Founded in Manchester in 2009 by Nitin Passi, 34, this retailer offers celebrity and trend-inspired fashion to women aged 16 to 35. In March it launched its first mobile shopping app, opened a third Selfridges concession in Birmingham and expanded into several new product categories. Recent celebrity campaigns have featured Pamela Anderson and the US model Amber Rose. Missguided’s first physical shop opened in November this year in Westfield Stratford City, east London. Sales in 2016 hit £117.3m.
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