Trendy Melbourne homewares brand Fenton and Fenton collapses into liquidation

A popular Melbourne homewares brand with a huge cult following of prominent celebrities and influencers has collapsed into liquidation.

Lucy Fenton started the business in 2008. Picture: Instagram

A trendy Melbourne homewares brand has collapsed into liquidation, forcing more than 50 employees to lose their jobs.

Fenton and Fenton, based in the leafy suburb of Prahran, was placed under external administration, according to documents filed with the nation’s corporate regulator.

Ernst and Young insolvency experts Adam Nikitins and Stewart McCallum were appointed liquidators on Wednesday.

Mr Nikitins told the Herald Sun the business became insolvent due to investment issues.

“The business invested very, very heavily into technology, brand awareness and employees,” he said.

“That became unsustainable over a period of time which meant the company was unable to pay its debts.”

Fenton and Fenton is an Australian homewares brand.

The business amassed a huge cult following.

Mr Nikitins said 1300 customers were affected and 55 jobs were cut.

“There will be, without question, some circumstances where orders will not be able to be fulfilled,” he said.

“But it’s too soon to give a blanket statement on how they will be treated, many of them have unique characteristics.

“We are currently going through the process of outreach to affected customers but that’s obviously going to take us a bit of time.”

Mr Nikitins said a quick sale of Fenton and Fenton products may take place.

Director Lucy Fenton opened the business in 2008 with a small showroom on High St before expanding to a second location in Collingwood in 2019.

The business sold colourful homewares, furniture and artwork, shipping products across the country and to New Zealand.

It gained a huge following online, garnering more than 350,000 followers on Instagram and 75,000 on Facebook.

Among those followers were prominent Australian celebrities and influencers including Fifi Box, Sonia Kruger, Carrie Bickmore, Bec Judd and Pip Edwards.

The business swiftly shut down its website, urging people to contact a liquidation hotline.

Marty told the Herald Sun he purchased a cabinet and a rug for $4500 about six weeks ago.

“I’m feeling very worried,” he said.

“We bought them with a credit card via PayPal, so we’re starting to claim through them first but we’re not sure if we will get anything back.”

Other customers took to Fenton and Fenton’s active social media pages to complain about the collapse.

“I’m shocked! Awaiting my order, not sure I’ll see it now,” one woman said.

“Just wondering if you will be honouring outstanding credit notes now that you have gone into liquidation?” another said.

Fenton and Fenton was contacted for comment.