Seraphine enters administration after sales slump

Maternity fashion retailer Seraphine has ceased trading and entered administration, with most of its 95 employees made redundant.

It comes after the retailer officially appointed Will Wright and Chris Pole from consultancy firm Interpath as joint administrators yesterday (7 July). 

According to the administrators, they are now exploring options for the business and its assets, including the Seraphine brand.

Founded in 2002, Seraphine became known internationally for its maternity and post-natal clothing, with its clothes worn by the Princess of Wales during her pregnancies. The retailer operated a flagship store on Kensington High Street, London, and sold online and through stockists including John Lewis and Next.

In the run-up to its collapse, Seraphine has struggled with falling sales and weak consumer confidence. While it relaunched its brand in April with a focus on “form, function and fit”, it continued to face cashflow pressures. With no viable refinancing or sale options available, the directors filed for administration.

Following the appointment of administrators, trading ceased and most staff were made redundant. Interpath said it is supporting employees with claims to the Redundancy Payments Service.

Wright, UK chief executive of Interpath, said: “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.”

Seraphine listed on the London Stock Exchange in 2021 but returned to private ownership in 2023. Its website was offering discounts of up to 60% in the days before the administration and is now inaccessible to shoppers.