Greeting card retailer Birthdays has been put into administration after incurring losses of around £7 million a year.

The Clinton Cards-owned high-street retailer Birthdays has been put into administration, threatening more than 2,000 jobs nationwide.

In a statement on the Clinton Cards website, it was announced that Birthdays, which has 332 stores, was put into administration due to almost 50% of them making a loss.

The statement said: “Given the current economic uncertainty and the structure of the Birthdays’ business, the Clintons’ Board believe there is little prospect of Birthdays generating a profit in the near future.”

Birthdays has continually incurred losses since Clintons bought the chain in 2004.

All Clinton Card stores will remain unaffected and will continue to trade as normal.

The Birthdays’ stores employs approximately 2,100 people and will continue to trade while three Zolfo Cooper partners, who were appointed as official Administrators on 20 May, explore any potential means of securing the Birthdays’ business for the future.

Clinton Cards Chairman Don Lewin said: “It is with deep regret that we have taken the decision to place the Birthdays’ business into administration.

“In the current environment, the Group cannot sustain supporting losses of approximately £7 million a year at Birthdays with limited opportunity to improve on that performance in the foreseeable future.”