UK swimwear company plunges into administration - ‘sustainable and sexy’ bikinis

A UK swimwear company is one of the latest fashion brands to enter administration, according to a notice posted in the London Gazette today. It comes as a recent report from the Insolvency Service revealed that the number of insolvencies in England and Wales is significantly higher than the lows of 2020 and 2021. In particular, it revealed that the number of administrations in August 2026 was 44% higher than in July 2026 and 60% higher than in August 2025. Administration is a legal process whereby an administrator is appointed to help rescue an insolvent company. This often includes restructuring and the sale of some of the firm's assets.

A notice in the London Gazette today confirmed that Away That Day Ltd entered administration on October 9. The business specialises in sustainable swimwear, with a strong focus on minimising the environmental impact of its operations.

According to the company's website, it was established in 2019 "with a purpose to create stylish, high-quality & eco-friendly summerwear for women around the globe". The company has not shared a statement about entering administration.

The notice confirms that Samantha Gaunt and Terri Mulgrew, both of Quantuma Advisory Limited, were appointed as joint administrators. Away That Day Ltd has a registered office and principal trading address at Unit 306, Clerkenwell Workshops, 27-31 Clerkenwell Close, London.

The company's website, which promises 'sustainable and sexy' women's swimwear, states that the brand uses kinder-to-nature fabrics and eco-friendly packaging. "Finding sustainable solutions for everything we do is our passion," it says. "We will never claim to be perfect, but we pledge to always improve, evolve and be 100% transparent."

The brand sells bikinis and swimwear for around £30, with more expensive options costing up to £195. It operates as an online store, with some of its products also sold through retailers including Selfridges and Harvey Nichols.

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".

It is one of a number of fashion brands that have entered administration recently.