Missguided

Missguided was established in 2009 by Nitin Passi.[5] Since its launch, the online retailer has experienced rapid growth in the UK [6][7] and has expanded into the US, Australia, France and Germany.[8]

In March 2015, Missguided launched in US department store Nordstrom, followed by a concession at Selfridges Trafford Centre in June.[9] 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.[10]

In September 2017, Missguided announced the launch of the menswear label Mennace.[4]

In December 2021, investment firm Alteri Investors acquired a 50% stake in Missguided.[11]

In May 2022 it was reported Missguided were on the 'brink of collapse' after being issued with a winding up petition by its suppliers who were owed millions of pounds.[12]

On 31 May 2022 it was reported that Missguided had gone into administration after being unable to pay its debts.[13] The next day, on 1 June 2022, it was announced that Frasers Group had bought the intellectual property of Missguided and its sister brand Mennace for around £20 million.[14] It is estimated that 87 staff members will be made redundant and 147 will be moved to Frasers Group,[15] with the legal name changed to MGL Realisations (2022) Limited in July 2022.[16] Frasers Group later bought fashion company I Saw It First. Greg Pateras, former Matalan CEO, was appointed CEO of both companies in August 2022.

In March 2023, Missguided began to tease their rebranding on their Instagram page, revealing a brand new logo. On 14th March, Missguided revealed the date of their relaunch is 31st March 2023.