Missguided picks Bluewater for first store outside London

6th January 2017

Missguided at Westfield Stratford

Fashion brand Missguided is to open its first standalone store outside London, at Bluewater in Kent. Dalziel & Pow, which designed the brand’s flagship Westfield store, is tailoring its format for the site.

The Bluewater store is scheduled to open during summer 2017. It will stock the entire Missguided range, including fashion, lingerie, nightwear, activewear, maternity and bridal lines.

Missguided founder Nitin Passi describes Bluewater as “A great match for Missguided… we already have a strong following across the catchment via our e-commerce site. Combined with the work Land Securities has done to create the ideal store, we have the perfect opportunity from which to grow our brand and are looking forward to a very successful future at Bluewater.”

Missguided at Westfield Stratford

The store will occupy 16,000 sq ft on Bluewater’s lower Rose Gallery. Centre co-owner Land Securities is confident it will appeal to shoppers, saying it fits with Bluewater’s policy of signing new stores with statement outlets to differentiate the venue.

“Missguided joins an exciting line-up that differentiates Bluewater from any other location in the UK,” says portfolio director Russell Loveland.”