Online bathroom retailer Victoria Plum has been acquired by AHK Designs, the owner of e-commerce sites Beds.co.uk and Cox & Cox, in a pre-packaged insolvency deal. The deal, which was completed late on Friday, will save more than 300 jobs at Victoria Plum.

The bathroom brand, which was owned by British private equity firm Endless, had faced financial difficulties due to rising freight costs and lower consumer spending. Endless had bought Victoria Plum from US-based TPG in 2019, which had paid £200 million for the company in 2014.

The sale price of Victoria Plum to AHK Designs has not been disclosed, but it is believed to be in the millions. The accountancy firm EY managed the sale and pre-pack process.