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 and discarded plans to open around 30 stores across the UK. It teamed up with retail group Azadea to launch stores and online in the Middle East. Boohoo relies heavily on social media influencer marketing and celebrity collaborations. The fast-fashion brand partnered with Asos in 2015, selling many of its products through the platform.
Missguided founder Nitin Passi has returned to the business as chief executive, eight weeks after he stepped down from the role.
After months of twists and turns, Frasers Group and its chief executive Michael Murray swooped in to snap up Missguided out of administration. With his first move to reappoint founder and chief executive Nitin Passi, can this new dream team turn things around?
Missguided has called in administrators after failing to secure a buyer.
Fashion etailer Missguided is on the edge of collapse after creditors filed a winding-up petition.
Several retailers are considering takeover bids for Missguided after the etailer admitted it was exploring “strategic options” for its future.
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