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Store foray puts online fashion retailer Missguided off course Singer Nicole Scherzinger wearing Missguided Online fashion retailer Missguided could end up regretting its foray into bricks and mortar as it slips into the red. Although sales jumped 75% to £205.8 million from £117 million, according to accounts just filed with Companies House, it posted a loss of £1.4 million against profits of £239,000 in the year to 26 March. The business, set up by Nitin Passi in 2009 with a £50,000 loan from his father, said its push into physical stores had dented profits. It opened two shops in London’s Westfield shopping centre and Bluewater in Kent — a £2.4 million setback for its retail arm. It also moved into a swanky new warehouse in Manchester that cost £4.8 million to fit out. Online sales in Britain were up by 40% while digital revenues exceeded 100% in America, France and Germany. Missguided, which now employs about 400 staff, is part of a clutch of fashion upstarts, including rivals Boohoo and Quiz, cashing in on the fast-changing demands of millennials. It has been tipped for a float on the stock market and has reportedly been valued at £700 million. The business is controlled by Nakai Investments, which is incorporated in the British Virgin Islands.
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