MISSGUIDED could be sold to Singapore fashion retailer Shein.
High street billionaire Mike Ashley is in talks to sell the online clothing label.
Both companies are in negotiations about a deal, according to reports from Sky News.
It would be Shein’s first purchase of a British fashion brand.
According to city sources, Sky reported that discussions have been happening for several weeks.
Though there is no indication of whether a sale will actually happen at this point in time.
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Mike Ashley’s Frasers Group snapped up Missguided in June last year.
Missguided collapsed into administration after suppliers accused the business of millions of pounds worth of outstanding payments.
But Frasers Group, which also owns Sports Direct and House of Fraser, confirmed it had bought the intellectual property of the retailer and sister brand Mennace for around £20million.
It confirmed Missguided will continue to be operated by administrators for a transition period of around eight weeks.
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In July, The Sun reported that the retail empire saw pre-tax profits almost double from £335.6million to £660.7million in the year to the end of April.
Its boost in profits came as the group — which now includes brands and businesses ranging from Agent Provocateur to Sofa.com, Gieves & Hawkes and Flannels — saw sales rise by 15.8 per cent to £5.6billion.
Missguided, a Manchester-based company, was set up in 2009 by Nitin Passi, 39, with a £50,000 loan from his father Danny, a clothing supplier multi-millionaire.
The young entrepreneur soon became known for his love of the high life, his pink Lamborghini and an instinct for knowing what young women wanted to wear.
By the mid 2010s, the company had become a big name in the industry amid competitors Boohoo, Nasty Gal and Pretty Little Thing.
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