Popular UK fashion brand Missguided is finally coming to Dubai

The online store is finally making its way to the Middle East

Missguided is set to open its first Middle Eastern store in Dubai Mall. Missguided / Instagram

British fashion store Missguided is set to open its first UAE branch in The Dubai Mall.

The brand is hugely popular in the UK and largely retails online, although after a successful concession in Selfridges it opened its first physical store in London’s Westfields in 2016.

The affordable fashion store is known for its collaborative collections with celebrities and social media influencers, as well as its fast-fashion take on street style trends.

The store is set to open in the unit formerly occupied by New Look, close to the Dubai Aquarium.

Missguided announced its plans to open its first store in the Middle East earlier this year, but the boards have now gone up at The Dubai Mall suggesting the brand's arrival is imminent.

A UAE website and click and collect service are set to follow the store’s opening.

At the time of the announcement, CEO and founder of Missguided Nitin Passi said: “We are thrilled to introduce Missguided to the Middle East with a forward-thinking and creative fast-fashion experience. Alongside our partner Azadea, we will deliver a multi-touchpoint shopping journey with unique fashion concepts for every element of life.”

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