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Missguided chooses Bluewater for second store

Fashion brand Missguided has chosen the Bluewater shopping and leisure destination as the location for its second store.

FASHION

Missguided chooses Bluewater for second store

Spanning 16,000 square feet, the shop will be situated on Bluewater’s lower Rose Gallery and will open this summer.

Founded by Nitin Passi in 2009, Missguided currently has one store in London and two Selfridge’s concessions. The new Bluewater store has been designed by Dalziel & Pow and will stock all of Missguided’s collections including fashion, lingerie and nightwear, activewear, maternity and bridal.

Passi said: “Bluewater is a great brand match for Missguided and we already have a strong following across the catchment via our ecommerce site. Combined with the work Land Securities has done to create the ideal store, we have the perfect opportunity from which to grow our brand and are looking forward to a very successful future at Bluewater.”

In the last 12 months, more than 100,000 square feet of new or enhanced space has been introduced at Bluewater. This includes upsized stores for H&M and Fat Face and Mint Velvet’s first store in a non-high street location. In addition, Pravins will be opening a jewellery boutique in 2017.

Russell Loveland, portfolio director at Land Securities, the co-owner and asset manager of Bluewater, said: “Signing Missguided for the store that marks the brand’s move out of London is a major milestone for Bluewater, and a great way to begin 2017.

“Missguided is also the latest step in our strategy of continual evolution of Bluewater’s offer. Last year, more than 20 new brands opened, a number of whom created statement stores unique to Bluewater. Missguided joins an exciting line-up that differentiates Bluewater from any other location in the UK.”

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