Founded in 2009, Missguided is a UK-based online, multi-channel fashion store for women. Their mission is to empower females globally to be confident in themselves and be who they want to be. Informed by their customers along with global influences like social media, street style, and popular culture, they have created a destination that delivers and encompasses everything it means to be a girl on the go in the world today.
Missguided had long term plans for expansion with a business strategy focussed around growth - increasing revenues and profit margins alongside the conversion rate of visitors to its website. The goal was to remain extremely competitive in the low margin world of online retail.