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Missguided is a UK based online fashion retailer whose target market is 16-35 year old women.

Missguided latest news

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.


At present Missguided do not have any bricks-and-mortar stores in the UK so only operates online. However, it has trialled some physical concession stores in the past.


In 2020, the Missguided group had 400 employees on average in the UK. 66 of these employees worked in retail, whilst the other 334 worked in administration and support areas.

Head office

The Missguided head office is located in Trafford Park, Manchester.

Missguided HQ, 75 Trafford Wharf Road, Trafford Park, Stretford, Manchester, M17 1ES


Missguided Limited's are privately owned in the UK and their financials can be found on Companies House. 

Year to 29 March 2020
Revenue: £201.957m
Pre-Tax Loss: £8.29m

Year to 31 March 2019
Revenue: £186.878m
Pre-Tax Loss: £6.059m


Contact information

Missguided can be contacted via social media or email to their Manchester head office.

  • Telephone: Missguided have no official telephone number, all communication is run through social media, website queries or email.
  • Email: [email protected]

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