Womenswear retailer is to cease trading early next week following the failure of its administrators to secure a sale. Around 300 redundancies will be made as 34 shops are shuttered and 15 department store concessions vacated. In the meantime staff are working to sell as much of the stock as they can at knock down prices. FRP Advisory have said that they remain open to a last minute sale of the business which owes over £10m to its creditors.
One commentator said “It (East) should have stuck to what it did best – designing and stocking ranges made from natural fabrics, in artisanal prints and boho styles. Instead it fell into producing less differentiated garments made in cheaper viscose and other synthetics, which alienated most of its avidly loyal customers.”
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