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Australian visits to Missguided have declined 78.4% since 2019, according to SEMRush analysis.

The data showed a severe decline in traffic in September 2021, falling 77.54% from the month prior. 

In the first four months of 2022 compared to 2021, site traffic declined 46.43% representing a loss of more than 252,000 visitors over that period.

The result was despite a strong Q1 2022, where traffic increased year on year by 19%.

Last week, Frasers Group salvaged the brand from administration by securing certain intellectual property for a cash consideration of £20 million. 

Following completion, the business will be operated by the administrator under a transitional agreement for a period of approximately eight weeks.

It is then the intention that Missguided will operate as a standalone business within the Group.

Frasers Group CEO Michael Murray said he plans to leverage its digital-first approach. 

"We are delighted to secure a long-term future for Missguided, which will benefit from the strength and scale of FG's platform and our operational excellence," he said.

"Missguided's digital-first approach to the latest trends in women's fashion will bring additional expertise to the wider Frasers Group."

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