Missguided moves into France

By

Anaïs Lerévérend

Published
Jun 2, 2014

The very ambitious Missguided is taking on the French market. The British e-retailer, which exclusively sells its own women's fashion brand, had its French launch this spring. After expanding its activities in the United States and Australia in 2013, Missguided set France as its next priority, in advance of its expansion into Germany and Sweden by the end of 2014.

Founded only in 2009 by Nitin Passi, the pure play brand based in Manchester, England has developed a reputation with its market positioning of sexy, young products at low prices. The website claims to draw eight million visits per month, offering some 300 new items a week to keep its customers coming back. The brand draws its inspiration from the catwalks and red carpet looks.

So it was a logical step for Missguided to choose singer Nicole Scherzinger as its face. The retailer is also releasing special capsule collection that bears her name. And Scherzinger played a major role in the French advertising campaign on billboard ads in March and April to announce the launch of the French version site.

For fiscal year 2013/2014 ended in March, Missguided posted sales of 67 million euros, which it hopes to nearly double for the current year. The brand is aiming for about 120 million euros, which will of course be powered by the opening of new markets, each one accompanied by a major marketing campaign.

Another sign of Missguided's growth is its staff size, which the e-merchant intends to increase from 500 to 700 employees by the end of the year.