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Missguided set to open a store in Westfield Stratford City

Missguided is gearing up to open its first permanent store at Westfield Stratford City in London.

Missguided in Birmingham

Drapers understands the company is close to signing on a 16,100 sq ft store on the first floor of the shopping centre, which is currently occupied by Dutch fashion chain The Sting.

Retail property agency Harper Dennis Hobbs is thought to be advising The Sting, which is looking to exit the UK. It has another store on Regent Street in London.

Earlier this year Missguided hired a new retail director, Andy Marsh, and appointed property agent Savills to look for locations across the UK and internationally.

Missguided made its first UK move into bricks-and-mortar with a concession in Selfridges at Manchester’s Trafford Centre last June and opened its second within Selfridges’ Manchester Exchange Square in November last year.

In March, the etailer opened its third Selfridges concession in Birmingham.

A spokeswoman said the Missguided concession in Birmingham is a temporary space and the firm will look to occupy a bigger space later in the year.


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