Missguided
{{Short description|UK-based clothing retailer}}
{{Infobox company
| name = MGL Realisations (2022) Limited
| logo = Missguided.jpg
| logo_caption =
| logo_alt =
| trading_name = Missguided
| type = Private
| industry = Retail
| founded = {{Start date and age|2009}}
| founder = Nitin Passi
| hq_location_city = Trafford Park
| hq_location_country = UK
| areas_served =
| key_people = Greg Pateras
| products = Clothing
| owner =
| num_employees =
| num_employees_year =
| parent = Shein
| website = {{URL|https://missguided.co.uk/}}
}}
Missguided is a UK-based fast-fashion retailer selling clothes aimed at women aged 16-35 years old.{{Cite web|url = http://www.drapersonline.com/news/missguided-to-launch-lingerie-petite-tall-and-premium/5078430.fullarticle|title = Missguided to Launch Lingerie, Petite, Tall and Premium Ranges|last = Hounslea|first = Tara|date = 25 August 2015|website = Drapers Online}}
Missguided's headquarters were in Stretford, Greater Manchester until 2015 when they moved to Trafford Park.{{cite web
| last1 = Bell
| first1 = Alex
| title = Coolest office in the world?
| url = https://www.mirror.co.uk/news/uk-news/coolest-office-world-missguideds-new-5735890
| website = Mirror
| date = 21 May 2015
| accessdate = 9 September 2015
}}{{Cite web|url = http://www.manchestereveningnews.co.uk/business/missguided-boss-nitin-passi-believes-10504974|title = Missguided boss Nitin Passi, who started the brand in 2009, believes fashion firm's new Salford HQ is 'world's coolest office'.|last = Bell|first = Alex|date = 27 November 2015|website = Manchester Evening News}} In May 2022 the company went into administration, with the assets subsequently bought by the Fraser Group and later sold to Shein.
History
Missguided was established in 2009 by Nitin Passi.{{Cite web|url=https://www.missguidedus.com/about/|title=About Missguided - Forward Thinking Online Fashion|website=www.missguidedus.com|language=en|access-date=2017-12-03}} Since its launch, the online retailer has experienced rapid growth in the UK {{Cite web|url = http://www.theretailbulletin.com/news/missguided_enjoys_record_revenue_growth_09-04-15/|title = Missguided enjoys record revenue growth|date = 9 April 2015|website = The Retail Bulletin|access-date = 16 March 2016}}{{cite web
| url = https://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/11523292/Nicole-Scherzinger-helps-fashion-retailer-Missguided-grow-sales-70pc.html
| title = Nicole Scherzinger helps fashion retailer Missguided grow sales 70pc
| date = 8 April 2015
| accessdate = 13 October 2015
| website = Telegraph
| publisher =
| last = Ruddick
| first = Graham
}} and has expanded into the US, Australia, France and Germany.{{cite web
|url = http://internetretailing.net/2015/04/missguided-to-sell-in-us-stores-after-record-year/
|title = Missguided to sell in US stores after record year
|date = 9 April 2015
|accessdate = 14 October 2015
|website = Internet Retailing
|publisher =
|last = Rigby
|first = Chloe
|archive-date = 25 March 2016
|archive-url = https://web.archive.org/web/20160325200345/http://internetretailing.net/2015/04/missguided-to-sell-in-us-stores-after-record-year/
|url-status = dead
}}
In March 2015, Missguided launched in US department store Nordstrom, followed by a concession at Selfridges Trafford Centre in June.{{cite web
| last1 = Baldwin
| first1 = Caroline
| title = Missguided launches first UK physical presence with Selfridges concession
| url = http://www.retail-week.com/sectors/fashion/missguided-launches-first-uk-physical-presence-with-selfridges-concession/5075692.article
| website = Retail Week
| accessdate = 9 September 2015
}} 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.{{Cite web|url = http://www.drapersonline.com/news/missguided-launches-third-selfridges-concession/7005481.fullarticle|title = Missguided launches third Selfridges concession|last = Hounslea|first = Tara|date = 7 March 2016|website = Drapers Online|access-date = 15 March 2016}}
In September 2017, Missguided announced the launch of the menswear label Mennace.{{Cite news|url=https://www.retailgazette.co.uk/blog/2017/09/missguided-launches-brother-label-mennace-online-pop-physical-stores/|title=Missguided launches brother label Mennace with online & pop-up physical stores - Retail Gazette|last=Jahshan|first=Elias|date=2017-09-27|work=Retail Gazette|access-date=2017-10-06|language=en-GB}}
In December 2021, investment firm Alteri Investors acquired a 50% stake in Missguided.{{Cite web |last=Wightman-Stone |first=Danielle |date=2021-12-20 |title=Alteri announces "significant investment" in Missguided |url=https://fashionunited.uk/news/business/alteri-announces-significant-investment-in-missguided/2021122060208 |access-date=2022-06-01 |website=FashionUnited |language=en}}
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.{{Cite web |date=2022-05-22 |title=Retailer Missguided on brink of calling in administrators |url=https://www.theguardian.com/business/2022/may/27/retailer-missguided-on-brink-of-calling-in-administrators |access-date=2022-05-27 |website=Guardian |language=en-UK}}
On 31 May 2022 Missguided went into administration after being unable to pay its debts.{{Cite news |date=2022-05-30 |title=Missguided fast fashion brand collapses |language=en-GB |work=BBC News |url=https://www.bbc.com/news/business-61638913 |access-date=2022-05-31}} The next day, on 1 June 2022, Frasers Group bought the intellectual property of Missguided and its sister brand Mennace for around £20 million.{{Cite journal |date=2022-06-01 |title=Frasers buys online retailer Missguided for £20m |url=https://www.rte.ie/news/business/2022/0601/1302365-frasers-buys-missguided/ |language=en}} It is estimated that 87 staff members will be made redundant and 147 will be moved to Frasers Group,{{cite news|url=https://www.bbc.com/news/business-61656681 | title=Missguided: Sports Direct owner Frasers Group buys fashion retailer after collapse | date=June 2022 | publisher =BBC News |access-date=2022-06-01 }} with the legal name changed to MGL Realisations (2022) Limited in July 2022.{{Cite web |last=Robinson |first=Jon |date=2022-07-04 |title=Missguided changes name after Frasers Group rescue |url=https://www.business-live.co.uk/retail-consumer/missguided-changes-name-after-frasers-24393960 |access-date=2022-07-08 |website=Business Live |language=en}} 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 31 March 2023.
In 30 October 2023, Frasers Group sold the branding rights and intellectual property of Missguided to online marketplace Shein, while retaining the staff and real estate of the company.{{Cite web |last=Hill |first=Eloise |date=2023-10-30 |title=Shein snaps up Missguided from Frasers Group - Retail Gazette |url=https://www.retailgazette.co.uk/blog/2023/10/shein-buys-missguided/ |access-date=2023-10-30 |website=www.retailgazette.co.uk |language=en-GB}}
Products
In September 2015, the company introduced tall and petite lines which each featured around 70 pieces, following its plus-size collection in November 2014.{{Cite web |last=Barns |first=Sarah |date=18 November 2014 |title=Missguided launch plus-size range for fuller figured fashionistas |url=http://www.express.co.uk/life-style/style/536548/Missguided-plus-size-clothing-line |access-date=11 March 2015 |website=Express}} For Winter 2015, the company launched a range of collections including lingerie, nightwear, a denim collection as well as a premium collection called Peace & Love.{{cite web |last=Hounslea |first=Tara |date=26 August 2015 |title=Missguided to launch lingerie, petite, tall and premium |url=http://www.drapersonline.com/news/missguided-to-launch-lingerie-petite-tall-and-premium/5078430.article#.Vh42j_lVhBc |website=Drapers |publisher= |accessdate=6 October 2015}}
In May 2016, Missguided launched a range of wedding dresses. The collection was made up of 19 pieces for brides and bridesmaids.{{Cite web |last=Cherrington |first=Rosy |title=Missguided launch a budget wedding dress range |url=http://www.huffingtonpost.co.uk/entry/missguided-wedding-dresses_uk_57286907e4b0e6da49a51b13 |access-date=14 July 2016 |website=Huffington Post|date=3 May 2016 }}
= Collaborations =
File:Lucozade Zero - Rotunda Square, Bullring.jpg
In March 2014, Missguided marked its fifth birthday with a collaboration with singer Nicole Scherzinger. The 40-piece collection was designed by Scherzinger.{{cite web
| url = http://www.manchestereveningnews.co.uk/business/business-news/x-factor-judge-nicole-scherzinger-6741179
| title = X Factor judge Nicole Scherzinger teams up with fashion firm Missguided for new collection
| date = 25 February 2014
| accessdate = 10 October 2015
| website = Manchester Evening News
| publisher =
| last = Begum
| first = Shelina
}}
May 2015 saw a collaboration between Missguided and R&B singer Pia Mia.{{Cite web|url = http://www.ok.co.uk/feature/7-things-we-know-about-pia-mia-kylie-jenner|title = Who is Pia Mia? 7 things we know about Kylie Jenner's best friend|last = Wilson|first = Jess|date = 7 December 2015|website = OK Magazine|access-date = 4 March 2016}}{{Dead link|date=October 2023 |bot=InternetArchiveBot |fix-attempted=yes }}
In March 2016, the womenswear label announced that Pamela Anderson would front their SS16 collection.{{Cite web|url=http://www.eonline.com/news/750474/pamela-anderson-makes-a-major-nostalgia-play-in-missguided-campaign|title=Pamela Anderson makes a major nostalgia play in Missguided campaign|last=Bacardi|first=Francesca|date=21 March 2016|website=E Online|access-date=21 March 2016}} The campaign was shot by Swedish photographer Arvida Byström,{{Cite web|url=http://www.dazeddigital.com/fashion/article/30473/1/pamela-anderson-poses-for-arvida-bystom-in-new-shoot|title=Pamela Anderson poses for Arvida Bystrom in new shoot|last=Stansfield|first=Ted|date=22 March 2016|website=Dazed Digital|access-date=22 March 2016}} from a concept created by creative director and stylist Soki Mak.{{Cite web|url=http://www.news.com.au/lifestyle/three-decades-since-baywatch-pamela-anderson-revives-iconic-red-swimsuit-look-for-fashion-brand-missguided/news-story/6827a22b3ce516679d1ab8ffab010d2c|title=Three Decades since Baywatch, Pamela Anderson revives iconic red swimsuit look for fashion brand Missguided|date=22 March 2016|website=News.com.au|access-date=23 March 2016}}
A Bikini A Day bloggers Tash Oakley and Devin Brugman collaborated with Missguided in May 2016 to launch a new swimwear line.{{Cite web|url=http://www.look.co.uk/fashion/tash-oakley-missguided|title=The A Bikini a Day's High Street Swim Line is Here|website=Look.co.uk|access-date=14 July 2016}}
In September 2016, the company announced a campaign collaboration with American model and singer Amber Rose.{{cite web|last1=Thompson|first1=Martine|title=Amber Rose on using clothes as a tool of empowerment|url=http://www.dazeddigital.com/fashion/article/32932/1/amber-rose-on-using-clothes-as-a-tool-of-empowerment|website=Dazed|date=18 September 2016 }} The company also launched collections with bloggers including Carli Bybel,{{cite web|last1=Statz|first1=Augusta|title=When Will Carli Bybel x Missguided Be Available?|url=https://www.bustle.com/articles/168713-when-will-carli-bybel-x-missguided-be-available-shop-these-pieces-to-complete-your-summer-wardrobe|website=Bustle|date=23 June 2016 }} Caroline Receveur,{{cite web|last1=Brasseur|first1=Gaeton|title=Caroline Receveur has created a capsule collection for Missguided|url=http://www.influenth.com/caroline-receveur-missguided/|website=Influenth|date=14 October 2016 }} Sarah Ashcroft{{cite web|last1=Baxter-Wright|first1=Dusty|title=How Sarah Ashcroft turned her Instagram account into a money-making business|url=http://www.cosmopolitan.com/uk/worklife/careers/a9935784/sarah-ashcroft-instagram-account-money-making-business/|website=Cosmopolitan|date=26 May 2017 }} and Alexis Ren. November 2016 saw Missguided launch its first flagship store in Westfield Stratford, London.{{cite web|last1=Roberts|first1=Lauretta|title=Missguided unveils first standalone store in Westfield Stratford|url=http://www.theindustrylondon.com/missguided-unveils-first-standalone-store-westfield-stratford/|website=The Industry|date=23 November 2016 }}
In 2017, Missguided launched a collection with British supermodel Jourdan Dunn. {{Cite news|url=http://www.teenvogue.com/story/jourdan-dunn-missguided-lon-dunn-diversity-fashion|title=Jourdan Dunn's Take on Diversity in Fashion Is What We All Need to Hear|last=Hardy|first=Alyssa|work=Teen Vogue|access-date=2017-03-24|language=en}} 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{{Cite web|url=https://www.independent.co.uk/life-style/fashion/missguided-playboy-unidays-collaboration-collection-reaction-clothing-line-a8555366.html |archive-url=https://ghostarchive.org/archive/20220515/https://www.independent.co.uk/life-style/fashion/missguided-playboy-unidays-collaboration-collection-reaction-clothing-line-a8555366.html |archive-date=2022-05-15 |url-access=subscription |url-status=live|title=The Missguided x Playboy collection has launched and people aren't happy|date=2018-09-26|website=The Independent|language=en|access-date=2019-09-18}}
In the same year, the collection 'SofiaRichie x Missguided', produced in collaboration with model Sofia Richie was also launched on the official Missguided website.{{Cite web|url=https://www.usmagazine.com/stylish/news/sofia-richie-x-missguided-collection-is-coming-soon-details/|title=Sofia Richie Is Teaming Up With Missguided to Launch a Fashion Collection|date=2019-09-05|website=Us Weekly|language=en-US|access-date=2019-09-18}} The model announced the collaboration across all of her social media accounts, in coordination with the brand's social channels.{{Cite web|url=https://www.instagram.com/sofiarichie/|title=Sofia Richie (@sofiarichie) • Instagram photos and videos|website=www.instagram.com|language=en|access-date=2019-09-18}}{{Cite web|url=https://www.instagram.com/missguided/|title=MISSGUIDED (@missguided) • Instagram photos and videos|website=www.instagram.com|language=en|access-date=2019-09-18}}
References
{{reflist}}
{{Frasers_Group}}
Category:Retail companies of the United Kingdom
Category:Clothing retailers of the United Kingdom
Category:Retail companies established in 2009
Category:British companies established in 2009
Category:Companies that have entered administration in the United Kingdom