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The man behind Missguided- Nitin Passi CEO

Wanna know more about the man behind Missguided? Meet Nitin Passi, the founder and CEO of our brand.

Nitin founded Missguided in 2009 with a loan of £50K. Since then, he has turned it into a fashion brand that has global reach and millions of customers.

Nitin Passi and the creation of Missguided

Nitin started working in fashion after he graduated with a degree in business management.

He started his career working for a wholesale business in New York and London, before deciding that he wanted to set up on his own, and that’s how Missguided was born. 

Nitin saw a demand for young women’s fashion and launched the website in March 2009. As the sole employee for Missguided at the time, Nitin bought all the product, picked and packed the parcels, created all the banners, wrote all the product descriptions, and even handled customer care. 

The hard work and late nights paid off as the business grew rapidly in its first few years.

Bold marketing bets, such as the tie-up with Nicole Scherzinger, paid off in a big way as Missguided tapped into the change in shopping habits that’s seen online sales grow sharply.

When Missguided first began, most of the initial ranges were bought, ready-made, from wholesale suppliers. After the first year or two Nitin started to build his own product team for the brand and today that team is over 120 people strong as we design the majority of the styles we sell in-house. This allows us to be bold, unique and trend-setting in everything we do.

Nitin Passi Missguided
Nitin Passi

When Missguided first began, most of the initial ranges were bought, ready-made, from wholesale suppliers. After the first year or two Nitin started to build his own product team for the brand and today that team is over 120 people strong as we design the majority of the styles we sell in-house. This allows us to be bold, unique and trend-setting in everything we do.

Today he has a team of 400+ people in the Manchester HQ office, all working towards the same goal of empowering young women and making the market-leading clothes they want to wear.

Missguided today

Today Missguided is one of the world’s most exciting multi-channel fashion brands, offering apparel, footwear, accessories and beauty products to young women through Missguided.co.uk.

Nitin has led Missguided to become one of the most recognisable brands in fashion, with an agility that sees us deliver commercial and affordable products to customers before trends hit.

Our signature confident style and broad product range has driven global development in recent years, now shipping to over 180 countries and locally active in the US, Australia, France, Spain, Ireland, Germany and Poland, with plans for further international expansion online and through a growing network of international franchise stores.

Missguided Store: Dubai Mall

Missguided is a social media pioneer and has a loyal following of over 9 million followers worldwide across its digital platforms.

Missguided has further developed its global profile and growth through wholesale partnerships with established brands such as ASOS, Zalando, The Iconic in Australia, Nelly in Scandinavia, and Namshi in the UAE

Today, Missguided is proud to have over 4 million active customers and growing.

Missguided Female Empowerment

But more importantly than the numbers, from the very start, Missguided has been on a mission to empower its female customers through our clothes, campaigns, collaborations and social media channels.

It resonates through everything we do – not only do we want our customers to look amazing, we want them to feel it too. From our clothes to our campaigns, we are on a mission to make every woman feel confident, sexy and effortlessly cool.

And that mission of empowerment isn’t just about our customers – in recent years it’s also been about how we source. We’ve become a proud and active member of the Ethical Trading Initiative, helping protect those who work in our supply chains.  We have also challenged ourselves to start dreaming big about the wider impact we can make – for example ensuring our packaging is fully recyclable and partnering with others to find innovative ways for customers to recycle what they buy from us.

Through global campaigns with the likes of supermodel Jourdan Dunn, international talents such as Sofia Richie and iconic brands including Barbie and Playboy, Missguided continues to grow and uphold our reputation as one of THE global fashion leaders of our generation.

Jourdan Dunn x Misguided
Sofia Richie x Missguided

Find out more about Nitin Passi and Missguided

You can find out more about the brand and what it is like to work for Missguided in the new Channel 4 documentary Inside Missguided: Made in Manchester.