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Missguided to launch lingerie, petite, tall and premium

Fast fashion etailer Missguided is launching a range of category extensions for autumn 15, including its first lingerie and nightwear collection and a premium sub-brand called Peace & Love.

Petite and tall ranges will be launched from early September, alongside a relaunch of the etailer’s plus-size collection under the banner ‘Destination size and fit’.

The etailer first introduced plus-size in November last year. Its latest collection will contain around 120-150 pieces, which will increase as the season progresses.

The tall and petite lines will contain around 70 pieces each and have equivalent pricing to Missguided’s main collection, with dresses priced between £20 and £35.

“We see a huge opportunity in the plus-size market and we also get so many requests for special fits, such as smaller sizing and longer legs, so with these new ranges we’ll now be able to offer all that,” said buying and design director Kerrie Owen, who joined Missguided in February from her role as head of womenswear buying at Matalan, where she had worked for just under a year. She previously spent 10 years at Shop Direct, latterly as head of buying.

“The ranges will be a blend of versions of our key silhouettes, as well as key pieces designed particularly for those sizes and shapes.”

In mid-September, a new 50-piece collection of nightwear will launch featuring slogan bed T-shirts and loungewear designed for a girl’s night in, as well as a more sexy line of playsuits and robes. Prices will range from £12 for a pyjama shorts set to £25 for a robe.

This will be followed by Missguided’s first lingerie collection, which is set to drop online from mid-October.

“While we’ve been really successful with crop tops and bralets already, these have been mainly for outerwear, so this is our very first lingerie collection and we’re really excited,” Owen told Drapers.

“Lingerie is obviously a perfect fit for us to build on our brand image so you’ll see a really seductive collection designed to be worn in the bedroom and for special occasions, with triangle bras and lots of eyelash lace.”

The launch collection will be 50 pieces, with bras in cup sizes from A-D priced from £12 to £20 and briefs in sizes 4-16, priced from £6 to £10.

Around the same time in mid-October, Missguided will also introduce premium sub-brand Peace & Love, which Owen said is designed with “a more confident, fashion savvy woman in mind”.

The “cool and sexy” collection of 45 pieces will include hardware-embellished bodycon dresses, maxi coats, a cross wrap hammered silk dress in midnight colours, knitwear and a small selection of footwear, priced between £35 and £90.

“We see a real gap in the market for this new collection, as well as persuading our existing customers to trade up,” said Owen. “It’s something we hope to build on for spring 16 and beyond.”

@Tara_Hounslea

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