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Mayfair Equity acquires Seraphine in £50m deal

The luxury maternity brand has been purchased in a management buy-out led by technology investor, Mayfair Equity Partners

Seraphine has been acquired in a management buy-out fronted by technology investor, Mayfair Equity Partners.

The luxury maternity brand was purchased from Bridgepoint Growth and Seraphine’s founder Cécile Reinaud in a deal valuing the business at £50m.

The company reached £28.1m in sales for the year to 31 March 2020 and has seen consistent revenue growth of around 30% per annum, with 90% of the brand’s sales coming through online avenues.

Following the acquisition, Serpahine is planning to use Mayfair’s expertise to expand further in new and existing markets, while also investing in product development and new digital channels.

David Williams, chief executive of Seraphine, said: “The global annual market for maternity wear is now more than £5 billion. 

“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.”

He added: “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, said: “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 and the US. We are thrilled to be partnering with David and the Seraphine team.”

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