Etailer Missguided has opened its first standalone store at Westfield Stratford City in London.

The 20,000 sq ft store, designed by Dalziel & Pow, is understood to be the first of many UK shops for the fast fashion brand.

Retail Week revealed earlier this year that Missguided had hired former Bench chief retail officer Andy Marsh as retail director and had brought on board former Abercrombie & Fitch UK property boss Richard Collyer on a consultancy basis, signalling its ambitions to roll out stores. 

Missguided has already launched concessions at Selfridges’ Manchester and Birmingham branches and within Nordstrom in the US.