Missguided is a UK based online fashion retailer whose target market is 16-35 year old women. The retailer has experienced rapid growth since it was founded by Nitin Passi in Manchester in 2008 and has now expanded into France, Germany, Australia and the US. The brand has embarked on a range of collaborations witth the likes of Nicole Sherzinger, Amber Rose, Pamela Anderson and Sofia Richie.  It has also done a couple of collaborations with the brand Playboy. Missguided's offering includes tall and petite lines, and a plus size collection. In addition, the retailer launched wedding dresses in 2016, with pieces for brides and bridesmaids. It also created a lingerie and nightwear collection called Peace and Love. In August 2021, Missguided partnered with George at Asda, so some products can be found across Asda's George stores in the UK. Missguided Products and Services:

• Women’s clothing
• Wedding Dresses
• Beauty
• Homeware
• Shoes and Accessories
• Collaborations

Owner Nitin Passi founded the company in 2008, with a £50,000 loan from his father (who worked in fashion wholesale). He spent £3,000 on the website and £5,000 stock and managed to repay the whole loan within six months. In 2017, he entered into the men's fashion market through his new brand Mennace, which is also available through the Missguided website, and offers clothes at a similar age market to Missguided.