Missguided is a story of disruption, digital speed, and dramatic business twists, shaped by its ambitious founder Nitin Passi, a relentless focus on young shoppers, and an extraordinary series of ownership changes that now place it in the hands of global giant Shein.
The Founder Story: Nitin Passi’s Vision
Founded in 2009 in Manchester, England, by Nitin Passi, Missguided was launched with just a £50,000 loan from his father. Passi, who had a background in his family’s wholesale fashion business, saw an opportunity to build a fast-fashion brand that could outpace physical retailers by responding to social trends in real time.
The brand grew rapidly thanks to savvy influencer partnerships, A-list celebrity campaigns, and a digital-only model that let Missguided drop new products at breakneck speed.
Key Timeline
| Year | Event |
| 2009 | Missguided founded in Manchester by Nitin Passi |
| 2015 | US launch; first Selfridges concession and Nordstrom partnership |
| 2017 | Enters menswear with Mennace; opens new retail locations |
| 2018 | Reaches £200 million annual turnover, but faces first major losses |
| 2021 | Sells 50% stake to Alteri Investors as losses deepen |
| 2022 | Collapses under debt; enters administration in May; acquired by Frasers Group in June for £20 million |
| 2023 | Rebrands, CEO change, and on October 30 Frasers Group sells “Missguided” branding and IP to Shein |
Who Owns Missguided Now?
After a turbulent period that saw Missguided fall into administration, Frasers Group (owned by Mike Ashley) acquired its assets in mid-2022. But by October 2023, Frasers Group sold the Missguided brand and intellectual property to Shein, which now operates the brand through a joint venture with Passi’s firm Sumwon Studios.
“SHEIN aims to reignite the Missguided brand, capitalising on its unique brand personality, and fuelling its global growth through SHEIN’s on-demand production model, unparalleled e-commerce expertise and global reach,” stated SHEIN Executive Chairman Donald Tang.
Shein did not acquire real estate or staff, which remained with Frasers, but now markets and sells the full Missguided brand globally through its powerful on-demand model and marketplace reach.
Looking Forward
As of 2025, Missguided is working to regain its buzz—now propelled by Shein’s logistics, data, and vast customer base, but with creative direction and continuity from its founder. With plans for rapid new launches and international expansion, Missguided’s legacy as a digital disruptor continues, now supercharged and ready for a new generation of online shoppers.
