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Missguided signs retail deal with Asda


Manchester-based online fashion retailer, Missguided, has signed a brand partnership deal with Asda.

The move will mean that Missguided products will be available to buy at more than 100 George at Asda stores.

“We’ve already launched with a number of third-party brands to offer their products online and in our stores, using our combined expertise to create a compelling customer proposition for younger shoppers,” said Zoe Matthews, Vice-President of George product.

“A focus on test and learn and agile processes has enabled us to do this at pace, taking learnings from each to continually improve the customer experience.

“We continue to grow the roster of brands we’re able to offer, with more exciting collaborations planned that complement our core George fashion business.”

Missguided was founded by Nitin Passi in 2009.

While it’s not the first time that the brand has been available in bricks and mortar stores, previously they have only been concessions, such as at Selfridges.

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