Founded by Nitin Passi in 2009, Missguided is a UK-based online fashion retailer aimed at 16-35 year old women. It is one of a number of fast-fashion online retailers to emerge from the Manchester/Lancashire area, which also include Boohoo and Miss Pap. The business experienced a number of years of fast growth but began to falter following a move into physical retail with high profile stores in Westfield Stratford and Bluewater in 2017. The Stratford store has since closed.
In the year to 1 April 2019 its accounts reveal that losses had spiralled to £43m after “prematurely” diluting the power of Passi, leading to issues with product selection and inventory. Sales were up to £216m from £205m.
Womenswear; Footwear; Accessories; Bags; Lingerie; Jewellery; Beauty; Activewear; Beachwear; Swimwear; Plus ; Tall; Petite; Beauty
UK; USA; EU; Canada; Australia; China; UAE
Nicola Tibbs (Head of Ecommerce)