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Missguided

Missguided was founded in 2009 by Nitin Passi in Manchester as an online womenswear retailer. It opened stores in London and Kent in 2016 but exited physical retail by 2019. In 2017 it launched menswear brand Mennace and expanded into beauty, lingerie, petite, tall and plus-size ranges. Alteri Investors took a 50% stake in 2021 but Missguided entered administration in 2022. Frasers Group acquired it for £20m then sold it to Shein in 2023 while retaining logistics and staff. The brand is now digitally led under Shein’s platform with rapid-trend drops influencer collaborations and global ecommerce distribution. 

News

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Missguided fashion group triples revenue

Sumwon Studios, founded by Missguided creator Nitin Passi (pictured), has tripled its full-year net revenue to $300m (£235m) in 2025, up from $100m (£78m) in 2024.

Missguided

Shein launches Xcelerator brand incubation programme in UK

Fast-fashion giant Shein announced today (16 September) the launch of its global brand incubation programme, Xcelerator, in the UK market.

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Frasers Group to close Manchester office

Frasers Group has set out plans to permanently close its Trafford office, putting around 100 roles at risk of redundancy, Drapers has learned.

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What does Shein’s Manchester hub mean for the industry?

As Chinese etailer Shein's acquisition of Missguided prompts the opening of a Manchester hub, Drapers speaks with UK-based clothing suppliers on the fast fashion etailer's potential next steps.

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Frasers sells Missguided to Shein

Frasers Group has sold womenswear brand Missguided to fast fashion etailer Shein, it announced today (30 October).

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Frasers mulling Missguided sale to Shein

Frasers Group is in talks with fast fashion etailer Shein about the sale of Missguided, having bought the business out of administration less than 18 months ago.

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