Miss Selfridge
Miss Selfridge is a UK women's fashion brand founded in 1966, now wholly owned by ASOS and sold exclusively through the ASOS e-commerce platform, serving young, fashion-conscious consumers with dresses, tops, shoes, and accessories.
- Company typePrivate
- Founded1966
- HeadquartersLondon, United Kingdom
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Miss Selfridge does
Miss Selfridge is a UK women's fashion brand founded in 1966, targeting young, fashion-conscious consumers with trend-driven dresses, tops, shoes, accessories, and occasion wear. Since 2015, the brand has been wholly owned by ASOS plc (London Stock Exchange: ASC) and operates exclusively as a house brand within the ASOS e-commerce marketplace, accessible via the ASOS website and mobile applications. The standalone missselfridge.com domain has been retired in favor of a redirect to ASOS, indicating full operational integration under the parent.
The brand's commercial model is a marketplace transaction-revenue model: Miss Selfridge generates revenue through direct sales of women's apparel on the ASOS platform, with checkout, fulfillment, returns, and customer care handled by ASOS's shared infrastructure. Marketing channels are consolidated into ASOS's owned social accounts (Instagram, Facebook, Snapchat) and digital properties, and the brand benefits from ASOS's payments stack including major card networks, Apple Pay, PayPal, Klarna, and Clearpay. Geographic reach is technically global through ASOS's shipping footprint, though the brand's primary market remains the United Kingdom.
As a non-independent sub-brand, Miss Selfridge has no separately disclosed financials, headcount, or standalone product roadmap; its strategic direction, pricing, and assortment decisions are managed within the ASOS group. The brand contributes intangible value through heritage and established recognition in UK young-women's fashion rather than proprietary technology or differentiated operations.
Miss Selfridge firmographics
Firmographics- Name
- Miss Selfridge
- Legal name
- Miss Selfridge
- Website
- https://missselfridge.com
- Company type
- Private
- Founded year
- 1966
- Operating status
- Acquired
- Headcount range
- 1,001–5,000 employees
- Short description
- Miss Selfridge is a UK women's fashion brand founded in 1966, now wholly owned by ASOS and sold exclusively through the ASOS e-commerce platform, serving young, fashion-conscious consumers with dresses, tops, shoes, and accessories.
- Ownership category
- akta.pro rank
Where Miss Selfridge is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Miss Selfridge business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Fashion Retail Sales: Miss Selfridge generates revenue through direct sales of women's fashion clothing, accessories, and footwear via the ASOS e-commerce platform. The brand operates as a owned label within ASOS's marketplace model.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
Miss Selfridge product offering
Product offeringCore offering
Miss Selfridge is a women's contemporary fashion brand that sells dresses, tops, shoes, and accessories targeted at young, fashion-conscious women. Following its 2015 acquisition by ASOS, the brand operates exclusively as a house brand within the ASOS e-commerce platform, with all products distributed through the ASOS website and mobile application.
Product overview
Miss Selfridge is a women's fast-fashion brand that has been integrated as a sub-brand into the ASOS online retail platform. The brand's entire collection—previously sold through the independent missselfridge.com website—is now exclusively distributed through ASOS. The product portfolio includes dresses, tops, shoes, accessories, and seasonal fashion items. As an ASOS brand, Miss Selfridge products benefit from ASOS's logistics, delivery, and customer care infrastructure while maintaining its distinct brand identity within the ASOS brand portfolio.
Differentiator
Problem solved
Functional benefit
Products and services
- Miss Selfridge Women's Fashion Collection Miss Selfridge collection of dresses, tops, shoes, and accessories targeting young, fashion-conscious women, sold through the ASOS online marketplace.
Companies that use Miss Selfridge
Customer profileSegments1 record
Ideal customer profiles1 record
Miss Selfridge technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
Miss Selfridge partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ASOScoreASOS acquired Miss Selfridge and now operates it as a house brand within their e-commerce portfolio. Miss Selfridge is listed as one of the ASOS Brands on the platform. The integration allows Miss Selfridge to leverage ASOS's e-commerce infrastructure, global logistics, and customer base for distribution of its women's fashion products.
Recent moves4 records
Expansion highlights3 records
Miss Selfridge competitors and assessment
Company assessmentBroad incumbents
- Zara: Zara is a global fast-fashion leader owned by Inditex, offering trend-driven women's clothing and accessories through integrated store and online channels. It competes with Miss Selfridge in the contemporary, trend-led affordable fashion segment with significantly larger scale.
- Mango: Mango is a global accessible women's fashion brand selling dresses, tops, and accessories across physical and digital channels. It competes with Miss Selfridge on contemporary occasion and everyday wear for young women, but operates at broader geographic scale.
- H&M: H&M is a global fast-fashion incumbent offering affordable women's apparel, footwear, and accessories across hundreds of stores and online. It competes with Miss Selfridge on trend speed and accessible price points, though at much larger scale and broader geographic reach.
Direct peers
- Urban Outfitters: Urban Outfitters targets a similar demographic of fashion-conscious young women with trend-led apparel, accessories, and footwear across its own retail and e-commerce channels. Its positioning on contemporary, occasion-driven women's fashion aligns with Miss Selfridge's assortment.
- River Island: River Island is a UK high-street fashion retailer offering trend-driven women's clothing, footwear, and accessories for a similar young to mid-market female demographic. Its pricing and product breadth directly overlap with Miss Selfridge's positioning within ASOS.
- New Look: New Look is a UK-based affordable women's fashion retailer selling dresses, tops, footwear, and accessories at similar accessible price points to Miss Selfridge. It shares the same core customer segment of value-conscious young women and competes in the same high-street and online channel.
- Topshop: Topshop was acquired by ASOS in 2021 alongside Miss Selfridge and now operates as a sister sub-brand on the ASOS platform. It targets the same young women's demographic with a similar trend-led, accessible price-point assortment, making it the most directly comparable peer.
- Boohoo: Boohoo is a UK-headquartered pure-play online fast-fashion retailer targeting young women with low-priced trend-led apparel. Its digital-first model, price points, and target demographic closely mirror Miss Selfridge's go-to-market within ASOS.
- PrettyLittleThing: PrettyLittleThing is an online fast-fashion retailer specializing in occasion wear, going-out dresses, and trend-led apparel for young women. It competes directly with Miss Selfridge's occasion-wear and party-dress assortment at comparable price points.
Regional players
- Warehouse: Warehouse was a UK high-street women's contemporary fashion brand, now owned by Boohoo Group. It is comparable to Miss Selfridge as a heritage UK women's occasion and contemporary wear brand that has been absorbed into a larger digital retail group.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Miss Selfridge social profiles
Digital presenceMiss Selfridge financial estimates
Financial estimateRevenue estimate
Valuation estimate
Miss Selfridge leadership team
Management profileNumber of profiles
Miss Selfridge funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Miss Selfridge M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Miss Selfridge
What does Miss Selfridge do?
Miss Selfridge is a women's contemporary fashion brand that sells dresses, tops, shoes, and accessories targeted at young, fashion-conscious women. Following its 2015 acquisition by ASOS, the brand operates exclusively as a house brand within the ASOS e-commerce platform, with all products distributed through the ASOS website and mobile application.
Is Miss Selfridge a public or private company?
Miss Selfridge is a private company. It is classified as corporate owned and is currently acquired.
When was Miss Selfridge founded?
Miss Selfridge was founded in 1966. It employs 1,001 to 5,000 people.
Where is Miss Selfridge based?
Miss Selfridge is headquartered in London, United Kingdom, in the Europe region.
How does Miss Selfridge make money?
One revenue line is on record: fashion Retail Sales.
Who are Miss Selfridge's main competitors?
Broad incumbents on record are Zara, Mango and H&M. Direct peers are Urban Outfitters, River Island, New Look, Topshop, Boohoo and PrettyLittleThing. Warehouse is listed as a regional player.
Does Miss Selfridge have an API?
No public API is recorded for Miss Selfridge.