Missguided is a UK-based multi-channel retailer selling clothes aimed at 16-35 year old women. The company’s collections include tall, petite, plus size, lingerie and nightwear ranges. Sales for the financial year ending March 31, 2017 were £206 million, growing 75% year-on-year. Missguided’s headquarters were in Salford, Manchester until 2015 when they moved to Trafford Park where the company claimed to have the ‘coolest office in the world’. Missguided have also launched a menswear brand called Mennace, delivering through their website.
Missguided was first established in 2009 by Nitin Passi who remains the sole owner of the company.
Since its launch, the online retailer has experienced rapid growth in the UK and has expanded into USA, Australia, France and Germany. In 2015, the company signed a seven-year deal with XPO (formerly Norbet Dentressangle) to manage its international e-Fulfilment operation.
In March 2015 Missguided launched in US department store Nordstrom through their online and in store channels, followed by a concession at Selfridges Trafford Centre in June. In November, the second UK bricks-and-mortar store was opened within Selfridges Manchester Exchange Square and the third was opened in Selfridges in Birmingham in March 2016.
Missguided also partnered with ASOS.com in May 2015, and currently sells over 900 pieces through the online retailer.
During September 2015, the company introduced tall and petite lines which each featured around 70 pieces each, following its plus size collection in November 2014. For Winter 2015 the company launched a range of collections including lingerie, nightwear, a new denim collection as well as a premium collection called Peace & Love.
In November 2015, Missguided launched a ‘social TV’ campaign with Mediacom Manchester.
Missguided launched a shopping app for iOS in March 2016, which included a Tinder-inspired tab called ‘swipe to hype’.
In May 2016, Missguided launched a range of wedding dresses. The collection was made up of 19 pieces for brides and bridesmaids.
In September 2017, Missguided announced the launch of brother label Mennace with online & pop-up physical stores.