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Missguided records sales of £14.7m for 2011

Young fashion etailer Missguided made total annual sales of £14.7m for 2011, the company announced today.

The firm, voted ‘Drapers Best New Etailer’ last year, said its sales were up 380% on 2010, with the run up to Christmas contributing to 15% of sales.

November sales stood at £1.8m, up 240% on 2010, while December turnover peaked at £2.2m, up 355% on the previous year.

January sales fell to £1.5m, but were an increase of 448% on 2010.

Nitin Passi, founder and chief executive of Missguided said:

“While we are still a young business, we have strategised effectively in all the right areas – marketing, buying, design, website aesthetic and functionality, PR and social media - bucking the trend for declining consumer confidence with considered insight into what our audiences want. As January figures indicate, our fourth year promises to be our most exciting yet.”

Missguided is planning expansion into France and Germany later this year.

Last July, the young fashion etailer said it had passed the £1m sales mark for the first time in June as a result of an improved customer journey and high profile marketing initiatives.


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