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Exclusive: Missguided to launch franchise stores in the Middle East

Missguided has teamed up with retail group Azadea to launch franchise stores and an online offer in the Middle East.

The Manchester-based etailer plans to roll out stores, websites and a click-and-collect service in United Arab Emirates, Qatar, Saudi Arabia, Kuwait, Bahrain, Jordan, Lebanon and Egypt.

Missguided initially launched in the UK in 2009, and the franchise agreement is the next step in the company’s global expansion plan. It has already launched online into many international markets, among them France, Germany and the US.

Nitin Passi, CEO and founder of Missguided said: “We are thrilled to introduce Missguided to the Middle East with a forward-thinking and creative fast-fashion experience. Alongside our partner Azadea, we will deliver a multi-touchpoint shopping journey with unique fashion concepts for every element of life.”

Azadea Group chief executive Said G Daher added: “We are proud to be the chosen partner to establish Missguided’s presence across the Middle East. Delivering differentiated concepts has been a core mission of ours for the past 40 years and our partners are essential for making this happen. With our shared values, millennial mindset and organisational excellence, we will create an exceptional lifestyle experience for our customers.”

Azadea Group is a lifestyle retail company thathas been operating across the Middle East and north Africa for 40 years. It currently owns and operates more than 50 international franchise concepts in fashion and accessories, food and beverage, home furnishings, sporting goods, multimedia, and beauty and cosmetics.

Missguided opened its first store in Westfield Stratford City in November 2016, a second UK store followed in Bluewater shopping centre in June last year. 



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