Maison Seven, which operates womenswear etailer Atterley.com, has appointed administrators and ceased to trade.
The etailer, which employed a raft of former Asos.com staff and was backed by former Tesco chief executive Sir Terry Leahy, has posted a message on its website today saying it is unable to accept any further orders. All 17 employees have been made redundant.
BC Nimmo and GA Friar of KPMG were appointed as joint administrators of Maison Seven, trading as Atterley.com, on January 5.
Nimmo said: “Since Atterley’s launch in 2012, the management team at Maison Seven has worked extremely hard to create a brand which appeals to changing and demanding tastes, with high expectations of customer service. Unfortunately the failure to raise additional funding to support future trading has led to the business being placed into administration.
“With such a reputable presence, we are hopeful of achieving a positive outcome for the business, its brand and assets and the directors are continuing to offer us every assistance in this regard.”
Atterley was founded by former Jigsaw jerseywear designer and buyer Katie Starmer-Smith, who is now buying director, and her business partner, Edward David, who is now managing director.
Sir Terry Leahy led a £2m investment in the company in 2014 alongside The William Currie Group, which has previously taken a stake in The Hut Group, Robert Willett and fund house Artemis.
The etailer changed its name from Atterley Road in June 2015 and expanded its own label range with the appointment former Asos business development director Sally-Anne Newson, who joined as chief executive in April, and former Asos head of buying Becky Leeson, who took on the role of creative director the same month.
It launched a 500 sq ft pop-up at Old Spitalfields Market in London in late November through to December.
Drapers has contacted Atterley and Maison Seven for comment.