Online retailer Missguided has opened its first UK concession, following the launch of a new partnership with premium department store chain Selfridges.

The fashion e-tailer, which is in the process of moving to a new headquarters in Salford Quays and is also building a new fulfilment centre nearby, now has a presence in Selfridges' Trafford Centre location.

It follows the launch of Missguided concessions in Nordstrom stores in the US, and the move is indicative of the wider industry's growing realisation that customers want to shop on a variety of digital and physical channels – not either or. Ecommerce giant Amazon, for example, is reportedly considering the opening of a bricks and mortar store to help physicalise its brand and showcase some of its own-label products.

Nitin Passi, founder and managing director of Missguided, said that the collaboration with Selfridges is part of a process of "experimentation" currently being undertaken by the company, six years on from its inception.

"Our focus now is all about experimentation with the brand, trying new and innovative ways to engage a wider market and allowing consumers more diverse ways to shop and interact with Missguided," he explained.

"We're really excited to be offering our first physical in-store collection for UK consumers. Our launch in Nordstrom stores in the US last month has already been extremely popular and we've had much demand from customers in the UK to do something similar."