The directors of the chain's owner, Shanton Fashions, appointed Williams after the company's credit facilities were withdrawn and demands made for repayment of the overdrawn balance.
Williams said the company had discounted its stock to meet the market and that had come at the expense of its margins.
"Despite the company having its liquidity greatly reduced, the directors are still of the view that the business can continue and the brand survive. They are highly motivated to achieve this outcome, which is why they have elected voluntary administration," Williams says.
It is not yet known how much the company owes creditors but this is likely to be discovered this week.
Shanton Fashions purchased the chain as a going concern from the receivers of its previous owners in December 2012.
That company, Shanton Retail, eventually repaid the $600,000 owed to its employees and Inland Revenue. Receivers reached a deal with trade creditors owed $1.6 million.
Those owed less than $500 received all their money back, while those owed more than $1000 got back 10 per cent.