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60. Nitin Passi, founder, Missguided

Nitin Passi

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As this year’s winner of the coveted Pure-play Etailer of the Year gong at the 25th anniversary Drapers Awards, Missguided has continued to go from strength to strength under Nitin Passi’s leadership, duly earning him his inaugural spot in the Top 100 this year.

His innovative ideas to create a leading etail business capable of taking on the giants including Asos and Very, have included being the first to sign up to the new click-and-collect service ToYou launched by Asda in November, while in October he also revealed increased website personalisation had led to £4m in incremental revenue so far this year. In June Passi also explored the option of physical retail space with a pop-up concession launched in Selfridges in Manchester.

The fast fashion etailer also demonstrated its growing confidence this year with new category launches for autumn 15 including its first lingerie and nightwear collection as well as activewear and a premium sub-brand called Peace & Love.

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