Ladies fashion chain Viyella, which was established in 1784, has been placed into administration.

Birmingham based insolvency firm Poppleton & Appleby has been appointed as administrator for the upmarket retailer.

Viyella, which is the trading name for William Hollins & Company, operates from around 100 stores and concessions.

It has a 5,000 sq ft flagship store on London’s Regent Street.

Andrew Turpin, administrator, said: ‘The Viyella brand is trusted and respected both at home and abroad, and we expect that the prospect of a sale of the brand and the infrastructure will raise significant interest amongst other retailers.’

‘Indeed we have already been contacted by interested parties.

‘We are currently assessing all options and, for the time being, allowing all the existing stores to continue to trade while a buyer is sought for the business.’