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Pictured above: Sheree Waterson(left) and Sophia Amoruso(right)
Nasty Gal announced a $16 million Series C round today led by former Apple retail store chief Ron Johnson, who will also become a member of the company’s board of directors. Index Ventures, who led the company’s $40 million Series B round in 2012, also invested.
After stalled growth and lay-offs, the e-commerce fashion startup is looking to reignite its expansion. Nasty Gal founder Sophia Amoruso recently passed her CEO duties to the company’s second-in-command Sheree Waterson. Amoruso is retaining her roles as executive chairman and head of creative and brand marketing for the company.
Amoruso founded Nasty Gal in 2006 selling used clothing on eBay. The company now has its own website and label, but still sells vintage clothing. Known for its edgy apparel and provocative messaging Nasty Gal has done well branding itself not just as an online retailer, but as a lifestyle company via savvy social media and online content marketing campaigns. At the center of Nasty Gal’s brand is founder Amoruso who personifies the company, including in a New York Times best selling book she wrote called #GirlBoss.
After an up and down year, Nasty Gal is looking to pickup speed again. When it comes to new investors, Johnson is a much-appreciated boost.
“Over the past 18 months Ron has become a valued mentor and friend. I can’t imagine anyone more qualified to support our growth in this next phase,” said Amoruso in a statement. “This move will allow him to get significantly involved with Nasty Gal to help us succeed in our next phase of growth.”
That next phase of growth includes expansion of physical retail stores. Recently, Nasty Gal launched a store on Melrose Avenue in Los Angeles. Sometime in 2015, the company said it has plans for a Santa Monica location as well. Physical retail operations are a difficult business to master. Johnson’s success designing and expanding Apple’s retail stores could be a big help to Nasty Gal’s efforts.
But first Nasty Gal will be taking a measured and gradual approach to store expansion.
“We don’t have an aggressive rollout planned,” said Amuroso in an interview with Re/code. “We want to get another one open, learn a lot and then hopefully destroy everyone.”
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