Seraphine made headlines for being the clothing of choice for Kate Middleton during her pregnancies but it collapsed into administration earlier this month
Kate Middleton in one of Seraphine’s gowns(Image: Birmingham Mail)
Kate Middleton’s favourite fashion label has been bought by Next after going into administration.
Maternity brand Seraphine gained global fame for dressing Kate Middleton throughout her pregnancies. Earlier this month, the company tumbled into administration, sparking fears it could vanish entirely.
High street staple Next steeped in and acquired the brand for £600,000. A total of 95 employees were made redundant when the firm entered administration at the beginning of July.
Seraphine’s original founder, Cecile Reinaud, will return to the company as part of the rescue deal, reports Birmingham Live. Next has announced plans to revive the brand whilst concentrating on its fundamental attraction – chic and functional attire for expectant mothers.
Next bought the brand (stock)(Image: Getty)
Reinaud commented: “This new ownership feels like a good fit and I believe Seraphine will thrive again. I’m excited to be part of this new chapter.”
Interpath managed the administration process alongside Chris Pole, stating: “We are pleased to have concluded this transaction which preserves the Seraphine brand and wish the team at Next all the very best for the future.”
Reinaud had sold the business to private equity firm Mayfair for £50 million in December 2020.
A Seraphine store(Image: SOPA Images/LightRocket via Getty Images)
She subsequently confessed to feeling “heartbroken” following the brand’s downfall and slammed the owners for “wiping out in four years, the work of 20 years”.
The label achieved worldwide acclaim when Kate Middleton donned their maternity gowns during her pregnancies. However, she wasn’t the only Royal to be seen donning the brand.
In 2020, Princess Eugenie was spotted with a large purple bag from the same store while strolling down Kensington High Street.
For the latest breaking news and stories from across the globe from the Daily Star, sign up for our newsletters.