Press commentary on Dolls Kill, a digitally-native brand for women’s apparel and accessories that plans to use its new capital influx to expand its physical footprint. Read the full article

On the lessons Dolls Kill should learn from Nasty Gal, a like-minded digitally-native brand:

Dolls Kill is sometimes likened to Nasty Gal, founded in 2006 by Sophia Amoruso. Nasty Gal had filed for bankruptcy protection in 2016 after raising tens of millions of dollars from investors and reportedly spending heavily on marketing; two storefronts in L.A.; a downtown L.A. headquarters that quadrupled the size of an earlier HQ; and a fulfillment center in Kentucky.

At the time, industry analyst Richie Siegel told the L.A. Times that a central challenge to the company’s growth was Nasty Gal’s target market, suggesting that there is a ceiling to the number of women to whom a brand like Nasty Gal appeals. The company, since acquired by British online retailer Boohoo, continues as an online business only.