Missguided launches Selfridges concession
MISSGUIDED, the fast-growing online female fashion retailer is opening its first ‘bricks and mortar’ presence in the UK on home territory.
The Manchester-based company, which is hoping to grow sales from £86m to more than £100m by 2016, is opening a concession Selfridge’s department store at the Trafford Centre.
Located between Topshop and Warehouse in the store, the 420 sq ft concession follows the launch of a first in-store shop in the US, where outlets in Nordstrom stores opened in May.
Nitin Passi, founder and managing director of Missguided said: “We’ve witnessed huge growth over the last six years and successfully expanded the business into new markets which was a key priority.
“Our focus now is all about experimentation with the brand, trying new and innovative ways to engage a wider market and allowing consumers more diverse ways to shop and interact with Missguided.
“We’re really excited to be offering our first physical in-store collection for UK consumers. Our launch in Nordstrom stores in the US last month has already been extremely popular and we’ve had much demand from customers in the UK to do something similar.”
The new Selfridges concession offers a range of Missguided clothing and select footwear and accessories lines, changing product themes every four weeks to mirror the fast fashion ethos of the Missguided website.
Vicki Cain, general manager at Selfridges added: “We’re delighted to be welcoming a fresh, fast fashion brand like Missguided to Selfridges and anticipate that the collection will sell very well in our Manchester store.
“Selfridges is the destination for fashion firsts and we are excited to be the first retailer to partner with Missguided to create an in-store destination where customers can see and shop product.”
The online retailer which launched in 2009 is building a futuristic new HQ on Trafford Park, complete with a helipad.
Unlike larger rival Boohoo, it has remained in private ownership. It has seen considerable success thanks to a link-up with A-list celebrity Nicole Scherzinger, who has helped design two ranges. More recently the company has launched Plus-size and Active wear collections.
