Missguided are a highly successful global fashion retailer who have a mission to empower females to be confident in themselves and who they want to be. They are always conscious of the way they work and the impact of their business on the environment. They have an aim to reduce resource consumption and achieve zero waste to landfill through best practice environmental management and cultural change.

They have chosen to remain a loyal Fresh Start Waste customer over the years because of the excellent overall service provided, as well as the alignment Carbon Conscious Fresh Start Waste have with their zero to landfill pledge.

Prior to working with Fresh Start Waste all waste was being processed as General waste and not being recycled. Recycling levels now exceed 71% and regularly more than this level is achieved, with any non-recyclable waste being processed as refuse derived fuel which generates green energy, as opposed to going to landfill.

The services adopted by Missguided encourage segregation of general non-recyclable waste from card and mixed recycling, to ensure as much waste produced is fully recycled as possible.

There are internal bins where waste is separated at source, which is clearly labelled to assist staff in placing the right items in the right bin and maximise recycling.

The cleaning teams have been briefed on which clearly labelled external bin to place the internally collected waste in. Recyclable materials are sent for direct recycling and thanks to Fresh Start’s state of the art recycling centre, the general waste is further sorted to remove any recyclable items which may have been placed in the wrong bin.

On a monthly basis Missguided are provided with a recycling report showing tonnages and the breakdown of materials recycled. This has been bespoke designed to Missguided requirements and allows them to prove the impact their waste strategy is having on their overall commitment to a sustainable waste management and zero to landfill.

The reports are published internally with the purpose of obtaining further buy-in from staff in ensuring they reduce waste produced and place waste in the correct container to further maximise recycling levels, as they see the impact their efforts are having. The data also feeds into the facilities report to the Board of Directors, who are assured that the waste strategy is aligning with their mission.

Head Office contact details

Head Office

Scott House
114 Higher Green Lane
Astley, Manchester
M29 7JB

Operation & Recycling centres

Swinton Office

Unit 4,
Hilton Square
Bolton Road
M27 4DB


0808 178 1966