Missguided’s Ascent: Founder Nitin Passi Talks Retail, Launching Men’s Wear, and Teaming With Jourdan Dunn

Missguided's Ascent: Founder Nitin Passi Talks Retail, Launching Men's Wear, and Teaming With Jourdan Dunn Natalie Theodosi LONDON — The U.K. high-street might be going through one of its most challenging periods since the financial crisis of 2009, but Missguided – the fast-fashion retailer aimed at millennials – is on an upward journey. Last December, the company, which began as an e-tailer, opened the doors to its first brick-and-mortar store at the Westfield Stratford shopping center, and is planning to tap into a series of new categories to sustain growth in 2017. A collaboration between the retailer, known for its tongue-in-cheek pink website, and Jourdan Dunn will make its debut on Friday, Feb. 17, the first day of London Fashion Week, while the launch of a women's fragrance and a new men's wear label called Menace are slated for later this year. Nitin Passi, the company's founder and chief executive officer, said he wanted to create an agile and "highly-reactive" business model that would enable the company to respond to consumer demand and industry trends quickly. "After the first two years I created the brand, a common theme was that our customers wished Missguided had a store," said Passi during an interview. The decision to open at Westfield's east London branch came after he learned the center has the highest footfall Follow WWD on Twitter or become a fan on Facebook. Read More... Fashion 3