Missguided opens first store outside of London at Bluewater


Land Securities has announced that Missguided, the global fashion brand, opened its first store outside of London on June 3 at Bluewater, Europe’s leading retail and leisure destination.

Situated on Bluewater’s lower Rose Gallery, the 16,200sq ft statement store has been designed by Dalziel & Pow.  Using the retail space as an extension of Missguided’s online expression, stand-out permanent fixtures and seasonal installations bring trends and campaigns to life. Social media also plays an integral part of the experience, blurring the lines between physical and digital whilst creating a two-way conversation with the target customer, aged 16-35.

The store includes many ‘Instagrammable’ moments that reinforce the ongoing #BabesofMissguided movement the brand has become known for.

Designed to create a completely immersive brand experience whilst browsing, the store has floor-to-ceiling digital screens on entrance and above the cashier desk that display the most recent campaigns.

A strong product offering remains at the core of Missguided’s Bluewater store, with hundreds of new lines being added each week. A specially designed shoe area, located towards the rear, acts as an in-store boutique where customers can browse the extensive offering. More specific ranges, including the premium Peace + Love collection and lingerie, are also available.

Russell Loveland, portfolio director at Land Securities, co-owner and asset manager of Bluewater, said: “Missguided’s fast-paced approach to retail and engaging their customers makes them a very exciting addition to Bluewater. The anticipation surrounding the launch weekend was very high and the store has already been a great hit with our guests. Missguided’s decision to open a statement store at Bluewater as their first step outside the capital is also a great endorsement of our position as Europe’s leading retail and leisure destination.”

To mark the launch, Missguided hosted a unique experiential offer over the weekend, including an in-store DJ, free Pan n Ice ice creams and complimentary NYX makeovers.  In a nod to the retailer’s omnichannel and social media credentials, a live Facebook tour of the store was also carried out by presenter, model and DJ, Snoochie Shy.

This announcement follows the recent launch of cosmetics brand Smashbox’s first store in the South East last month. April also saw The White Company open its newly upsized statement store on Bluewater’s lower Guildhall.  Fashion retailer Gap revealed its new UK concept store on the lower Rose Gallery in March.