Missguided.com: Unicorn Diagnostics, Jan 2017

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Source: Missguided.com

Missguided is perhaps most well known for its 2014 capsule design collaboration with Nicole Scherzinger.

The collaboration pulled down EBITDA but propelled the company into a £100m business with concessions in Nordstrom and Selfridges among others. On the back of its confidence, it has also opened a 20,000sqft store in London's Westfield Stratford shopping centre in the end of 2016 and announced they have taken a 16,000sqft store in the Bluewater shopping centre.


Source: missguided.com, Westfield Stratford interior shot

 

It has recently started including EBITDA references in its press releases, a certain indicator for an imminent fundraising or IPO.

Retailgazette.com
Source: retailgazette.co.uk Dec, 2016

The company's success is remarkable looking at it from the outside. However, when measured with its immediate competitors it looks about average for the sector.

 

Nothing new in the business model, apart from the ambition perhaps

Missguided is not breaking new ground. Quizclothing.com opened a store in Westfield Stratford in 2012, run concessions in Debenhams, and has another store in the Lakeside shopping centre.


Source: Styleintelligence.com. Advert on the Stratford underground platform that greets you as you step off the train.

What is different is its stated ambition to compete with the big names such as H&M and Zara.

But, is this just inflated confidence or how do Missguided scale its domestic manufacturing advantage in international markets? Or, is there a ceiling for how much market share suppliers-turned-retailers can take?

 

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