Dive Brief:
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Just a few months after laying off several of its tech and public relations staff, edgy apparel and accessories e-retailer Nasty Gal has opened its first brick-and-mortar store.
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The store, which opened Nov. 21 on Melrose Avenue in Los Angeles with celebrities on hand, features two-way mirrors that allow customers to see into the store while in the dressing rooms, phone charging stations, quick iPad-assisted checkout, and other tech niceties.
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The merchandise includes the retailer’s own moderately priced apparel and accessories as well as vintage finds.
Dive Insight:
Nasty Gal, named after a 1975 Betty Davis album, has come a long way from its start eight years ago, when founder and CEO Sophia Amoruso first began selling her vintage finds (plus some shoplifted items) on her eBay marketplace page.
The opening of the e-retailer’s brick-and-mortar store starts a new chapter for the company. But it’s unclear if the store is intended to be a destination spot and physical presence, or if it will also serve as a sort of lab like Birchbox’s flagship New York City.
