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Missguided is a UK-based multi-channel retailer selling clothes aimed at 16-35 year old women. The company's collections include tall, petite, plus size, lingerie and nightwear ranges.  Sales for the financial year ending March 31, 2017 were £206 million, growing 75% year-on-year. Missguided's headquarters were in Salford, Manchester until 2015 when they moved to Trafford Park where the company claimed to have the 'coolest office in the world'. Missguided have also launched a menswear brand called Mennace, delivering through their website.
Missguided was first established in 2009 by Nitin Passi who remains the sole owner of the company.
Since its launch, the online retailer has experienced rapid growth in the UK  and has expanded into USA, Australia, France and Germany. In 2015, the company signed a seven-year deal with XPO (formerly Norbet Dentressangle) to manage its international e-Fulfilment operation.
In March 2015 Missguided launched in US department store Nordstrom through their online and in store channels, followed by a concession at Selfridges Trafford Centre in June. 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.
Missguided also partnered with ASOS.com in May 2015, and currently sells over 900 pieces through the online retailer.
During September 2015, the company introduced tall and petite lines which each featured around 70 pieces each, following its plus size collection in November 2014. For Winter 2015 the company launched a range of collections including lingerie, nightwear, a new denim collection as well as a premium collection called Peace & Love.
In November 2015, Missguided launched a 'social TV' campaign with Mediacom Manchester..
In May 2016, Missguided launched a range of wedding dresses. The collection was made up of 19 pieces for brides and bridesmaids.In September 2017, Missguided announced the launch of brother label Mennace with online & pop-up physical stores.
In March 2014, Missguided marked its fifth birthday with a collaboration with singer Nicole Scherzinger. The 40-piece collection was designed by Scherzinger. This collaboration extended over two seasons with the second collection launching for AW14. CEO Nitin Passi says sales increased 35% month on month following their collaboration with Nicole Scherzinger last year.
In March 2016, the womenswear label announced that Pamela Anderson would front their SS16 collection. The campaign was shot by Swedish photographer Arvida Byström, from a concept created by creative director and stylist Soki Mak.
A Bikini A Day bloggers Tash Oakley and Devin Brugman collaborated with Missguided in May 2016 to launch a new swimwear line. The 60-piece collection is made up of bikinis, swimsuits and cover ups and was shot in Palm Springs.
In September 2016, the company announced a campaign collaboration with American model and singer Amber Rose. The company also launched collections with bloggers including Carli Bybel, Caroline Receveur, Sarah Ashcroft and Alexis Ren. November 2016 saw Missguided launch its first flagship store in Westfield Stratford, London.
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