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Timeline: Charting the meteoric rise of Missguided

Fast fashion brand Missguided has made a huge impact on the womenswear market in just seven years. Drapers looks back at the rise of the Manchester-based firm.

Missguided 014

Missguided 014


Missguided has become a £117m turnover company with a thriving international ecommerce business and its first retail store in just seven years. Further expansion will come through an aggressive bricks-and-mortar rollout strategy and a new menswear brand set to launch in 2017. So how did it get to where it is today?


Image 1 Missguided

Image 1 Missguided


MARCH 2009

Founder and chief executive Nitin Passi establishes a womenswear fast fashion etailer armed with a £50,000 loan, a £3,000 website and £5,000 worth of stock. Turnover hits £100,000 by November of that year.


The fast fashion brand is named Best New Etailer in the 2011 Drapers Etail Awards


The firm announces sales reached £14.7m in 2011


Missguided announces it has employed its own design team for the first time to develop its in-house product offer for autumn 12


Missguided embarks on international expansion with new sites in Australia and the US


Missguided launches a plus-size range called Missguided+


Missguided taps into the growth of the sportswear market with a range of activewear for spring 15


Missguided 2

Missguided activewear

APRIL 2015

Missguided opens its first concession in US retailer Nordstrom

JUNE 2015

The brand makes its first UK move into bricks-and-mortar retail with a concession in Selfridges in Manchester’s Trafford Centre


Missguided launches a range of category extensions for autumn 15, including its first lingerie and nightwear collection and a premium sub-brand called Peace & Love


The company moves into new 45,000 sq ft headquarters in Trafford Park, Manchester, complete with “selfie tunnel”, arcade games, swings and indoor trees

Missguided HQ

Missguided HQ


Hires a new retail director, Andy Marsh, and is working with property consultant and former Abercrombie & Fitch UK property boss Richard Collyer on a plan to roll out UK stores

MARCH 2016

Launches a Tinder-style transactional app, available for download in the UK

APRIL 2016

Missguided is named Best Pureplay Etailer (£50m+ turnover) at the Drapers Digital Awards. Launches concessions in Spanish department store group El Corte Inglés




MAY 2016

Enters the affordable bridal market with a range of dresses priced from £75 to £150 and founder Nitin Passi reveals plans for ”aggressive” retail roll-out

Missguided bridal

Missguided bridal


Launches its first maternity collection exclusively through Asos 



Opens debut store at Westfield Stratford City in east London as the first step in an ambitious bricks-and-mortar expansion plan. Another four stores are set to open before April 2017

Missguided 07

Missguided 07


Founder chief executive Nitin Passi confirms he will launch new menswear label Mennace for spring 17


Missguided posts record revenue for the year to 31 March – sales jumped 34% to £117m




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