Missguided opens second standalone store at Bluewater

Online fast fashion brand Missguided has opened its second standalone bricks and mortar store at the Bluewater shopping destination in Kent.

The 16,200 sq ft store was designed by Dalziel & Pow and was conceived to bring the brand's online expression to life. Social media stands at the heart of the store which is designed to create a two-way conversation with Missguided's 18-35 year old connected customers.

Floor to ceiling digital screens stand at the entrance and above the cash desk to display the latest campaigns while an in-store shoe boutique is situated at the rear of the store. As with the website hundreds of new product lines will be added to the store each week.

Russell Loveland, Portfolio Director at Land Securities, which is co-owner and asset manager of Bluewater, said: “Missguided’s fast-paced approach to retail and engaging their customers makes them a very exciting addition to Bluewater. The anticipation surrounding the launch weekend was very high and the store has already been a great hit with our guests. Missguided’s decision to open a statement store at Bluewater as their first step outside the capital is also a great endorsement of our position as Europe’s leading retail and leisure destination.”

Missguided opened its first standalone store at Westfield Stratford earlier this year and said the move was part of an ambitious retail roll-out. It also has concessions in Selfridges Manchester and Birmingham.