Childrenswear brand Wild & Gorgeous enters administration

Upmarket childrenswear brand Wild & Gorgeous has fallen into administration after 12 years of trading.

Wild & Gorgeous

James William Stares of JWS Business Recovery was appointed administrator of the company on 2 January after the brand struggled to survive the challenging retail climate.

Previously known as Ilovegorgeous, the brand was founded by Lucy Enfield and Sophie Worthington in 2006. It changed its name to Wild & Gorgeous 10 years later as it launched boys’ styles.

Wild & Gorgeous continues to accept online orders while the administrator looks for a buyer for the business and its assets, including its two stores in Notting Hill and Primrose Hill, London. It is understood both stores have closed and its staff have been made redundant.

Speaking about the administration on social media, the brand said: “We would like to take this opportunity to thank you for supporting us. We have had a wonderful 12 year journey with Wild & Gorgeous.”

With faux fur coats for girls for over £145 and pea coats for boys for £130, the brand is stocked by high-end retailers including Harrods, Harvey Nichols and Selfridges in the UK; and Nordstrom, Dillards and Bonne Nuit in the US. It also had a presence in Canada, France, Italy, Germany, Switzerland, the Netherlands, Scandinavia, Australia, Latvia and Asia.

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