Two is better than one, especially in retail. Nasty Gal opened its second brick-and-mortar in Santa Monica, California on Friday.
The 6,500-square-foot space boasts an expansive full-service shoe salon, as well a mix of high and low price points, rare vintage finds from iconic designers like Chanel and Moschino and a selection of threads from international and local Californian designers. A team of style experts, known as the Nasty Gal Muses, will work hand-in-hand with customers to offer a personal shopping experience and help shoppers navigate the store’s vast assortment of clothing, intimate, swim, footwear and accessories.
The retailer, which got its start as an eBay store specializing in vintage clothing, stocks over-the-top styles from footwear brands like Jeffrey Campbell, Schutz, T.U.K., Miista and its own private label. On Thursday, Nasty Gal launched its collaboration with Teva, putting a party-girl spin on the outdoor brand’s adjustable sandals.
“We are proud to introduce an entirely new format for Nasty Gal retail,” said Nasty Gal CEO Sheree Waterson. “Our Santa Monica store offers a broader range of styles as well as focused destination areas throughout. The team is psyched to meet our local fans and introduce them to the Nasty Gal tribe. What we are doing here is a movement.”
The Santa Monica store takes design cues from its Melrose Avenue counterpart, with architect Rafael de Cardenas’ signature post-’80s aesthetic with Art Deco and Neo-modernist influences. And in keeping with Nasty Gal’s risqué branding, the store features two-way mirrored fitting rooms for voyeuristic fashionistas.
Sophia Amouruso, Nasty Girl founder, executive chairman and author of #GIRLBOSS, said, “I am so lucky to be in constant conversation with our girl — she’s helping us get this right and I am listening. We plan to apply this knowledge to what will eventually be a dominating retail presence with stores nationwide.”