Missguided changes registered name following Frasers acquisition

Online fast fashion retailer Missguided has changed its registered business name following its acquisition by Frasers Group, the owner of Sports Direct and House of Fraser.

According to documents submitted to Companies House, the Manchester-based company will officially be known as MGL Realisations (2022) Limited, but will continue to trade as Missguided.

Frasers Group acquired the intellectual property of Missguided and other related firms Mennace Ltd and Missguided (IP) Ltd for £20 million.

The news comes after Founder Nitin Passi returned as the retailer's CEO after its rescue from administration. Passi founded the company in 2009 and originally announced in April 2022 that it was time for him to step down from his "day-to-day leadership" as the business "explores strategic partnership options."

CEO of Frasers Group, Michael Murray commented last month: “We are delighted to secure a long-term future for Missguided, which will benefit from the strength and scale of Frasers Group’s platform and our operational excellence. Missguided’s digital-first approach to the latest trends in women’s fashion will bring additional expertise to the wider Frasers Group.”