Online fashion brand Missguided has opened its first physical store, with three others to follow early next year. The company, based in Manchester, opened the 20,000 sq ft flagship in Westfield Stratford yesterday at a launch party featuring Baddie Winkle.

It adds to the brand’s concessions in Birmingham and Manchester branches of Selfridges as well as a presence in Spain and Turkey.

Founder Nitin Passi commented: “Stores are something our customers have been asking us for, for a number of years, and it give us a great opportunity to bring the brand to life. We believe the retail environment on the high street has got a bit stale so we have decided to take some of our online learnings and brand DNA into a physical space and use technology and in store experiences to bring them to life.

“Social is huge for us so this will be a prominent feature throughout the stores and we will promote interaction with our customers as well as use the store as an opportunity to attract new customers who wouldn’t necessarily shop with us online.”