Debenhams Group is continuing its U.S. expansion with a new collaboration with Amazon, launching its Nasty Gal brand on Amazon Fashion.

The partnership will make the brand available to over 250 million Amazon customers in the U.S., offering more than 170 items ranging from denim, festival wear and co-ords to swimwear.

Dan Finley, CEO of Debenhams Group, said: “Partnering with Amazon Fashion opens up our brands to one of the largest customer bases in the world, giving millions of US shoppers easy access to Nasty Gal’s latest collections at the click of a button. This collaboration is an important step in our strategy to scale internationally, and it reflects the strong appetite we’re seeing for British fashion among younger American consumers.”

Amazon has rolled out a new marketing campaign for the launch, with exclusive banners live on the Amazon Fashion U.S. homepage alongside social promotion on Instagram and Amazon email marketing.

New stock will be launched monthly with Prime delivery available for all Nasty Gal products. The move marks another step in Debenhams Group’s global growth, bringing its youth-focused labels to new international audiences through its marketplace-led model.

Last month The Group announced it had partnered with Refined Networks to make its Coast, Warehouse, Oasis, Nasty Gal and Karen Millen brands available on Macy’s, Bloomingdale’s and Nordstrom online marketplaces.

Debenhams Group says the Amazon collaboration is part of its revival of Nasty Gal which The Group (formerly Boohoo Group) bought in 2017 after the brand filed for administration.