What Misspap does

Misspap is a UK-based women's fashion e-commerce retailer founded in 2013 and headquartered in Manchester, operating exclusively online through its owned website (misspap.com) and native iOS and Android mobile applications. The company is operated by Debenhams Brands Limited (company number 13135555), a subsidiary within the publicly listed Boohoo Group plc portfolio of fashion brands. Misspap targets fashion-conscious women aged 18–35, with a particular focus on occasion-wear, partywear, and going-out clothing — including sequin, satin, and velvet pieces, wedding guest attire, hen party outfits, holiday collections, and loungewear — complemented by shoes, accessories, beauty products, and gifts.

The platform is built on the shared Debenhams/Boohoo Group infrastructure and offers a visual search feature (computer vision-based image matching) enabling customers to upload or photograph an item to find similar products. Misspap supports a broad payment stack including Visa, Mastercard, American Express, PayPal, Apple Pay, Google Pay, Klarna, Clearpay, and the group-branded DebenhamsPay+ account and Debenhams Mastercard. In parallel with first-party retail, Misspap operates as a marketplace platform hosting 300+ third-party concessionaire brands (including Monsoon Accessorize, WatchShop, Chi Chi London, and Daniel Wellington), earning commission revenue on those sales.

Revenue mechanics combine one-time product sales (with frequent promotional discounting, including 15% off for new customers and up to 40% seasonal sale), an e-gift card product (£10–£250 denominations), a subscription-based 'Unlimited Delivery' membership, and marketplace concessionaire commissions. Go-to-market is direct-to-consumer, relying on email, social, student discount partnerships (Student Beans, UNiDAYS), and promotional campaigns; no physical retail is operated. Headcount is reported in the 101–250 range, and the registered office is at 49/51 Dale Street, Manchester. No revenue, funding, or cap-table information is publicly disclosed.

Name

Misspap

Legal name

Debenhams Brands Limited

Website

https://misspap.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

101–250 employees

Short description

Misspap is a UK-based direct-to-consumer women's fashion e-commerce retailer targeting women aged 18–35 with occasion-wear, partywear, shoes, accessories, beauty, and gifts. Operated by Debenhams Brands Limited within the Boohoo Group portfolio, it sells exclusively online and hosts 300+ third-party concessionaire brands as a marketplace.

Ownership category

akta.pro rank

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: Misspap generates revenue through direct retail sales of women's clothing, footwear, accessories, and beauty products to consumers via its e-commerce platform. Products are sold at full price as well as through promotional discounts and seasonal sales.
2. Marketplace Concessionaire Commissions: Misspap acts as a marketplace platform for third-party concessionaire brands (such as Monsoon Accessorize, WatchShop, MegaTshirtStore, and 300+ others) who sell their products on the misspap.com site. Misspap earns commissions on these third-party sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Misspap is an online women's fashion retailer operating from misspap.com and mobile apps, selling own-brand clothing, footwear, accessories, beauty products, and gifts targeted at fashion-conscious women aged 18-35. The platform also functions as a marketplace hosting 300+ third-party concessionaire brands, with Misspap earning commissions on those third-party sales in addition to direct product revenue. Supplementary services include e-gift cards (£10-£250 denominations), a subscription Unlimited Delivery membership, and the Debenhams Pay+ store credit account.

Product overview

Misspap is a women's fashion e-commerce retailer operated by Debenhams Brands Limited, offering a comprehensive online fashion platform featuring clothing, footwear, accessories, beauty products, and gifts. The product portfolio centers on a core clothing range including dresses, tops, jumpsuits, jeans, and outerwear, complemented by shoes and accessories (heels, boots, bags, jewellery), an extensive beauty section (makeup, fragrance, skincare, haircare), and a dedicated gifts category. The platform operates through the Misspap e-commerce site with supplementary services including e-gift cards in denominations from £10-£250, a subscription Unlimited Delivery membership, and Debenhams Pay+ financial service. Key differentiated collections include Going Out/Partywear (sequin, satin, velvet pieces), Occasion/Event Wear (wedding guest, hen party), and seasonal offerings (Christmas Shop, Winter Collection, Holiday Shop). The site features visual search technology allowing customers to upload photos to find similar products. Misspap operates as both a direct retailer and marketplace hosting third-party Concessionaire Brands.

Differentiator

Problem solved

Functional benefit

Products and services

• Women's Clothing Core apparel range including dresses, tops, jumpsuits, playsuits, co-ord sets, jeans, trousers, knitwear, coats, jackets, tailoring, skirts, swimwear, shorts, and petite-specific sizing for fashion-conscious women aged 18-35.
• Shoes & Accessories Footwear including heels, boots, flats, sandals, loafers, and court shoes, complemented by bags, purses, hats, jewellery, scarves, and belts for women.
• Beauty Beauty products including makeup (lipstick, foundation, eye shadow, blusher, bronzer, concealer, mascara, primer), fragrance, skincare (moisturisers, cleansers, serums, eye care, toners, masks), haircare, and beauty electricals.
• Gifts Gift selection including novelty gifts, beauty gift sets, jewellery, accessories, watches, candles, diffusers, and luxury gifts for her, available across multiple price ranges.
• Misspap E-Gift Card Digital gift cards in fixed denominations from £10 to £250, redeemable on misspap.com, sent via email with optional scheduled delivery.
• Misspap Unlimited Delivery Monthly subscription membership providing unlimited delivery on orders for frequent shoppers seeking free shipping benefits on misspap.com purchases.
• Debenhams Pay+ Store credit and payment account allowing customers to manage purchases and payments within the Misspap and Debenhams ecosystem.
• Going Out / Partywear Collection Special occasion and evening wear featuring sequin outfits, satin clothing, velvet pieces, going-out dresses, and related accessories targeted at women shopping for night-out and party attire.
• Occasion / Event Wear Collection Dresses and outfits for specific occasions including bridesmaid, wedding guest, hen party, brunch, and casual daywear.
• Loungewear Collection Comfortable at-home wear including pyjamas, loungewear sets, and relaxed casual clothing.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

AI capability2 records

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• Boohoo GroupcoreStrategic or Co-development PartnerMisspap operates as part of the Boohoo Group portfolio of fashion brands. The brand is operated by Debenhams Brands Limited, which is part of the Boohoo Group ecosystem. Misspap is listed among Boohoo Group brands alongside Debenhams, Dorothy Perkins, Wallis, Oasis, Coast, Burton, Warehouse, and Nasty Gal. The brand leverages the group's infrastructure, logistics, and technology platform.
• Student BeansminorGTM or Marketing PartnerStudent discount partner program providing verified students with 20% discount on Misspap purchases through the Student Beans verification platform.
• UNiDAYSminorGTM or Marketing PartnerStudent discount partner program providing verified students with 20% discount on Misspap purchases through the UNiDAYS verification platform.
• Debenhams Brands LimitedcoreOthersMisspap is operated by Debenhams Brands Limited (company number 13135555), a subsidiary within the Boohoo Group. The legal entity that operates www.misspap.com is DBZ Marketplace Online Limited.
• DebenhamscoreOthersMisspap operates on the Debenhams platform infrastructure and is part of the Debenhams brand family. The website uses Debenhams branding, payment systems (DebenhamsPay+), and is listed among 'family of brands' that includes Debenhams, Dorothy Perkins, Wallis, Oasis, Coast, Burton, and Warehouse.

Recent moves1 record

Expansion highlights5 records

Broad incumbents

• H&M: Global fast-fashion incumbent offering trend-driven women's apparel at accessible prices across physical and digital channels. Comparable to Misspap in target demographic and value-pricing model, though operating at much larger scale with broader category coverage.
• New Look: Established UK high-street fashion retailer offering women's clothing, footwear, and accessories across occasion, casual, and workwear. Comparable to Misspap as a broader women's fashion brand with overlapping target customer, though operating a hybrid online-plus-store model.

Direct peers

• PrettyLittleThing: Boohoo Group-owned women's fast-fashion e-commerce retailer focused on occasion-wear, going-out outfits, and party dresses at accessible prices. Closely comparable to Misspap in target demographic (18–35), product focus (partywear, occasionwear), and DTC e-commerce model.
• Nasty Gal: Boohoo Group brand positioned as edgy, trend-led women's fashion e-commerce retailer. Directly comparable to Misspap as a sister brand under Boohoo, sharing platform infrastructure and targeting young female consumers seeking statement occasion-wear.
• Quiz Clothing: UK fast-fashion retailer specializing in occasion-wear, partywear, and going-out outfits for young women, sold via online and concession channels. Closely comparable to Misspap's occasion-wear niche and price-point positioning within the UK market.
• Boohoo: Flagship Boohoo Group brand operating as a global women's and men's fast-fashion e-commerce retailer. Directly comparable to Misspap as a sister brand targeting overlapping 18–35 customer segments with trend-driven, low-price-point apparel sold exclusively online.
• Shein: Global ultra-fast-fashion e-commerce retailer offering trend-led women's apparel at aggressively low price points. Comparable to Misspap in target customer (young women), occasion-wear assortment, and digital-only distribution, though operating at vastly larger scale globally.
• ASOS: Leading UK-based online fashion retailer targeting 20-somethings with trend-driven women's and men's apparel, accessories, and beauty. Directly comparable to Misspap in DTC e-commerce model, occasion-wear emphasis, marketplace-plus-owned-brand structure, and target demographic.
• Coast (Boohoo Group brand): Boohoo Group-owned women's occasionwear and occasion-dresses brand. Directly comparable to Misspap as a sister brand focused on special-occasion and event wear for women, sharing group infrastructure and customer overlap.

Emerging players

• Karen Millen: UK women's fashion brand offering premium occasionwear, dresses, and tailored pieces via owned e-commerce. Comparable to Misspap in occasion-wear niche and women's focus, though positioned at a higher price point with a more premium brand identity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/misspap

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Misspap