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Published
Jan 5, 2017
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Missguided to open second permanent store at Bluewater

Published
Jan 5, 2017

After opening its first ever standalone store at Westfield Stratford in London in November, forward-thinking fashion brand Missguided has revealed that its second bricks-and-mortar store will be opening at Bluewater in Kent this summer.


Photo: Missguided


The brand, launched by Nitin Passi in 2009, has become a popular fashion destination for young trend-focused consumers, attracting them with edgy designs, creative brand messages and social media campaigns.

It will be the first time the brand opens a permanent standalone store outside London, however Missguided has had a presence in the high streets through concessions in Selfridges stores in Manchester and Birmingham since 2015.

The Bluewater store will extend over 16,000 sq ft and will stock all collections, including trend, lingerie and nightwear, activewear, maternity and bridal.

“Bluewater is a great brand match for Missguided and we already have a strong following across the catchment via our e-commerce site,” said founder Nitin Passi.

 “Missguided’s commitment to fast fashion will appeal to Bluewater’s guests, with whom we are confident the brand will be an immediate hit,” added Russell Loveland, co-owner and asset manager of Bluewater.

The Kent shopping centre has seen several brands open or upsize their stores in the past 12 months, including H&M, FatFace and Mint Velvet. In addition, Pravins jewellers is opening a boutique in 2017. It has a strong fast fashion offer. In addition to H&M, it also has Zara, Mango, Warehouse, Oasis, Topshop, French Connection, and Miss selfridge stores.

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