Missguided plans ‘extensive’ Middle East expansion

By

Barbara Santamaria

Published
Mar 16, 2018

Missguided is rolling out an extensive expansion plan to key markets in the Middle East, including the UAE, Qatar, KSA, Kuwait, Bahrain, Jordan, Lebanon and Egypt, in partnership with Azadea Group.

The British fashion company, focused on delivering trendy fashion for the millennial customer, announced a partnership with Azadea Group this week.

The group will be responsible for extending Missguided’s “experiential reach” with a regional multichannel offering.

Nitin Passi, CEO and founder of Missguided, commented: “We are thrilled to introduce Missguided to the Middle East with a forward-thinking and creative fast-fashion experience. Alongside our partner Azadea, we will deliver a multi-touchpoint shopping journey with unique fashion concepts for every element of life.”

Azadea has been operating across the Middle East and North Africa for 40 years, and currently owns and operates over 50 franchise concepts.

Said G. Daher, chief executive officer, said: “We are proud to be the chosen partner to establish Missguided’s presence across the Middle East. Delivering differentiated concepts has been a core mission of ours for the past 40 years, and our partners are essential for making this happen. With our shared values, millennial mindset and organisational excellence, we will create an exceptional lifestyle experience for our customers.”

Missguided has enjoyed rapid growth since its launch in 2009, helped by its millennial, tongue-in-cheek proposition and the opening of its first two physical stores in major UK shopping destinations in 2016 and 2017.

With up to 500 brand new styles every week, Missguided’s collections are inspired by street style, catwalks, social media, and popular culture.