Irregular Choice did suffer a major business collapse in 2025, but the British footwear brand did not disappear permanently.
Its final retail store closed in late 2025, and the previous website stopped trading shortly afterwards.
Design Asylum Retail (UK) Limited, the UK company that traded under the Irregular Choice name, then entered creditors’ voluntary liquidation on 29 December 2025. Companies House continues to show that the company is in liquidation.
However, founder and designer Dan Sullivan subsequently found a way to revive the brand. Irregular Choice officially announced its return on 25 February 2026 with a smaller business structure, online sales and a restarted manufacturing operation.
This means the Irregular Choice story is better described as the collapse of its previous UK retail operation followed by a 2026 brand relaunch, rather than the permanent disappearance of Irregular Choice.
Last Updated: 09.09.2026
What Happened To Irregular Choice In 2025?
Irregular Choice had spent more than two decades building a distinctive position in the footwear market through colourful designs, unusual heels, elaborate detailing and limited-edition collections.
That long-running business came under severe pressure during 2025.
In September 2025, founder Dan Sullivan announced that the business would close after years of increasingly difficult trading conditions. The Brighton store was initially expected to close on 28 September, while the website was due to stop trading afterwards.
Irregular Choice’s later account of events states that its last retail store closed in October 2025 and that the website closed shortly afterwards.
The shutdown included:
- Closure Of The Remaining Store: The company’s physical retail presence came to an end
- Website Shutdown: Online sales through the previous operation stopped shortly afterwards
- Clearance Activity: Remaining products were discounted as stock was cleared
- Manufacturing Disruption: The specialist factory responsible for Irregular Choice footwear also closed
- Business Restructuring: The previous UK operating model ultimately became unsustainable
At that point, there was no certainty that Irregular Choice would ever return.
Why Did Irregular Choice Close?
The Irregular Choice collapse was not attributed to one isolated event. Instead, the company described years of overlapping commercial pressures that gradually made the previous business model increasingly difficult to sustain.
Brexit
Irregular Choice later identified Brexit as one of the difficulties that had affected the business before its closure.
For businesses operating across international supply chains and selling to customers in different markets, changes to customs procedures, tariffs and cross-border trading arrangements can create additional administrative and financial pressure.
COVID-19
The pandemic created another major disruption.
Fashion retailers faced store closures, changing consumer behaviour, supply-chain interruptions and uncertainty over demand. Even after physical restrictions ended, many independent businesses continued dealing with the financial consequences.
Irregular Choice specifically included COVID among the sequence of pressures that contributed to its eventual closure.
Inflation And Rising Costs
Higher costs placed further pressure on the business.
Independent footwear companies can face increases across manufacturing, materials, freight, warehousing, wages and retail premises.
For a brand such as Irregular Choice, where products frequently require unusual materials and complicated manufacturing techniques, increases in production costs can be particularly difficult to absorb.
Tariffs
The company also cited tariffs among the factors affecting its operations.
This was important because Irregular Choice relied on international manufacturing and international customers, making changes in cross-border costs more significant than they might be for a purely domestic business.
Distributor Failure
Another serious problem was the liquidation of the company’s main distributor.
Contemporary reporting said the distributor’s failure left both Irregular Choice and its long-standing factory partner owed a substantial amount of money.
For a smaller company, losing a large outstanding payment can create an immediate cash-flow problem even when there is still customer demand for the products.
Factory Closure
Irregular Choice’s specialist factory had produced its footwear for around 25 years.
Its closure created an additional problem because many Irregular Choice designs require specialist techniques, unusual components and experienced workers.
Finding an ordinary footwear manufacturer would therefore not necessarily have been enough. The company needed production capabilities capable of recreating the detailed designs for which the brand had become known.
Did Irregular Choice Go Into Administration Or Liquidation?
The relevant UK company entered liquidation rather than administration.
Design Asylum Retail (UK) Limited, company number 06668145, operated in the wholesale and retail footwear sectors and traded using names including Irregular Choice. Companies House records one insolvency case for the company, classified as a creditors’ voluntary liquidation.
The winding-up commenced on 29 December 2025.
The Gazette records that the company passed a resolution stating that it could not continue its business because of its liabilities and that it was advisable for the company to be voluntarily wound up.
This distinction matters.
Administration normally involves an insolvency practitioner attempting to rescue a company or obtain a better outcome for creditors.
Creditors’ voluntary liquidation generally means an insolvent company is being wound up and its affairs dealt with by a liquidator.
The liquidation of Design Asylum Retail (UK) Limited therefore represented more than the closure of a shop. It marked the formal insolvency of a company connected directly with Irregular Choice’s previous UK retail operation.
Irregular Choice Collapse And Comeback Timeline
| Date | What Happened |
| September 2025 | Irregular Choice announced that the existing business would close |
| September 2025 | A major clearance operation was launched |
| October 2025 | Irregular Choice says its final retail store closed |
| Late 2025 | The previous Irregular Choice website stopped trading |
| 29 December 2025 | Design Asylum Retail (UK) Limited entered creditors’ voluntary liquidation |
| 30 December 2025 | Dan Sullivan issued notice regarding continued use of the Irregular Choice name |
| 25 February 2026 | Irregular Choice announced its official comeback |
| Early 2026 | A smaller specialist footwear factory was established |
| 1 April 2026 | Irregular Choice published details of its restarted manufacturing operation |
| 2026 | New products and online sales continued through the relaunched business |
Did The Irregular Choice Brand Collapse Completely?
No. It is important to distinguish between the company that entered liquidation and the Irregular Choice brand that subsequently returned.
Design Asylum Retail (UK) Limited remains recorded as being in liquidation.
That does not mean every business or intellectual property asset associated with the Irregular Choice name automatically ceased to exist.
The Gazette records that Daniel Sullivan, who had been a director of Design Asylum Retail (UK) Limited, gave notice of his intention to be involved in carrying on all or substantially all of the previous business using names including Irregular Choice and Bed of Roses.
The practical result is that two statements can both be true:
- The Previous UK Retail Company Failed: Design Asylum Retail (UK) Limited entered liquidation
- The Irregular Choice Brand Returned: New Irregular Choice products began being sold again in 2026
This explains why consumers searching Companies House may see a company in liquidation while also finding an active Irregular Choice online shop.
Is Irregular Choice Back In Business In 2026?
Yes. Irregular Choice officially announced its comeback on 25 February 2026.
According to the brand, Sullivan spent the period after the shutdown trying to find a way to restart Irregular Choice in a form that would be more sustainable than its previous business model.
The relaunch included:
- A New Ecommerce Operation: The Irregular Choice website reopened for sales
- New Product Releases: Fresh collections began appearing after the relaunch
- International Sales: The business resumed supplying customers across supported markets
- Smaller Production Runs: Manufacturing moved towards more limited quantities
- Reduced Operating Complexity: The new model is significantly leaner than the former retail operation
The current Irregular Choice website remains active and lists footwear across categories including boots, trainers, heels, flats, sandals and concept heels.
The comeback therefore represents genuine trading activity rather than simply the preservation of an old brand website.
Who Owns And Operates Irregular Choice Now?
One of the most important changes following the collapse concerns the company operating the current website.
The Irregular Choice terms of service state that irregularchoice.com is operated by Anomalous Trading Limited, a company registered in Hong Kong under company number 79290519. The business states that it trades under the Irregular Choice name.
This should not be confused with Design Asylum Retail (UK) Limited, which is the UK company currently in liquidation.
The position can therefore be summarised as:
| Business | Current Position |
| Design Asylum Retail (UK) Limited | In creditors’ voluntary liquidation |
| Irregular Choice Brand | Trading again |
| Current Website Operator | Anomalous Trading Limited |
| Website Operator Location | Hong Kong |
| Founder And Designer | Dan Sullivan |
Care is needed when discussing ownership. The fact that Anomalous Trading Limited operates the website does not by itself prove that every Irregular Choice trademark or intellectual property right was transferred to that company.
What can be confirmed is that Anomalous Trading Limited currently operates the ecommerce site and trades under the Irregular Choice name.
How Could Irregular Choice Return After Liquidation?
UK insolvency law contains restrictions around directors becoming involved with businesses using the same or similar names as insolvent companies.
That makes the formal notice recorded in The Gazette significant.
The notice states that Daniel Sullivan intended to take part in carrying on all or substantially all of the business under names including Irregular Choice. It was issued under rules dealing with the reuse of prohibited company or trading names following insolvent liquidation.
The notice helps explain the continuity between the previous business and the revived Irregular Choice operation.
Liquidation of one company does not automatically prevent a brand, trading name or business activity from reappearing through another properly structured operation, provided the relevant legal requirements are followed.
What Happened To Old Irregular Choice Customer Accounts?
The 2026 relaunch also created a break between the old ecommerce operation and the new website.
Irregular Choice’s current FAQ states that customer information connected with the website before the 2026 relaunch, including old accounts, wishlists and previous order details, is no longer accessible through the relaunched system.
For returning customers, this effectively means the new Irregular Choice website started with a fresh customer-account system.
Customers do not currently need an account to make a purchase, although creating one can make it easier to save address information and use features such as wishlists.
This detail is another indication that the 2026 comeback was a genuine operational reset rather than a simple reopening of the old website.
What Changed After The Irregular Choice Relaunch?
The restarted Irregular Choice business does not appear to be attempting to recreate its previous structure exactly.
Its comeback has instead focused on a smaller and more controlled operation.
Irregular Choice Before And After The Collapse
| Area | Previous Operation | 2026 Relaunch |
| Retail Model | Included physical retail | Primarily ecommerce focused |
| UK Retail Company | Design Asylum Retail (UK) Limited | Company remains in liquidation |
| Website | Previous ecommerce operation | Relaunched online operation |
| Website Operator | Previous business structure | Anomalous Trading Limited |
| Manufacturing | Long-established specialist factory | Smaller restarted factory |
| Production | Larger established operation | Limited-pair production |
| Customer Accounts | Existing historical accounts | Fresh account system |
| International Trading | Global customer base | International ecommerce model |
The new structure potentially reduces some of the fixed costs associated with maintaining traditional physical retail while giving the brand more control over inventory.
Smaller batches can also reduce the financial exposure created when large quantities of a particular design fail to sell.
How Did Irregular Choice Restart Shoe Production?
Manufacturing was one of the biggest obstacles facing a potential comeback.
The factory responsible for producing Irregular Choice shoes for around 25 years had itself closed during 2025.
Irregular Choice revealed in April 2026 that the previous factory owner, referred to by the company as Mr Wu, agreed to establish a new and smaller production facility.
Rebuilding production involved:
- Recovering Specialist Machinery: Equipment needed for the brand’s complicated designs was bought back
- Finding New Premises: A smaller factory space was established
- Rehiring Skilled Staff: Experienced members of the former production team returned
- Restarting Development: Materials and manufacturing processes were reassessed
- Beginning Limited Production: New collections entered production on a smaller scale
The company says this is deliberately not a mass-production operation.
Depending on the complexity of a design, production may be limited to as few as around 50 pairs per day. Some individual manufacturing stages operate at an even lower daily capacity.
That approach fits with the wider strategy of producing smaller collections and maintaining the detailed manufacturing associated with the brand.
Can You Still Buy Irregular Choice Shoes In The UK?
Yes. UK customers can currently order Irregular Choice products online.
The relaunched website says that products may be dispatched from warehouses in different parts of the world and that orders are sent using trackable delivery services.
The company’s current terms also state that international shipments can involve tax, VAT, customs or duty considerations depending on the destination and what is collected during checkout.
UK customers also have access to the company’s return service.
The current returns policy says customers should contact Irregular Choice within 14 days of receiving an order if they wish to return it. The company’s UK return service currently costs £5.95, which is deducted from the refund.
Customers ordering after the relaunch should therefore check the latest:
- Delivery Estimate
- Dispatch Location
- Taxes And Duties Shown At Checkout
- Return Conditions
- Return Charges
- Product Availability
These terms can change, so the information shown at checkout and on the current Irregular Choice website should take priority before a customer places an order.
What Happened During The 2025 Irregular Choice Clearance Sale?
When the closure was announced in September 2025, Irregular Choice launched a large clearance operation to sell remaining stock.
Contemporary reports described it as a “Big Clearout Sale” linked directly to the planned closure of the business.
The sale took place while the company prepared to shut its remaining store and previous website.
At the time, customers were concerned that it could represent their final opportunity to buy new Irregular Choice products.
That situation later changed when the brand returned in February 2026.
The 2025 sale should therefore now be described as the clearance of stock associated with the old business operation, rather than a permanent final sale for the Irregular Choice brand.
What Does The Irregular Choice Collapse Show About Independent Fashion Brands?
The Irregular Choice story highlights several risks that independent fashion and footwear businesses can face.
Dependence On Specialist Suppliers
A highly distinctive product can provide competitive advantage, but it can also create operational dependence.
Irregular Choice could not simply move its production to any standard footwear factory because its designs required specialist machinery and experienced workers.
Distributor Risk
The collapse of an important distributor can affect a business even when the underlying brand still has customers.
If significant invoices remain unpaid, cash flow can deteriorate quickly.
External Shocks Can Accumulate
Brexit, COVID, inflation, tariffs and manufacturing disruption did not occur at the same time, but their combined effect placed increasing pressure on the company.
Businesses that survive one major disruption can still become vulnerable when multiple shocks accumulate over several years.
Fixed Retail Costs Matter
Physical stores can strengthen a brand experience, but premises, staff and supporting infrastructure also increase fixed costs.
An ecommerce-led structure can potentially operate more flexibly, although it introduces different challenges around logistics, customer acquisition and international fulfilment.
A Brand Can Survive A Company Failure
Perhaps the most important lesson from Irregular Choice is that a failed company and a failed brand are not always the same thing.
The brand retained a recognisable identity and loyal audience, giving Sullivan a foundation from which to attempt a comeback.
What Can Entrepreneurs Learn From The Irregular Choice Comeback?
Irregular Choice’s return also offers lessons beyond the fashion sector.
A business recovery does not always require recreating exactly what existed before.
The 2026 operation appears to have been built around preserving the parts of Irregular Choice that customers valued most while changing the structure used to deliver them.
The main lessons include:
- Protect The Core Brand: Customer recognition can remain valuable even after an operating company fails
- Reduce Complexity Where Possible: A smaller structure can make a revived business easier to control
- Preserve Specialist Knowledge: Bringing experienced manufacturing staff back helped maintain product identity
- Control Inventory Risk: Smaller production runs can limit the amount of capital tied up in unsold stock
- Listen To Customer Demand: Strong customer support following a closure can provide evidence that a viable market still exists
- Do Not Assume A Relaunch Must Copy The Past: A new model can retain the brand while changing its operational structure
The comeback does not guarantee that the new structure will succeed permanently, but it shows how a recognisable brand can attempt to rebuild after a serious commercial failure.
What Is The Current Status Of Irregular Choice?
As of September 2026, Irregular Choice is trading again.
The current position is best understood by separating the old company from the revived brand.
Design Asylum Retail (UK) Limited remains in liquidation according to Companies House.
Irregular Choice, meanwhile, has resumed online trading through a website operated by Anomalous Trading Limited.
Manufacturing has also restarted through a smaller production facility, with an emphasis on limited quantities and specialist craftsmanship.
Therefore, describing Irregular Choice simply as a “collapsed shoe brand” is no longer sufficient.
A more accurate description is that its previous UK retail business collapsed and entered liquidation, while the Irregular Choice brand subsequently relaunched through a new operating model.
Conclusion
The Irregular Choice UK shoe brand collapse initially looked like the end of one of Britain’s most distinctive independent footwear names.
After years of pressure from Brexit, COVID, inflation, tariffs, distributor problems and manufacturing disruption, the remaining store closed in 2025 and the old ecommerce operation stopped trading.
The situation became more serious when Design Asylum Retail (UK) Limited entered creditors’ voluntary liquidation on 29 December 2025.
But that was not the final chapter.
Irregular Choice returned on 25 February 2026, manufacturing restarted through a smaller specialist factory, and the brand resumed online sales using a different operating structure.
The story is therefore no longer simply about why Irregular Choice collapsed. It is also about how a distinctive brand survived the failure of its previous business structure and attempted to rebuild on a smaller scale.
FAQs About The Irregular Choice Collapse
Is Irregular Choice Still In Business?
Yes. Irregular Choice officially returned in February 2026 and is currently selling footwear through its relaunched website.
Did Irregular Choice Go Into Liquidation?
Design Asylum Retail (UK) Limited, which traded using the Irregular Choice name, entered creditors’ voluntary liquidation on 29 December 2025. The Irregular Choice brand itself later resumed trading.
Why Did Irregular Choice Close In 2025?
The brand cited a combination of Brexit, COVID, inflation and tariffs. Other major problems included the failure of its main distributor and the closure of its specialist manufacturing partner.
When Did Irregular Choice Return?
Irregular Choice officially announced its comeback on 25 February 2026, several months after its previous retail and online operations had closed.
Who Runs Irregular Choice Now?
The current Irregular Choice website states that it is operated by Hong Kong-registered Anomalous Trading Limited. Founder and designer Dan Sullivan remains closely involved with the brand.
Does Irregular Choice Still Have UK Stores?
The previous final retail store closed in 2025. The relaunched operation is primarily focused on online sales rather than recreating the former UK store network.
Can You Still Buy Irregular Choice Shoes In The UK?
Yes. UK customers can currently order products through the Irregular Choice website, with tracked delivery and a dedicated UK returns service available under the company’s current policies.
