Online women’s fashion brand Missguided is poised to open its second bricks-and-mortar store in Bluewater.
The clothing retailer, which launched its first shop in Westfield shopping centre in Stratford in November, is due to open the new 16,000sq ft outlet in the summer.
Founded by Nitin Passi in 2009 as a rival to Boohoo.com and ASOS, it is continuing its march towards a stronger physical presence.
It has two concessions in Selfridge’s where it stocks its fashion, lingerie and nightwear, activewear, maternity and bridal wear.
Bluewater announced the news of its new tenant with a tweet of the brand’s logo last night.
It is hoped that a number of new jobs will be created at the site on the shopping centre’s lower Rose Gallery.
Russell Loveland, portfolio director at Land Securities, co-owner and asset manager of Bluewater, said: “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.”
The new addition is described by Mr Loveland as the latest step in the “continual evolution” of Bluewater.
Last year, more than 20 new brands opened, while H&M and FatFace launched enlarged stores.
Missguided founder Mr Passi said: “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.”