UK swimwear brand Away That Day enters administration

Summarised from 2 outlets · Updated 15 Oct, 16:33 · Archive

Premium UK swimwear brand Away That Day Limited has entered administration after eight years, with six staff made redundant.

Away That Day Limited, a UK swimwear brand established in 2018, has entered administration. Business advisory firm Quantuma was appointed as joint administrators on 9 October 2026 and completed a pre-packaged sale of certain assets, resulting in six employees being made redundant. The company's website is currently offline.

The premium brand was sold in 80 countries and stocked through high-end retailers including Selfridges and Harvey Nichols, with single-piece swimsuits retailing at over £100. It reportedly attracted celebrity customers including Kendall Jenner. The business initially operated as a direct-to-consumer e-commerce operation worldwide, with Europe representing a significant proportion of sales.

The company faced mounting financial pressures following geopolitical events and broader economic conditions that reduced international sales. It became increasingly reliant on the UK market, generating approximately 90% of e-commerce sales domestically. Rapid expansion of the wholesale business significantly increased working capital requirements, leaving the company dependent on external funding and facing substantial interest costs. In July and August 2026, the business pursued additional funding alongside a shareholder fundraising round, both of which proved unsuccessful.

How it is being reported

• UK fashion brand crashes into administration after 8 years — sold in 80 countriesIt's stocked in Selfridges and Harvey Nichols and reportedly worn by celebrities including Kendall Jenner.Daily Express · 15 Oct, 16:13
• UK fashion brand sold in 80 countries crashes into administration after 8 yearsThe brand has been worn by celebrities including Kendall Jenner.The Mirror · 15 Oct, 16:08

In this story: Away That Day Limited · Quantuma · Selfridges · Harvey Nichols · Kendall Jenner · Sam Gaunt

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