Revenue at Missguided increased by 75% to £206m in the 12 months to March 2017, boosted by marketing campaigns featuring influencer Baddie Winkle and collaborations with model Jourdan Dunn.
International sales grew by 130% and now account for more than 40% of the total business. The fast fashion retailer did not provide exact profit figures but said there had been ”strong underlying profit growth” compared with the previous year.
Missguided opened its first store in Westfield Stratford during the period and its third Selfridges concession in Birmingham’s Bullring shopping centre. A second store at Bluewater is planned to open in June this year.
The fast fashion retailer was one of the big winners at last week’s Drapers Digital Awards, taking home the awards for Best App, Best Digital Marketing Campaign and Best Digital Leader for chief executive Nitin Passi.