Missguided to launch at Bluewater in Kent

Women's fashion brand Missguided will open a second store at Bluewater in Kent. Located on the lower Rose Gallery, the 1,486 sq m statement store will also be the brand's first outside London. The store has been designed by Dalziel and Pow and will stock all of Missguided’s collections, including high fashion, lingerie and nightwear, activewear, maternity and bridal.

'Signing Missguided for the store that marks the brand’s move out of London is a major milestone for Bluewater, and a great way to begin 2017. Missguided’s commitment to fast fashion will appeal to Bluewater’s guests, with whom we are confident the brand will be an immediate hit,' says Russell Loveland, portfolio director at Land Securities, co-owner and asset manager of Bluewater. 'Missguided is also the latest step in our strategy of continual evolution of Bluewater’s offer. Last year, more than 20 new brands opened, a number of whom created statement stores unique to Bluewater. Missguided joins an exciting line-up that differentiates Bluewater from any other location in the UK.

Nitin Passi, founder of Missguided, adds: 'Bluewater is a great brand match for Missguided and 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.'

Pictured is the brand's Westfield Stratford City store, also designed by Dalziel and Pow.

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