Missguided‘s first standalone bricks-and-mortar store has opened its doors in Westfield Stratford City today.
The 20,000sq ft flagship within the east London shopping centre is set to be the first in a series of store openings for the online fashion retailer, with three others scheduled to open around the UK in early 2017.
News of Missguided’s plans to open a shop at Westfield Stratford City was first reported back in April, while its location and opening date were confirmed in August.
While this is the first permanent, standalone shop for the Manchester-based etailer, it‘s not the first time it has had a physical presence.
Last year, Missguided opened concessions in both of Manchester‘s Selfridges stores as well as the Selfridges in Birmingham.
In Turkey, the brand is available in about 90 stores via the Boyner Grup, and they also trade in Spain‘s El Corte Ingles department store chain with four shop-in-shops.
Since it was established in 2009, Missguided has won multiple awards and grabbed headlines with celebrity collaborations, such as Nicole Scherzinger, Tyler Oakley and Pamela Anderson.