Seraphine news and archive

Seraphine unveils brand identity refresh

Maternity fashion label Seraphine has unveiled a new brand identity designed to align more closely with a “whole new paradigm” of pregnancy and “deliver on the needs of a modern, pregnant woman”. The shift in approach comes as a “new era” of communication around pregnancy takes precedence, Seraphine said, a one “defined by authenticity,...

Member

Retail

Seraphine Maternity to open first store in Los Angeles

British maternity brand Seraphine is opening its first store in Los Angeles, California, bringing its US store count to three as it continues to expand its retail presence. Seraphine’s LA boutique will be located at 9619 Brighton Way, Beverly Hills, CA 90210, in the heart of Beverly Hills, right off Rodeo Drive, and will be the brand’s “most...

Member

Business

Seraphine buyout and delisting to take place in April

Seraphine has confirmed that it is planning to delist from the London Stock Exchange this month after Purple Bidco, a subsidiary of Mayfair Equity Partners, reached an agreement to acquire over 95 percent of shares in the maternity brand. The offer is expected to close on April 6, when Bidco said it intends to begin the implementation of the...

FeaturedMember

Business

Maternity brand Seraphine looking to be taken private

The board of British maternity and nursing brand Seraphine is recommending its shareholders accept an offer to be taken private. The company announced Friday it has reached an agreement on the terms of a cash offer by Bidco, a wholly-owned indirect subsidiary of funds managed by Mayfair Equity Partners. The offer of 30 pence per share values the...

Member

Business

Seraphine FY revenue up, but pretax loss widens

Seraphine has reported a widening pretax loss in what was a “challenging year” for the British maternity and nursing brand. In the 12 months to April 3, the company made a pretax loss of 36 million pounds compared to a loss of 3.8 million pounds a year earlier. Meanwhile, its adjusted EBITDA fell to 2.6 million pounds from 6.2 million pounds,...

Member

Business

Maternity wear brand Seraphine eyes London IPO

Digital maternity and nursing wear brand Seraphine is considering an initial public offering (IPO). The company said in a statement that the group is considering applying for the admission of the shares to the premium listing segment of the official list of the FCA and to trading on the London Stock Exchange’s main market for listed securities....

Member

Business

Maternity brand Seraphine acquired in 50 million pound deal

UK maternity and nursing brand Seraphine has been acquired in a management buyout led by tech and consumer growth investor Mayfair Equity Partners in a deal valuing the company at around 50 million pounds. Mayfair acquired the company from Bridgepoint Growth and entrepreneur founder Cécile Reinaud who launched the brand back in 2002 as a...

Member

People

Seraphine names new CEO

Maternity wear brand Seraphine has promoted David Williams from chief operating officer to chief executive officer. Williams, previously a director at Asos, was instrumental in the company's growth during the first half of the year with a 30 percent increase in sales. He takes over for Seraphine founder Cécile Reinaud. “It’s an honor to take...