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Missguided poised to open first store in pipeline

Missguided is set to open its first store at east London shopping centre Westfield Stratford City in November and has further stores in the pipeline across the country.

Missguided at Westfield Stratford City

Missguided at Westfield Stratford City

Missguided at Westfield Stratford City

“We should be finalising deals in the next few weeks for three more stores, which will hopefully open early next year,” chief executive Nitin Passi told Drapers today.

Hoardings have gone up outside the 20,000 sq ft Stratford store, which will be used to test and develop the retailer’s strategy and systems, taking learnings from its Selfridges retail concessions.

“Trade is very strong at the moment, I can’t believe how strong,” said Passi. “Our wholesale business through Asos in the UK is going really well. Zalando is big for us and Nordstrom [in the US] is working really well. We’ve just gone into 90 stores in Turkey with the Boyner Grup, and we’re in [Spanish department store group] El Corte Inglés with about four stores and another four or five to come.

“We’re also going into [Canadian department store] Hudson’s Bay, probably early next year.”

Of Missguided’s own website, Passi said: “Growth is crazy at the moment, even in the UK where some people are suffering, so I can’t complain.”

“We’ve just put the picture of the hoarding on Instagram and it’s got so many comments, it’s great,” he added.



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