Jones Day lands brief on Birthdays wind-up

Partner Peter Saville of administrator Zolfo Cooper has appointed Jones Day London restructuring head Adam Plainer and partners Paul Bromfield and Michael Rutstein as he tries to find a buyer for the company.

Plainer said: “Given that pre-packs have been flavour of the month, it’s a rarity to have a full trading administration. We’re working hard to support the administrators on the legal and ­practical issues in running more than 300 stores.”

In the run-up to the administration, Clinton Cards, which is Birthdays’ parent company, was advised by Travers Smith banking head Jeremy Walsh.

Birthdays is the latest high-street name to be toppled by plummeting consumer spending, with Mosiac Fashions, Viyella, Woolworths, Zavvi, Waterford Wedgwood and Land of Leather all going into administration recently.