Launched in 2009 by Nitin Passi, Missguided specialises in fast fashion for 16-24-year-old women, similar to competitors PrettyLittleThing and Boohoo. It launched its menswear label Mennace in 2017. Headquartered in Manchester, Missguided has dedicated sites in the USA and Canada, Australia and New Zealand, France, Germany, Ireland, Poland and Spain, plus a pan-European site. It has trialled physical stores, opening concessions in department store Selfridges in 2015 and its first standalone store in Westfield Stratford in 2016. It has since shut all stores except one in Bluewater shopping centre. It was bought out of admnistration by Frasers Group in 2022.