WSG Brands, a global brand management firm specialising in the acquisition and growth of consumer brands, has acquired women's fashion brand Nasty Gal.

Under WSG Brands, Nasty Gal will focus on strengthening its core fashion business while expanding its global footprint, distribution, product categories and strategic partnerships.

"Nasty Gal has an incredibly strong identity and a level of cultural recognition that very few brands achieve. We see a tremendous opportunity to build upon that foundation, introduce the brand to a new generation of consumers and expand Nasty Gal into a global lifestyle brand while staying true to the attitude and individuality that have always defined it," said Jack Cheika, Founder and CEO of WSG Brands.

The brand's core consumer is fashion-forward, social-first and occasion-driven, with a strong presence across the USA, the UK and Europe.

WSG plans to build on this through a multi-channel strategy spanning direct-to-consumer, wholesale and international expansion, while leveraging licensing to extend Nasty Gal into new categories including denim, footwear and bags, jewellery, activewear, swimwear, sleepwear, beauty, travel and additional lifestyle categories.

Marketing will focus on creator partnerships, collaborations, social-first storytelling, experiential activations and cultural moments designed to reconnect Nasty Gal with its existing community while reaching a new generation of consumers.