May 24, 2021
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Seraphine mulls London IPO following £50m sale

May 24, 2021

It's only a few months since the founder of maternitywear specialist Seraphine, Cecile Reynaud, sold the label to Mayfair Equity Partners (MEP) for £50 million. But the new owners are already confident enough to be considering a share listing in London.


That's according to Sky News, which reported that the new owners are drawing up plans for an IPO already and are close to appointing advisors.

MEP hasn't confirmed or denied the report, which also said the process is still at an early stage so the listing isn't imminent. It added that MEP thinks listing the brand would help to boost its profile and visibility.

Insiders told the news organisation that the value of any IPO could be "significantly higher" than the £50 million price tag the label fetched late last year.

The market for specialist maternitywear companies is limited, given that the category is available from non-specialist high street and online retailers, and also the fact that many pregnant women avoid specific maternity clothing. But some premium price specialists have found a strong business niche in the sector and Seraphine is one of them.

The brand has benefited from celebrity patronage with influencers such as the Duchess of Cambridge having worn the almost-20-year-old label during her pregnancies.

The company now has a sizeable international business and sells in more than 120 countries with branded stores not only in London, but also in New York and Paris.

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