Missguided today opens its first real-world store in the UK. The fast fashion retailer, founded in 2009, has operated until this year as a pureplay. Today it opens a new concession in Selfridges at the Manchester Trafford Centre.
The move takes forward Missguided’s focus on experimenting with the brand. “We’ve witnessed huge growth over the last six years and successfully expanded the business into new markets, which was a key priority,” said Nitin Passi (pictured), founder and managing director of Missguided. “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.”
The move follows on from Missguided’s launch in Nordstrom stores in the US last month. Passi says its move to launch a concession comes in response to customer demand in the UK.
The new 39 sq m concession will be positioned between Topshop and Warehouse in Selfridges. Product themes will change every four weeks in a reflection of the Missguided website.
Vicki Cain, general manager, Selfridges, said: “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.”
Missguided ranks as a Top250 company in the IRUK 500 research.