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The iconic maternity fashion retailer Seraphine, famously known for dressing the Princess of Wales during her pregnancies, has unfortunately shut down and gone into administration. Interpath, a consultancy firm, confirmed to BBC News that they have been appointed as administrators for the company and that the majority of its 95 employees have been laid off. The brand faced significant challenges in recent times, with sales declining due to fragile consumer confidence.
Seraphine, established in 2002, reached its peak when Catherine, Duchess of Cambridge, donned their maternity wear on various occasions, causing items to sell out rapidly. Prior to the appointment of administrators, the company’s website was offering discounts of up to 60%, but is now inaccessible to customers. The primary goal of administration is to save the company, either by selling it or its assets. If this fails, the company will be liquidated, and its remaining assets sold off.
Will Wright, the UK chief executive of Interpath, stated that economic hurdles such as increasing costs and unstable consumer confidence were too difficult for Seraphine to navigate. The future of the business and its assets, including the Seraphine brand, are currently being explored. Although the retailer’s flagship store was located in Kensington High Street, London, its products were also available in popular stores like John Lewis and Next. Seraphine’s rise to prominence, partly due to Royal endorsements, led to it being listed on the London Stock Exchange in 2021, before returning to private ownership in 2023.
Even with a brand identity revamp in April of this year, focusing on form, function, and fit, Seraphine faced mounting pressure on its cash flow. After exploring options for sale and refinancing, the company’s directors had no viable solvent solutions and were compelled to file for administration. Employees affected by the closure are being assisted in filing claims for redundancy payments through the relevant service, as noted by Interpath
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