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MGL Realisations (2022) Limited
Missguided
Company typePrivate
IndustryRetail
Founded2009; 15 years ago (2009)
FounderNitin Passi
Headquarters
Trafford Park
,
UK
ProductsClothing
ParentFrasers Group
Websitemissguided.co.uk

MGL Realisations (2022) Limited (trading as Missguided) is a UK-based multichannel retailer selling clothes aimed at women aged 16-35 years old.[1]

Missguided's headquarters were in Stretford, Greater Manchester until 2015 when they moved to Trafford Park.[2][3] Missguided launched a menswear brand called Mennace in 2017.[4]

History

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 'Fashion brand Missguided has appointed administrators after suppliers filed to shut it down over unpaid 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]

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.[17] 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.[18]

In May 2016, Missguided launched a range of wedding dresses. The collection was made up of 19 pieces for brides and bridesmaids.[19]

Collaborations

A Lucozade Zero booth marketing a tie-in with Missguided in 2017 in Birmingham

In March 2014, Missguided marked its fifth birthday with a collaboration with singer Nicole Scherzinger. The 40-piece collection was designed by Scherzinger.[20] May 2015 saw a collaboration between Missguided and R&B singer Pia Mia.[21]

In March 2016, the womenswear label announced that Pamela Anderson would front their SS16 collection.[22] The campaign was shot by Swedish photographer Arvida Byström,[23] from a concept created by creative director and stylist Soki Mak.[24]

A Bikini A Day bloggers Tash Oakley and Devin Brugman collaborated with Missguided in May 2016 to launch a new swimwear line.[25]

In September 2016, the company announced a campaign collaboration with American model and singer Amber Rose.[26] The company also launched collections with bloggers including Carli Bybel,[27] Caroline Receveur,[28] Sarah Ashcroft[29] and Alexis Ren. November 2016 saw Missguided launch its first flagship store in Westfield Stratford, London.[30]

In 2017, Missguided launched a collection with British supermodel Jourdan Dunn. [31] 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[32]

In the same year, the collection 'SofiaRichie x Missguided', produced in collaboration with model Sofia Richie was also launched on the official Missguided website.[33] The model announced the collaboration across all of her social media accounts, in coordination with the brand's social channels.[34][35]

References

  1. ^ Hounslea, Tara (25 August 2015). "Missguided to Launch Lingerie, Petite, Tall and Premium Ranges". Drapers Online.
  2. ^ Bell, Alex. "Coolest office in the world?". Mirror. Retrieved 9 September 2015.
  3. ^ Bell, Alex (27 November 2015). "Missguided boss Nitin Passi, who started the brand in 2009, believes fashion firm's new Salford HQ is 'world's coolest office'". Manchester Evening News.
  4. ^ a b Jahshan, Elias (2017-09-27). "Missguided launches brother label Mennace with online & pop-up physical stores - Retail Gazette". Retail Gazette. Retrieved 2017-10-06.
  5. ^ "About Missguided - Forward Thinking Online Fashion". www.missguidedus.com. Retrieved 2017-12-03.
  6. ^ "Missguided enjoys record revenue growth". The Retail Bulletin. 9 April 2015. Retrieved 16 March 2016.
  7. ^ Ruddick, Graham (8 April 2015). "Nicole Scherzinger helps fashion retailer Missguided grow sales 70pc". Telegraph. Retrieved 13 October 2015.
  8. ^ Rigby, Chloe (9 April 2015). "Missguided to sell in US stores after record year". Internet Retailing. Retrieved 14 October 2015.
  9. ^ Baldwin, Caroline. "Missguided launches first UK physical presence with Selfridges concession". Retail Week. Retrieved 9 September 2015.
  10. ^ Hounslea, Tara (7 March 2016). "Missguided launches third Selfridges concession". Drapers Online. Retrieved 15 March 2016.
  11. ^ Wightman-Stone, Danielle (2021-12-20). "Alteri announces "significant investment" in Missguided". FashionUnited. Retrieved 2022-06-01.
  12. ^ "Retailer Missguided on brink of calling in administrators". Guardian. 2022-05-22. Retrieved 2022-05-27.
  13. ^ "Missguided fast fashion brand collapses". BBC News. 2022-05-30. Retrieved 2022-05-31.
  14. ^ "Frasers buys online retailer Missguided for £20m". 2022-06-01. {{cite journal}}: Cite journal requires |journal= (help)
  15. ^ "Missguided: Sports Direct owner Frasers Group buys fashion retailer after collapse". BBC News. Retrieved 2022-06-01.
  16. ^ Robinson, Jon (2022-07-04). "Missguided changes name after Frasers Group rescue". Business Live. Retrieved 2022-07-08.
  17. ^ Barns, Sarah (18 November 2014). "Missguided launch plus-size range for fuller figured fashionistas". Express. Retrieved 11 March 2015.
  18. ^ Hounslea, Tara (26 August 2015). "Missguided to launch lingerie, petite, tall and premium". Drapers. Retrieved 6 October 2015.
  19. ^ Cherrington, Rosy. "Missguided launch a budget wedding dress range". Huffington Post. Retrieved 14 July 2016.
  20. ^ Begum, Shelina (25 February 2014). "X Factor judge Nicole Scherzinger teams up with fashion firm Missguided for new collection". Manchester Evening News. Retrieved 10 October 2015.
  21. ^ Wilson, Jess (7 December 2015). "Who is Pia Mia? 7 things we know about Kylie Jenner's best friend". OK Magazine. Retrieved 4 March 2016.
  22. ^ Bacardi, Francesca (21 March 2016). "Pamela Anderson makes a major nostalgia play in Missguided campaign". E Online. Retrieved 21 March 2016.
  23. ^ Stansfield, Ted (22 March 2016). "Pamela Anderson poses for Arvida Bystrom in new shoot". Dazed Digital. Retrieved 22 March 2016.
  24. ^ "Three Decades since Baywatch, Pamela Anderson revives iconic red swimsuit look for fashion brand Missguided". News.com.au. 22 March 2016. Retrieved 23 March 2016.
  25. ^ "The A Bikini a Day's High Street Swim Line is Here". Look.co.uk. Retrieved 14 July 2016.
  26. ^ Thompson, Martine (18 September 2016). "Amber Rose on using clothes as a tool of empowerment". Dazed.
  27. ^ Statz, Augusta. "When Will Carli Bybel x Missguided Be Available?". Bustle.
  28. ^ Brasseur, Gaeton (14 October 2016). "Caroline Receveur has created a capsule collection for Missguided". Influenth.
  29. ^ Baxter-Wright, Dusty (26 May 2017). "How Sarah Ashcroft turned her Instagram account into a money-making business". Cosmopolitan.
  30. ^ Roberts, Lauretta. "Missguided unveils first standalone store in Westfield Stratford". The Industry.
  31. ^ Hardy, Alyssa. "Jourdan Dunn's Take on Diversity in Fashion Is What We All Need to Hear". Teen Vogue. Retrieved 2017-03-24.
  32. ^ "The Missguided x Playboy collection has launched and people aren't happy". The Independent. 2018-09-26. Archived from the original on 2022-05-15. Retrieved 2019-09-18.
  33. ^ "Sofia Richie Is Teaming Up With Missguided to Launch a Fashion Collection". Us Weekly. 2019-09-05. Retrieved 2019-09-18.
  34. ^ "Sofia Richie (@sofiarichie) • Instagram photos and videos". www.instagram.com. Retrieved 2019-09-18.
  35. ^ "MISSGUIDED (@missguided) • Instagram photos and videos". www.instagram.com. Retrieved 2019-09-18.
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