Cath Kidston is to permanently to shut its 60 UK stores with the loss of more than 900 jobs.
The fashion retailer confirmed its stores will not reopen once the coronavirus lockdown is over, after the company's owners secured a deal to buy back its brand and online operations following its fall into administration.
In the East of England, Cath Kidston has stores in St Neots, Cambridge, Milton Keynes and Norwich. The brand was established in 1993 and became synonymous with floral patterns and pastel shades.
Baring Private Equity Asia (BPEA), which has held a stake in the retailer since 2014, said it will buy the online business, brand and wholesale arm from administrators Alvarez & Marsal.
It said the move will result in the "cessation of the retail store network".
The company confirmed that only 32 of its 940 staff will see their jobs secured as part of the deal.
The MP for Cambridge, which has a Cath Kidston branch, said he sympathises with his constituents that will lose their jobs.
Cath Kidston sales will now be online only.