The future of Australian swimwear brand Brian Rochford is in the balance after the retail group that saved it from liquidation three years ago was itself forced to call in administrators, according to reports.

The directors of the Genuine Article Retail Co and four associated companies, including Rochford Retail and Rochford Australia, called in the administrators on Friday night, The Australian Financial Review reported on Tuesday.

Founded in the early 60s, Mr Rochford's firm grew to a chain of 43 stores in its heyday mainly thanks its well-known swimwear designs.

However it collapsed with debts of more than $A4 million ($US2.07m) in 1998 before The Genuine Article group bought the international Brian Rochford trademarks, stock and 12 stores for an undisclosed sum in 1999, the report added.