Away That Day Limited, a premium UK swimwear brand stocked by Selfridges and Harvey Nichols, has entered administration. Business advisory firm Quantuma confirmed it has been appointed joint administrators of the brand, which has reportedly been worn by celebrities including Kendall Jenner.
Quantuma’s Sam Gaunt and Terri Mulgrew were appointed on October 9, 2026 and completed a pre-packaged sale of certain assets. This saw six members of staff made redundant. The brand’s website is currently down.
Brand launched in 2018
The women’s swimwear business launched in 2018 and started as a direct-to-consumer e-commerce operation worldwide, with Europe representing a significant proportion of sales. The brand is sold in 80 countries, with one-piece swimwear costing over £100.
However, following a combination of geopolitical events and broader economic conditions, international sales reduced and it increased its reliance on the UK market, with approximately 90% of e-commerce sales being generated domestically.
Financial difficulties
The rapid expansion of the wholesale business significantly increased the company's working capital requirements and it became increasingly reliant on external funding, resulting in significant interest costs. In July and August 2026, the company sought additional funding alongside a further shareholder fundraising round, which was unsuccessful.
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.
"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".
Why companies enter administration
Businesses can enter administration when they are unable to settle their debts, a situation known as insolvency. Payments to creditors or anyone owed money by the company are suspended throughout this process.
Plans to restructure the firm are developed, and an administrator from a qualified accountancy practice takes control. They oversee operations until a new owner can be identified. Creditors must receive as much repayment as possible, which is generally achieved through asset sales. Administration is a lengthy procedure and can take several months. A company can be put into liquidation and shut down if there is no way to make more cash.
