Missguided is gearing up to open its first flagship store at the Westfield Stratford City shopping centre in east London next week.
The 20,000 sq ft store will open to the public on 23 November. It marks the first in a series of openings up and down the country, including three pegged for early next year.
Chief executive Nitin Passi previously told Drapers the young fashion firm wants to open in “all the top shopping centres and high streets across the UK” in the longer term.
“One of the things that I think will make [our stores] stand out is the speed of our production and how quickly we can get trends into stores,” he said earlier this year.
Missguided was established as a pureplay etailer in 2009, and is based in Trafford Park, Manchester.
It made its bricks-and-mortar debut in the UK last year, opening a concession in the Selfridges at Manchester’s Trafford Centre. Two more followed in the Selfridges in Manchester Exchange Square and in Birmingham.