Maternitywear brand Seraphine bought in a deal worth £50 million!

Seraphine, the British maternitywear brand founded by Cécile Reinaud back in 2002, has been acquired in a deal that’s worth £50 million.

The maternitywear and nursing brand was acquired in a management buyout that was led by tech and consumer growth investor Mayfair Equity Partners.

Cécile Reinaud, reportedly, made close to £20 million, but eventually lost to Mayfair Equity Partners and Seraphine management led by Chief Executive David Williams.

Cécile told media that the £50 million acquisition of the brand would now allow her to retire from the company that she had started almost 2 decades back.

Expressing confidence in her management team, under David, to run the show, she said that this was the right time for her to exit.

She also said following her exit from the company, she will work towards encouraging entrepreneurship and promoting empowerment of young women.

Seraphine, with stores in the UK, the US, France and Dubai, amongst others, has been seeing a 30 per cent growth in its revenue over the last few years.

Notably, in 2020, Seraphine’s turnover was £28 million.

Meanwhile, David Williams, while expressing optimism, has said that Seraphine is perfectly positioned to capitalise on the fast growing maternitywear market, especially with the company’s expanding digital footprint and highly talented in-house product team.