During the Princess of Wales’s three pregnancies, she favored one particular maternity-wear label: Seraphine. Kate wore Seraphine frequently during her rare events, including some of her “Heads Together” speeches. Kate also wore Seraphine for her first public appearance alongside then-Meghan Markle, at a panel discussion for the Royal Foundation. Well, weird news? The label is bankrupt.
A maternity-wear chain that joined the London stock market listing boom in 2021 is on the brink of collapse, putting about 100 jobs at risk. Seraphine, worn by the Princess of Wales during all her three pregnancies, has filed a notice of intent to appoint administrators from Interpath Advisory.
The brand went public in July 2021 under the ticker “BUMP” but like a succession of companies that floated during the period it struggled to meet investor expectations.
Seraphine was taken private in 2023 by Mayfair Equity Partners, the same private equity firm that had previously backed it before its float, at 30p a share, down from its 295p listing price.
The company blamed an “extraordinary convergence of challenges” for its poor performance after the listing, including a slowdown in spending on clothes during the cost of living crisis, the global supply-chain crisis and “substantial” inflation in online marketing costs.
Seraphine employs about a hundred staff and has only its first shop left, in Kensington, west London, after a recent string of closures. It had seven shops across the UK, France and the US in 2023.
Y’all know that I’m always up for pointing out that the “Kate Effect” is a myth and that Kate doesn’t actually have a Midas Touch when it comes to selling out clothes and accessories. But! I don’t think that’s what this is. I think this is a story about how private equity firms are destroying everything they touch. It’s become a real thing – “why is this business failing, oh right, it was bought by a private equity firm a few years ago.” And honestly, Kate always looked cute during her pregnancies – her little Seraphine dresses always suited her and many pregnant ladies definitely looked to Kate for inspo.
Photos courtesy of Avalon Red.
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- The Duchess of Cambridge makes a speech at Roe Green Junior School in Brent, London as she launches a mental health programme for schools as part of the Heads Together campaign.,Image: 509639628, License: Rights-managed, Restrictions: NO UK USE FOR SEVEN DAYS – Fee Payable Upon Reproduction – For queries contact Avalon.red – [email protected] London: 44 (0) 20 7421 6000 Los Angeles: 1 (310) 822 0419 Madrid: 34 91 533 4289, *** NO UK USE FOR 48 HRS ***, Model Release: no, Credit line: /Avalon
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- 101449, LONDON, UNITED KINGDOM – Tuesday July 23, 2013. Prince William, The Duke and Catherine, Duchess of Cambridge leave the St Mary’s Hospital with their baby Prince in London. **UK, AUSTRALIA & NZ OUT** **FEE MUST BE AGREED PRIOR TO USAGE** **E-TABLET/IPAD & MOBILE PHONE APP PUBLISHING REQUIRES ADDITIONAL FEES**,Image: 528358831, License: Rights-managed, Restrictions: WORLD RIGHTS, DIRECT SALES ONLY UNLESS STATED OTHERWISE IN CAPTION – Fee Payable Upon Reproduction – For queries contact Avalon.red – [email protected] London: 44 (0) 20 7421 6000 Los Angeles: 1 (310) 822 0419 Berlin: 49 (0) 30 76 212 251 Madrid: 34 91 533 4289, Model Release: no, Credit line: PacificCoastNews.com/Avalon
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- 101449, LONDON, UNITED KINGDOM – Tuesday July 23, 2013. Prince William, The Duke and Catherine, Duchess of Cambridge leave the St Mary’s Hospital with their baby Prince in London. **FEE MUST BE AGREED PRIOR TO USAGE** **E-TABLET/IPAD & MOBILE PHONE APP PUBLISHING REQUIRES ADDITIONAL FEES**,Image: 528359014, License: Rights-managed, Restrictions: WORLD RIGHTS, DIRECT SALES ONLY UNLESS STATED OTHERWISE IN CAPTION – Fee Payable Upon Reproduction – For queries contact Avalon.red – [email protected] London: 44 (0) 20 7421 6000 Los Angeles: 1 (310) 822 0419 Berlin: 49 (0) 30 76 212 251 Madrid: 34 91 533 4289, Model Release: no, Credit line: PacificCoastNews.com/Avalon
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- 173969, (L-R) Meghan Markle and Catherine, Duchess of Cambridge attend the first annual Royal Foundation Forum held at Aviva in London. London, United Kingdom – Wednesday February 28, 2018. Photograph: Ã?© Avalon.red, PacificCoastNews. Los Angeles Office (PCN): 1 310.822.0419 UK Office (Avalon): 44 (0) 20 7421 6000 [email protected] FEE MUST BE AGREED PRIOR TO USAGE,Image: 534296421, License: Rights-managed, Restrictions: WORLD RIGHTS, DIRECT SALES ONLY UNLESS STATED OTHERWISE IN CAPTION – Fee Payable Upon Reproduction – For queries contact Avalon.red – [email protected] London: 44 (0) 20 7421 6000 Los Angeles: 1 (310) 822 0419 Berlin: 49 (0) 30 76 212 251 Madrid: 34 91 533 4289, Model Release: no, Credit line: Avalon.red, PacificCoastNews / Avalon
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- LONDON, ENGLAND – FEBRUARY 28: Meghan Markle and Catherine, Duchess of Cambridge attend the first annual Royal Foundation Forum held at Aviva on February 28, 2018 in London, England. Under the theme ‘Making a Difference Together’, the event will showcase the programmes run or initiated by The Royal Foundation.,Image: 534751729, License: Rights-managed, Restrictions: NO UK USE FOR SEVEN DAYSFee Payable Upon Reproduction – For queries contact Avalon.red – [email protected] London: 44 (0) 20 7421 6000 Los Angeles: 1 (310) 822 0419 Berlin: 49 (0) 30 76 212 251 Madrid: 34 91 533 4289, *** NO UK USE FOR 48 HRS ***, Model Release: no, Credit line: /Avalon/Avalon
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- LONDON, ENGLAND – FEBRUARY 28: Prince Harry, Meghan Markle, Catherine, Duchess of Cambridge and Prince William, Duke of Cambridge attend the first annual Royal Foundation Forum held at Aviva on February 28, 2018 in London, England. Under the theme ‘Making a Difference Together’, the event will showcase the programmes run or initiated by The Royal Foundation.
