Missguided First Vietnam’s Store Opening
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UK-based fashion brand Missguided Vietnam has opened its first store.
Located on Level 2 of Ho Chi Minh City’s Saigon Centre, the new store is a part of the brand’s expansion internationally, which follows rationalization in its home market. The label has also opened its first franchised store in Dubai Mall, under a partnership with retail group Azadea.
More stores are poised to open in the UAE, Qatar, Saudi Arabia, Kuwait, Bahrain, Jordan, Lebanon, and Egypt.
Early February, Missguided closed its flagship in London’s Westfield Stratford City, which was also its first brick-and-mortar store, after three years of operating.
The loss-making 20,000sqft store reportedly had two years left on the lease but Missguided negotiated to exit early.
The brand now has only one store in the UK, at Bluewater shopping center in Kent.
Questions & Answers
Q.What is the strategic context for Missguided opening new stores in international markets?
What is the strategic context for Missguided opening new stores in international markets?
The opening of new international stores, such as the one in Vietnam and the franchised Dubai Mall location, is part of the brand's international expansion strategy. This follows a period of rationalisation within its home market, suggesting a shift in focus for growth.
Q.Which specific countries are targeted for Missguided's future expansion in the Middle East?
Which specific countries are targeted for Missguided's future expansion in the Middle East?
Following the opening of a franchised store in Dubai, Missguided plans to open more stores in several Middle Eastern countries. These include the UAE, Qatar, Saudi Arabia, Kuwait, Bahrain, Jordan, Lebanon, and Egypt, indicating a broad regional push.
Q.What happened to Missguided’s first brick-and-mortar store in the UK?
What happened to Missguided’s first brick-and-mortar store in the UK?
Missguided closed its flagship store in London’s Westfield Stratford City in early February. This was its first physical store, operating for three years, and was reportedly loss-making. The brand negotiated an early exit despite having two years left on its lease.