[4] Since its launch, the online retailer has experienced rapid growth in the UK [5][6] and has expanded into the US, Australia, France and Germany.

[13] The next day, on 1 June 2022, Frasers Group bought the intellectual property of Missguided and its sister brand Mennace for around £20 million.

[14] It is estimated that 87 staff members will be made redundant and 147 will be moved to Frasers Group,[15] with the legal name changed to MGL Realisations (2022) Limited in July 2022.

In 30 October 2023, Frasers Group sold the branding rights and intellectual property of Misguided to online marketplace Shein, while retaining the staff and real estate of the company.

[23] The campaign was shot by Swedish photographer Arvida Byström,[24] from a concept created by creative director and stylist Soki Mak.

[25] A Bikini A Day bloggers Tash Oakley and Devin Brugman collaborated with Missguided in May 2016 to launch a new swimwear line.

[27] The company also launched collections with bloggers including Carli Bybel,[28] Caroline Receveur,[29] Sarah Ashcroft[30] and Alexis Ren.