Seraphine (company)

British maternity fashion label and store

Seraphine

Company type| Private company
Industry| Fashion and apparel
Founded| 2002
Founder| Cecile Reinaud, head designer[1]
Headquarters|

United Kingdom

Number of locations

| 10

Area served

| International

Key people

* Cecile Reinaud (President)
* David Williams (CEO)

Products| Maternity clothing
Website| www.seraphine.com

Seraphine is an international maternity fashion label and store.[2] The company was founded by French-born designer Cecile Reinaud[3] in 2002.[4] Seraphine is based in London and has stores in Dubai, Hong Kong, the United Kingdom, the United States and France. Its clothing is sold around the world through various boutiques and online.[5][6][7]

The maternity label received worldwide attention when Kate Middleton was photographed in a Seraphine dress for the first official family portrait with Prince George.[8] Seraphine has also been worn by celebrities such as Angelina Jolie,[9] Kate Winslet,[10] Christina Aguilera,[11] and Marion Cotillard.[12] In 2015 and 2020, Seraphine received the Queen's Award for Enterprise,[13][14][15] the United Kingdom's highest official accolade for businesses.[16]

In 2020, Seraphine generated £28 million in turnover.[17]

## History

[edit]

Seraphine was founded in 2002 by Cecile Reinaud.[18] Originally from Paris, Reinaud studied business in France before moving to the UK to work for advertising agencies including JWT.[19] Reinaud had the idea to start Seraphine after she was approached by multiple friends asking her to tailor their clothes during their pregnancies.[20] Her first design for the label was a pair of maternity jeans with a special lining and flexible fit to accommodate pregnant women.[18]

The first Seraphine store opened on Kensington Church Street in West London in 2002. In 2007, Seraphine opened its second store in Hampstead.[21]

Seraphine introduced its Luxe Collection in 2012, a line of maternity fashions for red-carpet events along with bridal gowns and outwear designed for women during and post-pregnancy.[22] Seraphine opened another store in central London on Marylebone High Street in 2013,[9][23] and in 2014, the company opened a store on Northcote Road in Clapham.[24]

In November 2014, the company opened a 1,650 square foot store in New York City. It is their first flagship store in the United States and is located on West Broadway.[23][25][26] In 2015, Seraphine relocated its London flagship store from Kensington Church Street in West London to Kensington High Street. That same year, the company opened a location in Leeds Victoria Quarter and another New York store on Madison Avenue.[27][28][29]

In November 2015, Seraphine launched The Diana Collection, a line of baby clothing produced in collaboration with the Diana Award charity. The company opened a flagship store in Dubai's Festival City Mall in April 2016.[7]

In 2017, the company opened its flagship French store in Place St Sulpice in Paris and a year later, they opened another on Avenue Victor Hugo near the Champs Elysees.[30][31]

In March 2019, the company opened a store in New Delhi.[32]

## Overview

[edit]

The Seraphine maternity line includes more than 200 styles of clothing for women during and after pregnancy.[18] The designer collections feature wardrobe basics, denims, office attire, knitwear, outerwear, and evening gowns.[2][18]

The company also operates internationally through online sales and stockists such as Pea in the Pod, Galeries Lafayette and John Lewis[33][34] as well as more than 80 independent clothing boutiques across the United States and Canada.[35]

## In popular culture

[edit]

Seraphine received international attention in 2013 after the Duchess of Cambridge, Kate Middleton, was photographed wearing the designer brand.[8] The particular dress Kate Middleton was wearing, the Jolene Knot Front Dress, sold out within two hours.[36][37] Middleton also wore Seraphine during her second pregnancy when she visited New York City in December 2014,[38][39] as well as in the United Kingdom in early 2015.[40][41][42] The Duchess continued to wear Seraphine maternity clothes throughout her pregnancy in 2018, choosing a Seraphine maternity dress to meet the King and Queen of Norway on the official royal tour of Sweden and Norway.[43] She also wore Seraphine for her first official appearance with Meghan Markle at the inaugural Royal Foundation Forum.[44]

## Collaboration

[edit]

Seraphine has collaborated over the years with several philanthropic partners, running campaigns to raise money for charities supporting mothers and babies. From 2005 to 2006, the company ran a campaign in collaboration with UK pregnancy charity Tommy's, supported by actress Anna Friel and singer Jamelia, in which Seraphine donated 100 percent of the profits from the sales of its baby scan t-shirt. The campaign raised over £40,000 for Tommy's.[45]

In 2014, Seraphine launched its 'Just For Love' campaign in collaboration with the Los Angeles based charity Baby2Baby. The campaign encouraged women to upload a picture to their online gallery and in exchange Seraphine donated $1 for every image uploaded. The campaign raised over $1000 for Baby2Baby.[46]

In 2015, the company launched a charity t-shirt campaign, supported by singer Sophie Ellis-Bextor in aid of Tommy's. The campaign raised £50,000, and all proceeds went towards Tommy’s’ miscarriage research centre.[47]

## Recognition

[edit]

Seraphine has been recognized through various awards and accolades.

* The company received the 'Best Specialist E-Tailer' award from the fashion business magazine Drapers in 2011.[21]
* In 2012, the company received five awards at the Pregnancy & Baby Bloom Awards including ones for 'Best Evening Wear,' 'Best Nursing Top,' and 'Best Innovation.'[48]
* Drapers awarded Seraphine's e-commerce website in 2014 for being the 'Best Multi-channel Retailer.'[49]
* Seraphine was recognized by The Sunday Times "Fast Track 100 Ones To Watch" from 2014.[50]
* The company was awarded the Queen's Award for Enterprise in 2015 after seeing a 35 percent growth in 2014.[51]
* In 2018 Seraphine won gold in the 'Best Maternity Wear' category at the Absolutely Mama Awards.[52]
* In 2020 Seraphine was awarded a second Queen's Award for Enterprise.[15]

## References

[edit]

1. ^ Julie Earle-Levine (26 April 2013). "The mother of invention: stylish pregnancy wear". Financial Times. Retrieved 11 December 2014.
2. ^ a b Lisa Sidgwick (15 September 2014). "A new season with Seraphine". Baby World UK. Retrieved 11 December 2014.
3. ^ Zach Seemayer (13 September 2013). "The Woman Behind Kate Middleton's Maternity Style". Entertainment Tonight. Retrieved 11 December 2014.
4. ^ Emma Spedding (20 August 2013). "Everything You Need To Know About Kate Middleton's Favourite Maternity Brand, Seraphine". Grazia Daily UK. Retrieved 11 December 2014.
5. ^ Jessica Vince (7 March 2013). "SPOTTED: A Pregnant Kate Middleton Shopping For Seraphine's Maternity Dresses". Grazia Daily UK. Retrieved 11 December 2014.
6. ^ "Mila Kunis Wearing Seraphine Maternity Jeans". Deminology. 26 May 2014. Retrieved 11 December 2014.
7. ^ a b Gemma Balmford (25 April 2016). "Seraphine Continues Global Expansion With Dubai Store Opening". Retail Focus. Retrieved 14 December 2016.
8. ^ a b "Kate Middleton's Seraphine Dress In Official Royal Baby Portrait Is Flattering, Affordable". Huffington Post. 20 August 2013. Retrieved 11 December 2014.
9. ^ a b Tim Walker (12 November 2013). "Duchess of Cambridge gives babies' fashion label a boost". The Telegraph. Retrieved 11 December 2014.
10. ^ Mellinger, Gloria (3 June 2014). "Seraphine: Comfy And Chic Celebrity Picks In Maternity Wear". Celebrity Baby Trends. Retrieved 6 January 2014.
11. ^ Malec, Brett (15 May 2014). "Christina Aguilera and Her Big Baby Bump Shop for Kids' Furniture in L.A". E! Online. Retrieved 6 January 2014.
12. ^ "Marion Cotillard does summer glamour in Chloe". The Telegraph. 18 November 2016.
13. ^ Elizabeth Anderson (21 April 2015). "Queen's Enterprise Awards celebrate top companies in Britain". The Telegraph. Retrieved April 26, 2015.
14. ^ Geoghegan, Jill; Hounslea, Tara (21 April 2015). "Hotter, Phase Eight and Seraphine win Queen's Award". Drapers. Retrieved April 26, 2015.
15. ^ a b "Queen's Award 2020 fashion winners named". 21 April 2020. Retrieved 24 April 2020.
16. ^ Brian Groom (21 April 2015). "Queen's Awards for Enterprise 2015: A boost to business". Financial Times. Retrieved 26 April 2015.
17. ^ Hurley, James (2020-12-31). "Seraphine founder Cécile Reinaud delivers her £50m baby". The Times.
18. ^ a b c d Beth Pitts (21 May 2012). "Cecile Reinaud: Founder, Seraphine Maternity Wear: Dressing the Bumps of Angelina Jolie & Halle Berry". The Next Women Business Magazine. Retrieved 11 December 2014.
19. ^ "Created in Britain: Now delivering maternity clothes to the U.S. and more than 30 countries around the world". Womanthology. Retrieved 11 December 2014.
20. ^ Nika Soon-Shiong (19 September 2013). "Q&A: Cecile Reinaud on outfitting the pregnant Duchess of Cambridge". Los Angeles Times. Retrieved 11 December 2014.
21. ^ a b Jonathan Turton (21 August 2012). "Hampstead maternity store goes from strength to strength". West Hampstead Life. Retrieved 11 December 2014.
22. ^ Rachael Grace (29 October 2012). "Seraphine now at John Lewis". Kingsroad. Retrieved 11 December 2014.
23. ^ a b Jill Geoghegan (15 November 2013). "Seraphine opens new store". Drapers. Retrieved 11 December 2014.
24. ^ "Retail In Detail" (PDF). Knight Frank. 20 June 2014. Retrieved 11 December 2014.
25. ^ Jessica Pallay (24 November 2014). "First Look: Seraphine Soho". Well Rounded NY. Retrieved 11 December 2014.
26. ^ Petah Marian (10 November 2014). "Seraphine to open first US store in New York". Drapers Online. Retrieved 3 January 2015.
27. ^ "Seraphine New Kensington Flagship Launch Party". West London Living. 22 July 2015. Retrieved 14 December 2016.
28. ^ "Seraphine Opens Its Second New York Store on Madison Avenue!". FashionManiac. June 8, 2016. Retrieved 14 December 2016.
29. ^ Bernard Ginns (3 June 2015). "Meet Cecile, The French Entrepreneur Behind Seraphine Who is Proud to Run Her Business in Britain". Yorkshire Post. Retrieved 14 December 2016.
30. ^ Emma Sheppard (30 August 2018). "Maternity brand Seraphine opens second Paris store". Drapers Online. Retrieved 14 January 2019.
31. ^ Lyndsey Dennis (15 September 2018). "Seraphine opens second store in Paris". Retail Focus. Retrieved 14 January 2019.
32. ^ "Seraphine to launch its maiden store in India". 19 March 2019.
33. ^ "Seraphine appoints new finance director". Fashion United. 23 April 2014. Retrieved 11 December 2014.
34. ^ Golla, Mathilde (29 July 2013). "La Styliste Française Seraphine Vend ses Robes Tous Azimuts Grâce à Kate". Le Figaro (in French). Retrieved 14 December 2016.
35. ^ "Seraphine Maternity New York Store". Retrieved 11 December 2014.
36. ^ "Kate Middleton's Seraphine dress sells out in just two hours". Hello! Magazine. 21 August 2013. Retrieved 11 December 2014.
37. ^ Kate Samuelson (6 October 2013). "Duchess of Cambridge Kate trumps all other celebrity fans for Hampstead designer". Ham&High. Retrieved 11 December 2014.
38. ^ "Duchess of Cambridge: December 9 2014". Vogue. 9 December 2014. Retrieved 3 January 2015.
39. ^ "Kate Middleton and Prince William Arrive in New York". Vanity Fair. December 2014. Retrieved 3 January 2015.
40. ^ Carolyn Durand (19 January 2015). "Duchess Kate Says She Can Feel the Baby Kicking". ABC News. Retrieved 30 January 2015.
41. ^ Lorelei Marfil (19 January 2015). "Duchess of Cambridge Dons Seraphine". WWD. Retrieved 30 January 2015.
42. ^ Rosie Reeves (23 January 2015). "Best Dressed Celebrities This Week". Harpers Bazaar. Retrieved 30 January 2015.
43. ^ Laura Sutcliffe (1 February 2018). "Duchess Kate wears lacy Seraphine dress for an Oslo lunch date". Hello Magazine. Retrieved 14 January 2019.
44. ^ Alice Newbold (28 February 2018). "Duchess Kate wears lacy Seraphine dress for an Oslo lunch date". Vogue. Retrieved 14 January 2019.
45. ^ "Friel and Jamelia don T-shirts for Tommy's". PR Week. 26 January 2006. Retrieved 11 December 2014.
46. ^ "Get Involved: Seraphine maternity – Introducing the #JustFor Love campaign". We Are The City. 22 May 2014. Retrieved 11 December 2014.
47. ^ "Sophie Ellis-Bextor and Seraphine Are Helping Raise Money for Our New Miscarriage Research Centre". Tommy's. Retrieved 14 December 2016.
48. ^ "Seraphine Maternity A/W 2012 LUXE Collection". Baby Bump Fashion. 2 July 2012. Retrieved 11 December 2014.
49. ^ "Drapers Retail Week Paypal Etail Awards 2014 winners". Retail Week. 3 July 2014. Retrieved 11 December 2014.
50. ^ "2014 The Sunday Times Fast Track Ones to Watch". Fast Track. Retrieved 3 January 2015.
51. ^ Chloe Rigby (21 April 2015). "Online and multichannel businesses among winners of the Queen's Award for Enterprise". Internet Retailing. Retrieved 26 April 2015.
52. ^ "Absolutely Mama Awards 2018 Results". Absolutely Mama. Retrieved 14 January 2019.