Children's clothing chain Pumpkin Patch has become the latest retailer in the UK to fall into administration, putting 400 jobs at risk.
Some 60 members of staff have already been made redundant and five of Pumpkin Patch's 36 UK stores have been closed, but administrator Deloitte said it intended to continue trading until "strategic options" have been explored.
The Reading-based UK arm of the New Zealand firm joins a growing list of retailers which have folded since Christmas, with La Senza, Peacocks and Past Times all having gone into administration since the start of the year.
The administrators said Pumpkin Patch's overseas and online operations would not be affected.
Deloitte administrator Daniel Butters said Pumpkin Patch bore the brunt of the unprecedented and prolonged downturn being experienced in UK retail.
"We will continue to trade the business while we explore all strategic options. We encourage all parties to remain supportive while we continue to trade the business, thus providing the best possible platform for us to preserve jobs and value for all creditors."
Pumpkin Patch's first UK shop opened in in Bromley, south-east London, in 2000 and since then the business expanded to 36 sites in cities such as Bristol, Nottingham, Belfast and Cardiff.
The business was first set up in 1990 in Auckland, New Zealand, and has 200 stores employing 3,000 people in four different countries.