A KEY Kidderminster store's parent group has gone into administration - two years after the Weavers Wharf outlet first opened its doors to the public.

De Bradelei Mill, a discount designer clothes and homeware department store, went into the hands of administrators, Dilip Dattani and Patrick Ellward, of Tenon Recovery on Friday.

They will continue to operate the clearance house group for leading high street and designer brands until another buyer is found to take over the business.

Mr Dattani wanted to assure the group's 210-strong workforce, employed across five stores nationally, that no significant staff redundancies were planned.

The Kidderminster store, housed in the historic former Slingfield Mill factory, first opened in October, 2003. The group's outlets stock a range of popular designer brands, including Kaliko, Jaques Vert, Royal Doulton and Ponden Mill.

Mr Dattani said: "In this pre-Christmas period, the businesses should be trading profitably and the administrators are hopeful that customers will continue visit the stores to pick up items of clothing, footwear, leather goods and homewear.

"Typical goods at such outlets are discounted up to 70 per cent of the normal recommended price," he added.