

Debenhams has said its ambition is for its beefed-up marketplace to represent "well over 50 percent" of gross merchandise value.

It added the disposal "further strengthens the balance sheet" following the 90-million-pounds sale of the automation in the group's Sheffield, England, distribution center and reassigned the lease to Primark.

Dan Finley, group chief executive officer, said, "Our turnaround continues at pace. The disposal of Nasty Gal, a noncore asset, aligns with our strategy and further strengthens the balance sheet."

WSG, a brand management firm, owns Von Dutch and women's fashion brands Vintage Havana and Surf Gypsy. It also co-owns the intellectual property for Allbirds, with American Exchange Group. It specializes in managing and preserving the legacy of well-known brands, providing them with marketing, design and licensing support.

Following the Sheffield sale, Debenhams said it was entering into an agreement with a global 3PL provider that will enable it to fulfill its stocked product as efficiently as ever, and will allow the group to scale its Delivered by Debenhams fulfillment proposition "beyond fashion."

Debenhams said it returned to GMV growth in the first quarter and growth has accelerated in the second quarter. It will release a trading statement for the first half later this week.

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