Frasers Group to relaunch Missguided in House of Fraser stores this Spring




By guest author Georgia Wright from the Retail Gazette

January 10, 2023


  • Frasers Group is prepping to relaunch Missguided in a select number of House of Fraser stores this Spring
  • The retail giant snapped up the online fast-fashion business in June for GBP 20 million

Missguided’s new collection is set to launch in selective House of Fraser stores in April following Frasers Group’s acquisition of the brand last June.

Frasers Group is set to relaunch the Missguided range over Easter, both in House of Fraser stores and on its website, featuring a “fashion-forward, elevated” product offer, according to Drapers.

Frasers Group, which owns a host of retailers including Sports Direct, Flannels, Jack Wills and more bought Missguided out of administration for GBP 20m in June, beating off competition from Boohoo.

Missguided was once an online fashion success story, but in recent years it has failed to keep pace with bigger competitors Boohoo and Asos and has been hit hard by supply chain disruption.

The group said it will integrate the etailer with online women’s and men’s brand I Saw It First, which it bought in July last year for just one pound.

Back in August, Frasers Group named Greg Pateras as CEO of Missguided and

Pateras, who was the CEO of ISawItFirst when Frasers bought it last year, will oversee the retail group’s Manchester-based fashion brands.