The company, which began life in New Zealand, is now focusing on web-based sales, including direct marketing.

“We have intense focus on our e‐commerce business and are trialing many initiatives to boost our digital sales and capabilities, such as interactive digital catalogues and direct selling. Our recently launched loyalty program has grown to more than 85,000 members, enabling us to tailor our product offering and marketing to our customers’ requirement,” the company said.

Chief executive Daniel Bracken said the business entered the crisis on a strong footing in all markets and channels.

“The crisis has afforded us the ability to really focus on our digital business and we will emerge with a much bigger and stronger offering,” Bracken said.

“A crisis always creates opportunities – the combination of strong performance leading into the crisis and the decisive actions we are taking to preserve cash and strengthen our balance sheet will leave us well-positioned to lead the market through the recovery period and we will emerge as a stronger, leaner, and more agile business.

The e‐commerce business was successfully operating in Canada and Australia with product being fulfilled from the Brisbane-based distribution centre.

It said the underpayments to staff were caused by “an historic misapplication of the General Retail Industry Award for a number of the company’s store‐based workforce in Australia”.

“The company has largely completed remediation payments owing to existing team members. The remediation program for former team members will be paused, noting that interest will be paid on all amounts owing.”

The company has cut board fees by half and executives have taken a 20 per cent pay cut and had their bonuses slashed.

The company is now trying to negotiate rent abatement with landlords because it expects that the business “will be reopening its doors to a more subdued trading environment”.

The shutdown of its business due to the COVID-19 outbreak has also provided opportunity.