Missguided plots Middle East expansion via franchise deal

British young fashion brand Missguided is planning an "extensive" expansion in the Middle East through a new franchise deal with Azadea Group.

The brand is targeting the markets of UAE, Qatar, Saudi Arabia, Kuwait, Bahrain, Jordan, Lebanon and Egypt where it plans to roll out physical stores, online stores and offer click and collect services.

CEO and founder of the Manchester-based brand said: “We are thrilled to introduce Missguided to the Middle East with a forward-thinking and creative fast-fashion experience. Alongside our partner Azadea, we will deliver a multi-touchpoint shopping journey with unique fashion concepts for every element of life.”

Azadea has been operating in the Middle East and North Africa for 40 years and currently owns and operates more than 50 international franchise concepts in fashion and accessories, food and beverage, home furnishings, sporting goods, multimedia, and beauty and cosmetics.

CEO Said G. Daher said: “We are proud to be the chosen partner to establish Missguided’s presence across the Middle East. Delivering differentiated concepts has been a core mission of ours for the past 40 years, and our partners are essential for making this happen. With our shared values, millennial mindset and organisational excellence, we will create an exceptional lifestyle experience for our customers.”

Missguided was founded as an online only brand targeting millennials with fast fashion in 2009. It recently moved into physical retail in the UK with standalone stores in Westfield Stratford and Bluewater in Kent.