Lingerie firm La Senza has announced it is to enter administration, the BBC reported.
The firm, which has more than 2,600 staff, will chose an administration within 10 days. It will continue to trade as normal and no unplanned redundancies have been announced.
“Trading conditions” and “the overall macro environment” were blamed for the decision.
The business is owned by private equity house Lion Capital, and was purchased from Dragon’s Den entrepreneur Theo Paphitis for £100 million in 2006.
Celebrities who have fronted campaigns for the store include Danielle Lineker, Emma Hemming, Tess Daly and Chantelle Houghton.
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The firm turns over £140 million a year and has more than 2,600 staff.