Overview
- On July 7, Seraphine filed notice to appoint administrators and entered administration under Interpath Advisory following a failed search for rescue financing.
- Administrators have made most of Seraphine’s 95 employees redundant and closed its last remaining physical store in Kensington.
- After a July 2021 London float at 295p per share, the maternity label was taken private in 2023 by Mayfair Equity Partners for 30p a share, underscoring a steep valuation collapse.
- Seraphine blamed an ‘extraordinary convergence of challenges’—including the cost-of-living squeeze, global supply-chain disruptions and inflated online marketing costs—for its mounting profit warnings.
- Founder Cécile Reinaud has publicly criticised a recent rebrand for replacing Seraphine’s ‘regal purple’ British heritage with a minimalist ‘Scandinavian’ aesthetic.