Missguided

Nitin Passi

Missguided was first established in 2009 by Nitin Passi who remains the sole owner of the company.[5]

Since its launch, the online retailer has experienced rapid growth in the UK [6][7] and has expanded into USA, Australia, France and Germany.[8] In 2015, the company signed a seven-year deal with XPO (formerly Norbert Dentressangle) to manage its international e-Fulfilment operation.[9]

In March 2015 Missguided launched in US department store Nordstrom through their online and in store channels, followed by a concession at Selfridges Trafford Centre in June.[10] In November, the second UK bricks-and-mortar store was opened within Selfridges Manchester Exchange Square and the third was opened in Selfridges in Birmingham in March 2016.[11]

Missguided also partnered with ASOS.com in May 2015, and currently sells over 900 pieces through the online retailer.

During September 2015, the company introduced tall and petite lines which each featured around 70 pieces each, following its plus size collection in November 2014.[12] For Winter 2015 the company launched a range of collections including lingerie, nightwear, a new denim collection as well as a premium collection called Peace & Love.[13]

In November 2015, Missguided launched a 'social TV' campaign with Mediacom Manchester.[14].

Missguided launched a shopping app for iOS in March 2016, which included a Tinder-inspired tab called 'swipe to hype'.[15]

In May 2016, Missguided launched a range of wedding dresses. The collection was made up of 19 pieces for brides and bridesmaids.[16] In September 2017, Missguided announced the launch of brother label Mennace with online & pop-up physical stores.[17]

A Lucozade Zero booth marketing a tie-in with Missguided in 2017 in Birmingham

In March 2014, Missguided marked its fifth birthday with a collaboration with singer Nicole Scherzinger. The 40-piece collection was designed by Scherzinger.[18] This collaboration extended over two seasons with the second collection launching for AW14. CEO Nitin Passi says sales increased 35% month on month following their collaboration with Nicole Scherzinger last year.[19]

May 2015 saw a collaboration between Missguided and R&B singer Pia Mia.[20]

In March 2016, the womenswear label announced that Pamela Anderson would front their SS16 collection.[21] The campaign was shot by Swedish photographer Arvida Byström,[22] from a concept created by creative director and stylist Soki Mak.[23]

A Bikini A Day bloggers Tash Oakley and Devin Brugman collaborated with Missguided in May 2016 to launch a new swimwear line.[24]

In September 2016, the company announced a campaign collaboration with American model and singer Amber Rose.[25] The company also launched collections with bloggers including Carli Bybel[26], Caroline Receveur[27], Sarah Ashcroft[28] and Alexis Ren. November 2016 saw Missguided launch its first flagship store in Westfield Stratford, London.[29]

In 2017, Missguided launched a collection with British supermodel Jourdan Dunn. [30] In the same year Missguided was involved in a campaign by Lucozade Zero.

In 2019, Playboy x Missguided was re-launched, after first debuting in 2018. The collection was met with mixed reviews, due to the ambiguous reputation of Playboy Magazine, and the design choices made in the collaboration[31]

In the same year, the collection 'SofiaRichie x Missguided', produced in collaboration with model Sofia Richie was also launched on the official Missguided website.[32] The model announced the collaboration across all of her social media accounts, in coordination with the brand's social channels[33][34].