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First look: Missguided roars into Westfield Stratford City

Fast fashion brand Missguided has opened its hotly anticipated first flagship store at the Westfield Stratford City shopping centre in east London. 

The 20,000 sq ft unit is the etailer’s first standalone store and marks the start of a rapid bricks-and-mortar rollout whereby further openings are planned in high footfall areas around the UK. 

Missguided worked with agency Dalziel & Pow on the design of the store, which chief executive Nitin Passi said was an attempt to stand out on an increasingly homogeneous high street. Passi also revealed Missguided would stand firm on discounting in the run-up to Black Friday, running promotions online but refusing to reduce prices in the new store. 

The Manchester-based company was launched in 2009 and currently operates concessions at Selfridges’ Manchester and Birmingham branches. 


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