Lingerie retailer La Senza has fallen into administration for the second time in two years with hundreds of jobs at risk.

“Every effort has been made for two and a half years to transform and revitalise the La Senza UK business, but it has continued to experience difficult trading conditions, against the backdrop of a challenging economy and the changing dynamics of the UK retail market,” said Marnixheath.

La Senza‘s parent company Marnixheath operates 55 La Senza stores in the UK and three Pinkberry shops.

The company will continue to own and operate over 150 stores in Canada and 330 stores through its franchise operated stores across 30 countries. Its UK stores are separate from those in Canada which are unaffected by the announcement.

La Senza UK previously hit the buffers in January 2012 when more than 80 outlets closed.

Robert Moran, Michael Jervis and Stuart Maddison of PwC have been appointed as joint administrators.

La Senza was previously owned by Dragons‘ Den star Theo Paphitis who sold the chain to private equity firm Lion Capital for £100m in 2006.