Value etailer Missguided is making its first move into UK physical stores by launching a concession with premium retailer Selfridges.

Missguided concession at Selfridges

The etailer will open its first UK concession today next to Topshop and Warehouse in the Trafford Centre’s Selfridges store in Manchester.

The 420 sq ft concession will offer Missguided clothing and a selection of footwear and accessories. The partnership will see the products change every four weeks, reflecting the fast change of fashion on the Missguided website.

Founder and managing director of Missguided, Nitin Passi said: “We’ve witnessed huge growth over the last six years and successfully expanded the business into new markets which was a key priority. Our focus now is all about experimentation with the brand, trying new and innovative ways to engage a wider market and allowing consumers more diverse ways to shop and interact with Missguided. 

“We’re really excited to be offering our first physical in-store collection for UK consumers. Our launch in Nordstrom stores in the US last month has already been extremely popular and we’ve had much demand from customers in the UK to do something similar.” 

The etailer launched its first physical concession in the US retailer Nordstrom in April.

Vicki Cain, general manager, Selfridges added: “We’re delighted to be welcoming a fresh, fast fashion brand like Missguided to Selfridges and anticipate that the collection will sell very well in our Manchester stores.

“Selfridges is the destination for fashion firsts and we are excited to be the first retailer to partner with Missguided to create an in-store destination where customers can see and shop product.”