UK fashion brand Missguided is opening in The Dubai Mall


This is going to be a game changer…

Popular British e-commerce site Missguided is opening a store in The Dubai Mall. The British e-tailer, which is famous for its fast fashion pieces, especially partywear, is set to open its first Middle Eastern store soon.

Found on the first floor, the store will be opposite Dubai Aquarium, near Forever 21, taking the spot formerly occupied by New Look.

While we don’t know the exact timeline for the store opening, as branding is now up at The Dubai Mall, we’re hopeful we won’t have long to wait until it does.

Missguided is popular for catering centrally to young millennials, offering shoppers more than 500 new styles each week, that are inspired by street style, catwalk shows and social media. It’s released collections with stars including Nicole Scherzinger and Jourdan Dunn, as well as brands such as Barbie and Love island.

Fashion site Drapers first announced the news that Missguided would launch in the region earlier this year, after it agreed a franchise partnership with retail group Azadea.

The article also indicated that Missguided would roll out a website and a click-and-collect service – so we can’t wait to see that go live soon too.

“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,” Nitin Passi, CEO and founder of Missguided said at the time of the announcement.

Although Missguided began life as an online-only store, it opened its first stand alone store in London’s Westfield Stratford City shopping centre in November 2016, and one in Bluewater shopping centre in June 2017.

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Images: What’s On/