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 and Lancashire area, which also includes Boohoo and Miss Pap. In 2022, Missguided was purchased by Frasers Group.
In October 2023, Chinese-founded fast-fashion giant Shein made its first acquisition in the UK, buying Missguided for an undisclosed amount.
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