Womenswear retailer East has tumbled into administration, putting hundreds of jobs at risk.

The high street fashion chain blamed its troubles on a “tough trading period” at the end of last year.

It is continuing to operate as normal after hiring FRP Advisory to seek buyers for the business.

The company has shops in Sevenoaks, Tenterden and a concession in Hoopers department store in Tunbridge Wells.

It previously had a location at Bluewater.

East first opened its doors in London in 1994 and operates 34 stores and 15 concessions, employing 314 staff across the UK.

It sells luxury womenswear, with prices of £129 for a v-neck blouse and silk longline shirts for £149.

Joint administrator Geoff Rowley said: “Unfortunately East is the latest high street casualty following a tough trading period at the end of last year.

“The retailer was making progress to expand its footprint, particularly looking at international opportunities, however it has been unable to secure the necessary funding to realise those plans.

“We’re now working closely with all stakeholders to evaluate the options to sell all or parts of the business.”