Seraphine, maternity brand loved by Princess of Wales, enters administration
Seraphine, the maternity brand once worn by Princess Kate, has gone into administration after years of trading struggles.
Seraphine, the maternity fashion brand beloved by the Princess of Wales and many A-list mums, has gone into administration after more than two decades of dressing baby bumps in luxe style.
Despite a relaunch earlier this year and a Royal seal of approval from Catherine herself — who famously wore the brand during all three pregnancies — the company has now ceased trading, with the “majority” of its 95 staff made redundant.
From royal endorsement to retail struggles
Founded in 2002, Seraphine became a global name in maternity wear thanks to its modern designs and celebrity following. The brand hit peak visibility when Catherine, Princess of Wales, wore its bump-friendly pieces throughout her pregnancies, including the much-talked-about blue wrap dress she wore in 2018.
The brand’s association with royalty caused a media frenzy at the time, with items frequently selling out. However, despite this success and a brief stint on the London Stock Exchange in 2021, Seraphine has struggled in recent years.
According to consultancy firm Interpath, which is now overseeing the administration, Seraphine faced a series of trading challenges, including “rising costs and brittle consumer confidence”.
Will Wright, UK CEO of Interpath, said in a statement:
“Despite the significant efforts of the shareholders and the executive team to support the business, the cumulative effects of the economic challenges facing the business proved too difficult to overcome.”
A relaunch that came too late?
Back in April, Seraphine announced a new brand identity with what it called a renewed focus on “form, function and fit”. A flurry of promotional sales followed — with discounts up to 60% — but by early July, the Seraphine website had gone dark.
In a statement, Interpath explained:
“With pressure on cashflow continuing to mount, the directors of the business sought to undertake an accelerated review of their investment options, including exploring options for sale and refinance.
Sadly, with no solvent options available, the directors then took the difficult decision to file for the appointment of administrators.”
Now, administrators are exploring what’s next — including the potential sale of Seraphine’s brand and assets.
What happens next for customers and staff?
While Seraphine’s flagship store on Kensington High Street is now closed, some of its stock was also sold via major retailers including John Lewis and Next. It’s not yet clear whether these partners will continue to sell remaining items.
For Seraphine’s staff, most of whom have now been made redundant, Interpath says support will be given to help them make claims via the redundancy payments service.
Meanwhile, customers who placed recent orders or have pending returns are left in limbo, as the website is no longer functioning and no public statement has been issued regarding refunds or exchanges.
A sad sign of the times for maternity fashion
Seraphine’s downfall highlights the ongoing challenges facing retail — even for niche brands with high-profile backing. In an increasingly budget-conscious market, even the most stylish and thoughtfully designed maternity wear can struggle to survive.
As many mums know, finding maternity clothing that’s both flattering and functional isn’t always easy. Seraphine carved out a rare space offering fashion-forward pieces that still felt comfortable and practical — a combo that’s often elusive during pregnancy.
For now, it remains to be seen whether another retailer will step in to acquire the Seraphine brand or if this is truly the end of an era.
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Ruairidh is the Digital Lead on MadeForMums. He works with a team of fantastically talented content creators and subject-matter experts on MadeForMums.