Live Unlimited, which is sold in Next and Marks and Spencer, has filed a notice to appoint administrators, which signals a company is about to go bust
A plus-size fashion brand stocked in Next and Marks and Spencer is teetering on the edge of administration. Live Unlimited has filed a notice to appoint administrators this week, indicating that the company is on the verge of going bust and providing a temporary legal freeze that prevents creditors from taking legal action for ten days.
The Sun reports that Irwin Mitchell will be appointed to oversee the administration process. Live Unlimited and Irwin Mitchell have been contacted by The Mirror for comment. Live Unlimited was established by Rachel Heather and Tracy Egan in 2012 as a small capsule collection, before fully launching in 2017.
Recently, the firm partnered with department store chain Nordstrom to sell its clothing, which ranges in sizes 12 to 28, in the US, reports the Mirror. This news follows the announcement that the retail fashion firm founded by Samantha Cameron, wife of former Conservative prime minister Lord David Cameron, is being wound up.
Lady Cameron confirmed this week that the upcoming winter collection for her Cefinn brand will be its last. Cefinn stores on the King’s Road and Elizabeth Street in London will continue trading “over the coming months” along with its website. Lady Cameron stated that the decision to close the firm “has been a very hard decision” but conceded it had become “increasingly difficult” to steer the firm towards profitability as costs escalate.
In an Instagram post, she revealed: “Dearest followers, I would like to let you know that after eight amazing years of entrepreneurial highs and lows I will not be presenting a spring/summer 2026 collection in the new year. As a result of this, I have begun the process of winding down the future operations at my fashion brand Cefinn.”
Lady Cameron established Cefinn in February 2017, targeting the “practical, modern women who enjoy clothes and whose love of fashion doesn’t detract from their dignity and intelligence”. The label’s name is believed to come from the opening and closing letters of the Cameron surname, with the initials of the couple’s four children positioned between them.
Lady Cameron explained that the decision to close the brand “was not a decision I have taken lightly, especially as we have recently seen strong trading figures”.
She continued: “But, as a small company navigating the turbulence in the fashion wholesale sector, ongoing cost pressures and international trading restrictions, I have found it increasingly difficult to be certain that Cefinn can achieve the level of growth needed to reach a stable and profitable position. I hope the Cefinn brand continues to live in the wardrobes of Cefinn fans for many seasons to come.”
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