Apr 6, 2023
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Firm behind Forever Unique is in liquidation - report

Apr 6, 2023

Fashion retailer Forever Unique’s owner has failed. However, the brand, co-founded by Real Housewives of Cheshire TV celebrity Seema Malhotra, continues to trade while liquidator Begbies Traynor, appointed on 4 April, explores “all options” for the business.


Holding company Dress Me Online, the Manchester-based firm behind the retailer, employs 21 people. Begbies Traynor said The Forever Unique brand and website remain fully operational, trading as normal and fulfilling orders, reported BusinessLive.

However, Forever Unique's wholesale arm entered administration last year owing more than £2.8 million.

According to its most recently available accounts for the retail arm, Forever Unique recorded sales of over £2.3 million in the year to December 2020. On the company’s website, Seema Malhotra is not a director of Dress Me Online, although her co-founding husband Sandeep Malhotra is.

The 15-year-old brand aims to offer “accessible and affordable designer fashion, being a go-to brand for celebrities on the red carpet and empowering women through the power of beautiful clothes”.

Begbies Traynor there was no choice rather than liquidation and the climate post-pandemic has been impossible to bounce back from.

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