Nasty Gal opens first brick-and-mortar

Online, global fashion destination, Nasty Gal, opened the doors to its first retail location in Hollywood, California.

The 3,500-sq.-ft. space, located at 8115 Melrose Avenue, offers a selection of apparel, shoes intimates, accessories, tech and gifts, as well as vintage pieces.

"We've been having a dialogue with our gal for eight years this month and to celebrate that, we're taking the conversation offline," said Sophia Amoruso, Nasty Gal founder and CEO.

The space, designed by architect Rafael de Cardenas, is inspired by concert stages, with reflective surfaces and open, cage-like structures.

To create an experience, the store will also feature a shoe salon, magazine library and live cactus garden. When in fitting rooms, customers will come face-to-face with a mirrored glass structure at the center of the space. The rooms will allow voyeuristic shoppers to try on clothes behind two-way mirrored doors—so the customer can see out, but others can't see in.

"We are engineering shareable moments, both visual and experiential, into our stores," said Amoruso. "We are creating real-life social media by engaging the community we have built purely online. Where that goes is truly limitless."

To keep items rotating similarly to online, the store will receive new arrivals several times a week.

Nasty Gal joins a growing number of originally pure-play e-commerce sites that are now opening brick-and-mortars. Recent examples include The Grommet, opening its first off-line space in Boston, and Crest & Co., debuting its first physical store in Manhattan.

For more:
-See this Nasty Gal press release

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