Maternity wear firm Seraphine to bump up expansion with baby clothes

Seraphine, the London founded upmarket maternity-wear brand popular with celebrities, is planning to debut in the newborn clothing market, it said on Thursday as it revealed sales growth.

The firm, whose products have been worn by the Duchess of Cambridge and singers Gwen Stefani and Shakira, will unveil a collection of organic cotton products for babies at its four London shops this summer.

It is also planning to invest as much as £3 million in marketing and opening 10 more US shops over the next three years, adding to its three already there.

Managing director Cecile Reinaud told the Standard: “At a time when we are mindful that Brexit could dampen consumer spending and we are having to deal with a hike in our business rates, this is a way to make sure we can get more people in our shops and keep sales growing.”

Meanwhile Reinaud added that she hoped Britain’s vote to leave the EU could result in better trade agreements that would help Seraphine export more goods to countries including Australia and New Zealand.

The latest expansion plans came as the brand said turnover for the year to March 31 is poised to reach £15.5 million, up from £14 million a year earlier. Pre-tax profits are up 33% to £2 million.

“We are very confident in our brand. It appeals to mums worldwide because it combines high fashion, practicality and the heritage that comes from its association with Royalty and rock stars,” said Reinaud.

According to research firm Mintel ,sales in the UK retail infantswear sector (0-3-year-olds) reached £2.3 million in 2016.