Land Securities has announced that Missguided, the forward-thinking fashion brand, is to open its second store at Bluewater, Europe’s leading retail and leisure destination.  The 16,000 sq ft statement store, situated on Bluewater’s lower Rose Gallery, opens this summer and will also be the brand’s first outside London.

Founded by Nitin Passi in 2009, Missguided has become an established women’s fashion brand with a single store in London and two Selfridge’s concessions.  The new Bluewater store has been designed by Dalziel & Pow and will stock all of Missguided’s collections, including high fashion, lingerie and nightwear, activewear, maternity and bridal.

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.

“Missguided is also the latest step in our strategy of continual evolution of Bluewater’s offer.  Last year, more than 20 new brands opened, a number of whom created statement stores unique to Bluewater.  Missguided joins an exciting line-up that differentiates Bluewater from any other location in the UK.”

Nitin Passi, Founder of Missguided, added: “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.”

In the last 12 months, more than 100,000 sq ft of space at Bluewater is new or enhanced, including upsized stores for H&M and FatFace, the former opening its 40,000 sq ft regional flagship on the upper Thames Walk in November last year, and Mint Velvet’s first store in a non-High Street location.  In addition, Pravins jewellers is opening a boutique in 2017.

CBRE and Time Retail Partners acted for Bluewater.  Richard Collyer International represented Missguided.