Viyella has shut 20 of its House of Fraser concessions, after the classic womenswear business fell into administration last week.
Viyella is understood to be shutting a further 10 standalone stores by the end of this week, leaving it with between 50 and 70 outlets.
Andrew Turpin and Martin Thomas Coyne of Poppleton & Appleby were appointed joint administrators of the business last week. In a statement they said: “[WE] intend to enable the business to continue to trade whilst seeking a buyer for all or parts of the business. This position will continue to be reviewed on a daily basis.”
Viyella chairman Robert Kimpton said: “I am optimistic about the outcome and we hope to see a sale of the business in the next two to three weeks.”
Viyella’s transactional website has ceased to trade.