Mike Ashley’s Frasers Group Has Bought the Fashion Retailer Misguided

Pictures Credit: By Hannah Morgan via Unsplash

Mike Ashley’s Fraser Group has brought Fashion Retailer Misguided out of administration for $25.16 million. The competitors include Boohoo, Shein and JD Sports.

Initially, Boohoo was in talks to acquire Misguided. As Boohoo brought many brands out of administration it backed out to acquire Misguided.

Fraser which also owns Sports Direct, House of Fraser and Flannels retail chains has purchased Mennace, the Misguided’s men’s brand. And, it also brought Intellectual property rights of the retailer.

Post completion of the deal, for about two months of Transition period the Misguided will be led by administrators. Later, it is going to operate as standalone company within Frasers group.

Fraser’s Growth

Misguided has run out of money and was on the verge of collapse and liable t...

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