Tue, 08 Jul 2025 | ADMINISTRATION
A £30m+-turnover maternity fashion retailer worn by customers including the Princess of Wales has fallen into administration and ceased trading. Seraphine was founded in 2002 and had grown to become a leading UK maternity wear brand.
The company operated from a flagship store on Kensington High Street London, as well as via an online retail operation and through high-profile stockists including Next and John Lewis.
In July 2021, the company floated on the London Stock Exchange under the ticker “BUMP”, but struggled to meet investor expectations before being taken private again by Mayfair Equity Partners in 2023.
In April 2025, the company relaunched its brand identity, refocusing its product range on form, function and fit. However, it has now fallen into administration and ceased trading as a result of mounting cashflow pressures and the failure of efforts to secure a sale or refinancing.
In accounts for the year ending March 31 2024, the company reported total unaudited revenue of around £32.6 million, down from £40 million the previous year, while seeing its post-tax losses widen from £4.4 million to £10.1 million.
Will Wright and Chris Pole of Interpath Advisory were appointed as joint administrators of the company on July 7, with the majority of its 95 staff being made redundant.
Interpath Advisory UK Chief Executive and joint administrator Will Wright commented: "Over the past 23 years, Seraphine has grown to become a well-known and well-loved maternity brand, known for its blend of comfort and style.”
"Unfortunately, the strong economic headwinds that have been impacting a number of the UK’s high street and online retailers, including rising costs and brittle consumer confidence, have proved too challenging to overcome."
Following their appointment, Interpath Advisory is exploring options for the company and its assets, including the brand.
In its most recent accounts, the company’s total assets were valued at slightly over £22 million, but net liabilities exceeded £5.8 million.
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