Next Acquires Seraphine, Kate Middleton’s Beloved Maternity Brand

Seraphine, a maternity fashion label renowned for its association with Kate Middleton, has been acquired by the high street retailer Next after entering administration earlier this month. The deal, valued at £600,000, comes in the wake of significant operational challenges that led to the brand’s financial difficulties, raising concerns about its future.

Founded by Cecile Reinaud, Seraphine gained international fame for providing stylish maternity wear that attracted the attention of celebrities and royals alike. Middleton notably wore the brand during her pregnancies, contributing to its popularity. However, the company faced a severe downturn, leading to its administration and the subsequent redundancy of 95 employees.

Next’s Revival Plans

Following the acquisition, Next expressed its commitment to revitalize Seraphine, focusing on its core strengths, which include chic and functional attire for expectant mothers. Cecile Reinaud will return to the company as part of the rescue deal, providing valuable experience and insight for the brand’s revival. She remarked, “This new ownership feels like a good fit, and I believe Seraphine will thrive again. I’m excited to be part of this new chapter.”

The administration process was managed by Interpath, which conveyed satisfaction with the conclusion of the transaction, stating it preserves the Seraphine brand. Chris Pole from Interpath noted, “We are pleased to have concluded this transaction which preserves the Seraphine brand and wish the team at Next all the very best for the future.”

Background of the Brand’s Challenges

Seraphine’s struggles stem from its acquisition by private equity firm Mayfair for £50 million in December 2020. Following this sale, Reinaud expressed feelings of heartbreak regarding the brand’s decline, criticizing the management for “wiping out in four years, the work of 20 years.”

The label had reached a pinnacle of success, being worn not only by Kate Middleton but also by other prominent figures. In 2020, Princess Eugenie was spotted carrying a Seraphine bag while out in Kensington. The brand’s association with such high-profile individuals significantly enhanced its visibility and desirability in the market.

As the brand embarks on this new journey under Next’s ownership, its future remains a focal point for both the fashion industry and its loyal customers, many of whom hope for a return to the brand’s former glory.