The UK swimwear brand Away That Day Limited has entered administration, resulting in six employees being made redundant. The upmarket label, which sells single-piece swimsuits at over £100, is stocked in Selfridges and Harvey Nichols and has reportedly been worn by celebrities including Kendall Jenner.
Pre-pack sale executed by administrators
Business advisory firm Quantuma confirmed the appointment of Sam Gaunt and Terri Mulgrew as joint administrators on October 9, 2026. They executed a pre-packaged sale of certain assets, which led to the redundancies. The company's website is presently offline.
The women's swimwear enterprise was established in 2018 and initially operated as a direct-to-consumer e-commerce business worldwide, with Europe accounting for a substantial proportion of turnover.
Economic pressures and reliance on external funding
Following a series of geopolitical events and wider economic pressures, international sales declined and the business became more dependent on the UK market, with roughly 90% of e-commerce sales being generated domestically. The swift growth of the wholesale operation substantially increased the firm's working capital demands, and it became progressively reliant on external funding, leading to considerable interest costs.
In July and August 2026, the business pursued additional funding alongside a further shareholder fundraising round, which proved unsuccessful.
Administrator's statement
Sam Gaunt, managing director at Quantuma, said: "Away That Day had been trading well with strong online sales and a number of wholesale customers including high-end department stores. However, because of challenging economic conditions internationally and an increase in working capital requirements, the company became reliant on external funding, resulting in financial difficulty."
Gaunt added: "It's regrettable that a business built on genuine ambition has been placed into administration, however we are satisfied that the pre-pack transaction has secured the best result available for creditors in the circumstances."
How administration works
Companies may be pushed into administration when they are no longer able to meet their financial obligations, a situation referred to as insolvency. During this process, all payments to creditors or any parties owed money by the company are put on hold. A restructuring plan is then drawn up, with an administrator from a qualified accountancy firm managing day-to-day operations until a suitable new owner is found.
Creditors need to recover the maximum possible repayment, typically accomplished by selling off assets. The administration process is time-consuming and can stretch over several months. Should there be no viable means of generating additional funds, a company may be placed into liquidation and closed down.
