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 boutique
store in Kensington, London.

The company now sells across 127 countries around the world and has
flagships in the UK, Europe and the US.

Reinaud said in a statement: “I’m delighted that Seraphine is backed by
a new investor and will continue its exciting growth journey. Bridgepoint
has been incredibly supportive for the last three and a half years and I am
now handing over Seraphine to its amazingly talented management team under
the leadership of David Williams.

“As the brand founder I am very proud of the achievements of Seraphine
and delighted that my early entrepreneurial vision has blossomed into a
global brand loved by mothers all over the globe.”

Seraphine bought by Mayfair Equity Partners

Seraphine’s revenue has been growing at around 30 percent per annum over
the last few years. Today, around 90 percent of its sales come through
online channels, which have benefited from the online boom during lockdowns
this year.

Seraphine CEO David Williams said: “The global annual market for
maternity wear is now more than 5 billion pounds. Seraphine is perfectly
positioned to capitalise on this with our expanding digital footprint and
in-house product team, who design innovative, quality products for mums at
every stage of the maternity journey.

“Over the last few years, we have strengthened our service proposition,
marketing, technology and logistics and now have the perfect platform for
the next stage of our impressive growth. We have been very selective about
who we partner with and have been incredibly fortunate to have found both
Bridgepoint and Mayfair.”

Daniel Sasaki, managing partner at Mayfair Equity Partners, added: “With
its depth of range, market leading innovation, and premium brand
positioning Seraphine has grown to become a scale specialist maternity and
nursing brand with a digitally led business model.

“By investing more in digitally led growth, specialist product
innovation, and increased brand marketing, we will be backing the Seraphine
team to accelerate their growth in the UK, Europe, US. We are thrilled to
be partnering with David and the Seraphine team.”

Photo credit: Seraphine, Facebook


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