Lingerie retailer La Senza has tumbled into administration for the second time in two years, putting 60 Kent jobs at risk.

The company has 55 stores across the UK employing 752 people, including five shops in Kent at Bluewater, Bromley, Canterbury, Maidstone and Tunbridge Wells.

Outlets will continue to trade as normal while administrators PwC seek a buyer.

The retailer’s parent company Marnixheath Limited blamed the move on “very difficult trading conditions” after acquiring the chain in 2012.

It closed more than 100 stores that year and was forced to make more than 1,300 redundancies.

The North American operations of La Senza and throughout the rest of the world remain unaffected by the actions in the UK.

Marnixheath also owns three frozen yoghurt outlets under the Pinkberry brand, which have also been placed in administration.

This includes a store in Bluewater, putting another 13 Kent jobs at risk.

PwC joint administrator Robert Moran said: “The challenging conditions in the UK high street are well documented.

“Like many other retailers, La Senza has been hit hard by the difficult economic environment and a slowdown in consumer spending.

“The administrators are continuing to trade the businesses as normal for the time being whilst discussions take place with interested parties in respect of a sale.

“We welcome any approaches to purchase all or part of the store portfolio.

“There are no immediate plans to close any stores and the administrators shall continue to assess the trading strategy over the coming days and weeks.

“Staff have been – and will continue to be paid for their work. The company and the administrators are making every effort to help staff at this difficult time.”