Swimwear brand Away That Day enters administration; six staff made redundant

Mixed · 2Away That Day Limited, a UK premium swimwear brand, has entered administration, and its website is currently offline. 1 2 Mixed · 2Business advisory firm Quantuma confirmed that Sam Gaunt and Terri Mulgrew were appointed joint administrators on 9 October 2026 and completed a pre-packaged sale of certain assets, which led to six staff being made redundant. 1 2 Mixed · 2The women's swimwear business launched in 2018 as a worldwide direct-to-consumer e-commerce operation, with Europe a significant share of sales; it is stocked by Selfridges and Harvey Nichols, with one-piece swimsuits costing over £100, and has reportedly been worn by Kendall Jenner. 1 2

Mixed · 2According to the administrators' account, geopolitical events and wider economic conditions reduced international sales, so the firm relied more on the UK, which generated about 90% of e-commerce sales. 1 2 Mixed · 2The rapid growth of its wholesale business greatly raised working capital needs, leaving the company reliant on external funding and incurring significant interest costs; an attempt in July and August 2026 to raise more funding, alongside a further shareholder fundraising round, was unsuccessful. 1 2 Mixed · 2Quantuma's Sam Gaunt said the company had been trading well with strong online sales and high-end department-store customers, called the outcome regrettable for a business 'built on genuine ambition', and said the pre-pack secured the best result available for creditors. 1 2

Mixed · 2Both outlets explain that administration suspends payments to creditors while an administrator takes control until a new owner is found, that it can take months, and that a company may be liquidated if no more cash can be raised. 1 2