---
title: "Missguided in Middle East"
url: https://burnaze.com/article/4868067b-a98d-462e-8a3e-32be500af63b
source: "Global Franchise"
original_url: https://www.global-franchise.com/news/missguided-in-middle-east
author: "Global Franchise Team"
category: "Retail"
industry: "Retail"
published: 2018-03-21T10:45:00.000Z
modified: 2026-11-01T22:32:58.602Z
image: https://images.unsplash.com/photo-1524749292158-7540c2494485?w=1600&q=80&auto=format&fit=crop
---

# Missguided in Middle East

**TL;DR:** Missguided, a UK fashion retailer, is expanding into the Middle East through a deal with Azadea, a retail group. The expansion will include stores, websites, and click-and-collect services in several countries, including the UAE, Qatar, and Saudi Arabia.

*By Global Franchise Team, originally published in Global Franchise on 2018-03-21. [Read the original](https://www.global-franchise.com/news/missguided-in-middle-east).*

## Story

Clicks-to-bricks UK fashion retailer Missguided is establishing a strong presence in the Middle East following a deal with Azadea, the retail group. Stores, websites and click-and-collect services will be set up in the UAE, Qatar, Saudi Arabia, Kuwait, Bahrain, Jordan, Lebanon and Egypt. Missguided is already operating in France, Germany and the US.

Missguided chief executive 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.”

## Entities

- Retail (sector)
- Global Franchise (publication)
- international expansion (topic)
- James Fell (person)
- master franchise (topic)
- retail investment (topic)

---
Originally reported by Global Franchise Team, Global Franchise (https://www.global-franchise.com/news/missguided-in-middle-east). Summarized by Burnaze (https://burnaze.com/article/4868067b-a98d-462e-8a3e-32be500af63b).