Missguided Teams Again With Nicole Scherzinger

The online fashion retailer based in Manchester, England, is gearing up for a second collaboration with the singer.

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ONLINE ENCORE: Missguided, the online fashion retailer based in Manchester, England, is gearing up for a second collaboration with Nicole Scherzinger, after launching a first collection with the singer in March. The second collection, for fall, will follow on from a spring collection that included pieces such as halter-neck jumpsuits, faux leather leggings and figure-hugging, knee length dresses. Prices for the first collection ran from around $25 for a skirt through to $80 for a dress.

Nitin Passi, Missguided’s founder and managing director said that working with Scherzinger was “a natural choice.” “She’s personable, fun and loves to experiment with fashion — all qualities that truly represent our customer,” he said. Passi added that when Scherzinger’s first collection with Missguided launched in March, the firm’s sales jumped 50 percent compared to the previous month. “We worked…on the product to make it different from our mainline collection yet commercial at the same time,” he said. Missguided, which Passin founded in 2009, is a vertically-integrated retailer that manufactures much of its product in the U.K.. In 2013, it achieved sales of $80 million, and operates dedicated sites for the U.S., Australia, France and Europe, alongside the U.K., and ships to 168 countries.

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