Slipper brand mahabis enters administration
Online luxury slipper brand mahabis has fallen into administration and its website has ceased trading with immediate effect.
The brand, which rose to prominence through its wide use of Facebook and Instagram, was founded in 2014 by entrepreneur Ankur Shah and claims to have sold more than 1m pairs of its slippers to 100 countries since launch.
KRE Corporate Recovery was called in just after Christmas and a notice on the brand's website reads: "Unfortunately, we are very sorry to report that mahabis limited entered administration late on the 27th December 2018. We have, for the moment, ceased trading as the administrators take over the business.
"During the four years since we launched, we sold nearly a million pairs of slippers to customers in over 100 countries; we are all desperately disappointed at this outcome. Please bear with us as we do our best to work through the current circumstances."
The brand has warned customers that anyone returning goods to the site may not receive a full refund and any refund may take months.
Mahabis' USP was its woollen uppers which could be paired with interchangeable, brightly coloured soles meaning the footwear could be worn inside and outside of the house. A pair typically cost around £70.
At the end of last year the brand made the move to the US with a partnership with department store Nordstrom.
Sources have suggested to The Industry that the company's method of recruiting clients via paid social media was an effective but very expensive exercise, which may have been a contributing factor to the stability of the business.