Liverpool’s Miskyra: Scouse brand expands from St John’s 2026

Key Points

• Ritik Sauri, aged 25 years from Childwall, operates Miskyra and Kyra’s Kloset stores in the St John’s Shopping Centre along with a perfume store called My Dubai.
• After finishing his studies in business at the university, he inherited the family business at the age of 18 and came back to Liverpool during the onset of the pandemic to concentrate on online commerce.
• Most of the brand’s clothing is manufactured by itself in Britain, Paris and Italy, and shipped globally but maintains its Liverpool heritage.
• The sign outside Kyra’s Kloset that reads ‘Scouse and Proud’ highlights the brand’s roots in the city, and the owners say they are happiest serving the people of the United Kingdom.
• My Dubai, which was initially a clearance warehouse, has grown to stock more than 600 unisex perfumes and fragrances for homes, owing to the scent fascination of the owner’s father.

Liverpool (Liverpool standard) September 16, 2026 – The owner of two well‑known clothes shops and a fragrance store in Liverpool city centre has spoken about the pride he takes in running a “Scouse brand” that began locally and now sells across the world. Ritik Sauri, from Childwall, told the Liverpool Echo that the family’s retail journey started in markets before settling in St John’s, where Miskyra and Kyra’s Kloset have become fixtures for more than 25 years. As reported by Erin Bridges of the Liverpool Echo, Mr Sauri said: “We started in Liverpool, so that’s where we’re happy and my parents are very happy as well”.

How did Miskyra begin and evolve in Liverpool?

According to the Liverpool Echo, Mr Sauri’s parents, Reena, 52, and Raj, 56, built the business over more than 30 years in retail, initially trading at markets in Liverpool, Ormskirk, Blackpool and Southport. After closing the market stalls and shops in 2007, the family returned to Liverpool and opened Fever on the upper floor of St John’s, focusing on women’s clothing. In 2017 they relocated to the lower ground floor, rebranding as Miskyra (formerly Catwalk until 2020) and Kyra’s Kloset (formerly Rebellious until 2024), the Echo reported.

Mr Sauri said he took over day‑to‑day leadership in 2019, aged 18, aiming to take the business “to the next level” after his parents had already established it strongly. As reported by Erin Bridges of the Liverpool Echo, he said: “When the lockdown hit in 2020, my course went online. So I just came back from university and finished my course, I came back and just put all my time and effort into building Miskyra’s online presence up”.

What products do Miskyra and Kyra’s Kloset sell?

Miskyra and Kyra’s Kloset are described by the Liverpool Echo as among Liverpool’s most popular fashion brands, offering dresses, loungewear, hoodies, jackets, party pieces and summer casuals. The stores are colour‑coordinated to improve the shopping experience, the report said. Mr Sauri told the Echo: “We pride ourselves on having a lot of designs and a lot of styles of clothes that nobody has. So Miskyra manufactures a lot of its own stuff here in the UK, Paris and Italy”.

He added that he often sees people wearing Miskyra clothes when he is out in town or at events, and that friends sometimes ask how he knows where items were bought. As reported by Erin Bridges of the Liverpool Echo, he said: “Even when I go out with my mates, if I go to town or if I go out to events, I always see Miskyra clothes on people”.

Why does the owner emphasise Scouse brand pride?

Mr Sauri said the business takes pride in being a Liverpool‑born brand, even as its website now ships across Europe, the US and Australia. As reported by Erin Bridges of the Liverpool Echo, he said:

“Even in our shop in Kyra’s Closet, there’s a sign on the wall that says ‘Scouse and Proud’. So that shows that we really do, pride ourselves on being a Scouse brand”.

He added:

“This is where we were born, and even though we do ship all over the world now—our website ships all over Europe, all over the US, all over Australia – we do pride ourselves on our UK customers”.

His parents are now semi‑retired after decades in the industry, but remain closely connected to the brand’s identity, the Echo said. Mr Sauri told the paper:

“My parents are very proud and very happy. Obviously, there are struggles, there are issues sometimes with the business, you’ve got to try and get through them”.

What is My Dubai and how did it start?

The family also operates a fragrance shop called My Dubai in St John’s, which began as a Miskyra & Co clearance outlet selling leftover stock from Miskyra and Kyra’s Kloset, according to the Liverpool Echo. It now offers more than 600 unisex perfumes alongside household items such as diffusers, candles and air fresheners, plus body sprays and deodorant, the report said.

Mr Sauri told the Echo the idea came from his father’s enthusiasm for perfume and aftershave, at a time when Dubai and Arabian fragrances were becoming increasingly popular. As reported by Erin Bridges of the Liverpool Echo, he said: “We were going to vacate the unit, and then my dad changed his mind and said, ‘Why don’t we try perfumes?’ Because Dubai and Arabian perfumes are so on trend at the moment, everyone wants them”. He added: “So we decided to open the biggest and the widest collection of Arabian perfumes in, Liverpool city centre. Nobody’s got the variety that we’ve got”.

Background to the development of Miskyra as a Scouse brand

Miskyra’s development reflects a longer pattern of family‑run retail adapting from market trading to fixed city‑centre premises and then to omnichannel sales with a strong online component. The shift from Fever to Miskyra and Kyra’s Kloset in 2017 coincided with a broader move towards curated fashion ranges and distinct brand identities within the same shopping centre footprint, as documented by the Liverpool Echo. The pivot during the 2020 lockdown to prioritise e‑commerce allowed the business to extend its reach beyond Merseyside while retaining a Liverpool base for design, buying and customer service, the report said. The addition of My Dubai diversified revenue streams into fast‑growing fragrance categories, leveraging trends in Arabian perfumes that have gained traction in UK high streets in recent years, according to the Echo.

Prediction: how could this development affect shoppers and local retailers?

If Miskyra continues to expand its online sales while maintaining prominent city‑centre stores, local shoppers may benefit from wider product availability and faster access to new designs, while the brand’s “Scouse and Proud” positioning could strengthen customer loyalty among Liverpool residents who prefer to support home‑grown businesses, as suggested by the owner’s comments to the Liverpool Echo.

For other independent retailers in St John’s and surrounding areas, the model of combining in‑store experience with international shipping and in‑house manufacturing may encourage similar investments in e‑commerce and own‑brand lines, potentially raising the overall quality and distinctiveness of offers in the city centre, the Echo report indicates. At the same time, the growth of a successful local brand with global reach could increase competition for footfall and online attention, meaning neighbouring stores may need to sharpen their own branding and digital strategies to retain visibility, as implied by the brand’s emphasis on unique designs and worldwide shipping.