Nitin Passi

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Nitin Passi
Born Template:Birth year and age
Residence Manchester and London
Nationality British
Occupation Businessman
Known for Founder of Missguided
Net worth £250 million

Nitin Passi (November 1982)[1] is founder and owner of fashion retailer Missguided.

According to The Sunday Times Rich List, he has a net worth of £250 million.[2]

Early life

Born in Cheshire, Passi grew up in Surrey, Hong Kong and New York.[3][4][5] His grandfather moved to the UK from India in the 1960s and set up a knitwear factory.[6][7]

Passi went to Cranleigh School and Newcastle University, where he studied business management.[8][3][9]

After graduation, he worked for his father's fashion wholesaler.[8][10]


In 2008, Passi founded Missguided from a factory in Prestwich, Greater Manchester, with a £50,000 loan from his dad, using £3,000 to set up the website and £5,000 to buy stock.[8][11] He repaid the loan within 6 months.[2][12]

Passi has said that the launch of the company was originally motivated by recognising the growth of online retail and the fewer fashion options available for younger women.[13][14]

The company has partnered with a number of celebrities, including Nicole Scherzinger, and Passi credits the success of the brand to its use of celebrities and its ability to reach consumers via social media networks.[15][16]

In 2015, sales were £86 million.[15] In 2016 and 2017, the brand opened physical retail outlets in Bluewater and Westfield Stratford City.[17]

By 2018, the firm revealed it has fallen into the red and was planning to make redundancies.[18] In 2019, it was announced that Missguided would close its Westfield store, leading to a consultation on further redundancies.[19]

In 2018, Passi was reprimanded for failing to appear at a Parliamentary Select Committee inquiry into sustainability and sending a colleague in his stead.[20][21][22][23]

Personal life

Passi once owned a pink Lamborghini and calls himself a "fitness fanatic".[3][24]

He lives in Manchester in the week and London on the weekend.[25]


  1. "Nitin PASSI - Personal Appointments (free information from Companies House)" (in en). 
  2. 2.0 2.1 "Login". 
  3. 3.0 3.1 3.2 "How Missguided's boss airfreights clothes to keep up with orders". 2018-11-17. 
  4. McCall, Tyler. "How Missguided Founder Nitin Passi Created an $80 Million Business in Five Years" (in en). 
  5. "North West Business Insider August 2015 | Insider Media Ltd". 
  6. "Subscribe to read" (in en-GB). 
  7. "Connecting People Through News". 
  8. 8.0 8.1 8.2 "The Drapers Interview: Missguided's Nitin Passi is taking it to the street" (in en). 
  9. Shah, Oliver (2015-07-05). "Someone told me I was on the Rich List and I was like, what?" (in en). The Sunday Times. ISSN 0956-1382. 
  10. "How Nicole Scherzinger helped boost Missguided". 
  11. "Subscribe to read" (in en-GB). 
  12. Davidson, Lauren (2015-01-03). "The bosses to watch in 2015" (in en-GB). ISSN 0307-1235. 
  13. "Founder of Missguided is taking on big retail names". 2015-04-04. 
  14. UK, Oscar Williams-Grut, Business Insider. "Sales at online millennial fashion retailer Missguided jumped 75% last year". 
  15. 15.0 15.1 "Founder of Missguided is taking on big retail names". 2015-04-04. 
  16. Cocozza, Paula (2015-04-07). "Faster fashion: ‘If a trend comes, we need to have it on our site in under a week’" (in en-GB). The Guardian. ISSN 0261-3077. 
  17. "Subscribe to read" (in en-GB). 
  18. Stevens, Ben (2018-02-26). "Dozens of jobs at risk as Missguided suffers from "tough market"" (in en-GB). 
  19. Geoghegan, Jill. "Missguided to close Westfield store" (in en). 
  20. Stevens, Ben (2018-11-26). "MPs reprimand Missguided CEO over sustainability inquiry" (in en-GB). 
  21. Sutherl, 23 November 2018By Emily. "Missguided boss under fire for parliamentary no-show" (in en). 
  22. "Fashion retailers questioned about sustainability - News from Parliament" (in English). 
  23. Tuahene, Shekina (2018-11-26). "Missguided boss slammed by MPs for Parliamentary no-show | Post" (in en-GB). 
  24. Bell, Alex (2015-05-21). "Missguided HQ could rival Google with floating meeting rooms, DJ booth & 'copter". 
  25. "How Missguided's boss airfreights clothes to keep up with orders". 2018-11-17.