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Exclusive: Missguided to add third-party sports brands

Missguided is planning to introduce a series of third-party sportswear labels to its site, marking its first move into branded fashion, Drapers can reveal.

missguided x jourdan dunn

The young fashion etailer has approached several brands, including Adidas, Kappa and Ellesse, in a bid to gain a bigger share of the lucrative athleisure market, Drapers understands.

It is not known whether the brands will be stocked in the retailer’s two stores in Westfield Stratford City and Bluewater in Kent, or in its various concessions. The etailer declined to comment.

One brand source said: “It will be very interesting to see how it goes. Missguided wants to get the sports brands on board as they don’t have the technical expertise in that area and they can see how well sports is performing for other retailers.”

“It is not surprising,” said Honor Strachan, lead retail analyst at Global Data Retail, who agreed that the initiative is testament to the strength of the sportswear market. “Asos has really gone after the athleisure market so they could be looking to compete on that front.

“It’s important that Missguided really targets brands that appeal to its specific 16-to-24-year-old customer. There’s no point in adding Lululemon or Sweaty Betty, for example, if the Missguided shopper won’t pay that higher price point. It sounds like they are targeting the right level of brands, which are quite young, heavily branded and street-style friendly – they will complement Missguided’s own offer.

“It’s a way of getting the Missguided shopper to spend more money on their platform, rather than going to JD Sports, for example, for their trainers. It will definitely increase basket size.”

Tiffany Hogan, senior analyst at Kantar Retail, agreed: “There is a lot of movement in the sportswear market at the moment and a lot of brands are thinking about who they are selling to and how product is segmented. It’s an acknowledgement on Missguided’s part about where the athleisure market is going and what their customer wants.

“It all depends on what ranges Missguided is getting. If they get the right product for their customer it could be very successful.”

The etailer made its first foray into sportswear in January 2015 with the launch of its first in-house activewear line. In March, it unveiled an athleisure collection in collaboration with model Jourdan Dunn. It said the collection helped to boost annual sales by 75% to £206m in the 12 months to March.

  • Missguided’s chief financial officer, Paul Masters, has left the business after two and a half years. His next move is not known. He was previously finance director and interim CEO at Bench and spent 10 years at Umbro.


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