Missguided is a ‘rapid fashion’ multi-channel brand, aimed at the 16-25 female market. Started from scratch in 2008 by Nitin Passi, who still owns 100 per cent of the business, it now has turnover in the hundreds of millions. It has enjoyed rapid growth in the UK and has subsequently expanded its operations into Australia, France, USA, Germany, and Spain. The company’s long-term mission is to transform the successful medium-sized business into a global fashion brand.
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