Fashion and homewares retailer Cath Kidston has unveiled a ‘digital first’ strategy as it seeks a turnaround following its collapse earlier this year.

Cath Kidston, which plunged into administration in April and was bought in a pre-pack deal by owner Baring Private Equity Asia, will in future predominantly trade online but retain a flagship store in London’s Piccadilly. 

The retailer has also curated its range and proposition to play to the strengths of key products and ease of shopping. It is also seeking to restore its appeal as a gifting destination. 

Chief executive Melinda Paraie said: “We truly believe that Cath Kidston is a brand for our time and we have worked incredibly hard to create a sustainable, profitable future for the brand following our restructuring.

“Our customers sit at the heart of our new strategy, and it was fundamental to our vision that we could maintain Cath Kidston’s role of inspiring the everyday optimist with our hand-drawn prints and joyful products.

“Particularly as we all face our new normal world, the role of bringing moments of joy to everyday is even more relevant.”

Chair Marty Wikstrom said the business has “pivoted strategy to ensure that it is positioned for success in a changing retail environment”.

Cath Kidston’s 60 UK shops were shut when it collapsed, but the retailer still has approximately 100 branches overseas.