Nitin Passi
British entrepreneur
From Wikipedia, the free encyclopedia
Nitin Passi (born November 1982) is a British entrepreneur and the founder of fashion retailer Missguided and brand management platform Sumwon Studios. In 2019, The Sunday Times Rich List estimated his net worth at £250 million.[1] Sumwon Studios, established in 2023, operates under a buy-and-build strategy, acquiring and scaling lifestyle and fashion brands including Missguided and Dutch label Balr.[2][3]
Nitin Passi | |
|---|---|
| Born | November 1982 (age 43) |
| Occupation | Businessperson |
| Known for | Founder of Missguided |
Early life
Born in Cheshire, Passi grew up in Surrey and Hong Kong and briefly lived in New York.[4][5] His grandfather moved to the UK from India in the 1960s and set up a knitwear factory.[6][7]
Passi went to Cranleigh School and Newcastle University, where he studied business management.[8][9]
After graduation, he worked for his father's fashion wholesaler.[8][10]
Career
After founding Missguided in 2009 and leading its growth into a global fast-fashion business, Passi stepped down in 2022 following the company’s administration. In June 2023, Shein acquired the Missguided brand, with operations licensed to Passi’s new venture, Sumwon Studios, a Dubai-based brand platform he founded the same year.[2]
Sumwon Studios operates a “buy-and-build” strategy focused on acquiring and scaling direct-to-consumer lifestyle brands through digital storytelling and global distribution.[11] Strategic investors include Shein.[2]
In 2025, the company acquired Balr., the Dutch lifestyle and football-inspired brand, following its bankruptcy proceedings. Passi described the acquisition as an opportunity to reposition Balr. “at the intersection of football, fashion and lifestyle.”[3] Sumwon Studios stated that it was on track to exceed US$400 million in revenue in the same year.[3]
Personal life
Passi was born in November 1982. He is based between the United Kingdom and Dubai, where Sumwon Studios is headquartered.[2]