Seraphine founded in 2002 by Cecile Reinaud and was floated on the stock market in 2021 with a £150m valuation, and went under the ticker identification of ‘BUMP’
Kate Middleton wore the brand on several occasions(Image: Birmingham Mail)
Kate Middleton’s favourite maternity-wear brand has sacked nearly all of its 95 – and gone into administration. Seraphine was, until today, the go-to brand for the Duchess of Cambridge whenever she was pregnant.
It was founded in 2002 by Cecile Reinaud and was floated on the stock market in 2021 with a £150m valuation, and went under the ticker identification of “BUMP”.
It was then taken private in £15.3m by Mayfair Equity Partners, and is now under Interpath – who have put the business into administration and made nearly all 95 staff redundant.
The brand is now in administration
Will Wright, the UK chief executive of Interpath, said: “Over the past 23 years, Seraphine has grown to become a well-known and well-loved maternity brand, known for its blend of comfort and style.
“Unfortunately, the strong economic headwinds that have been impacting a number of the UK’s high street and online retailers, including rising costs and brittle consumer confidence, have proved too challenging to overcome.”
He also said that Interpath was attempting to “explore options for the business and its assets, including the Seraphine brand”.
It is possible that the brand name could live on with an external wholesaler taking it one – like the Mike Ashley-owned brand I Saw It First – but this has not been confirmed by the current owners.
Kate will not be pleased(Image: Getty Images)
The company’s website has been offline with shoppers being greeted by a message which reads: “William James Wright and Christopher Pole were appointed Joint Administrators of Seraphine Limited (the ‘Company’) on 7 July 2025. The Company ceased to trade upon appointment and therefore will not be accepting any new orders.
“If you have any queries regarding the Company, please email seraphine@interpath.com and a member of the team will respond.
“The affairs, business and property of the Company are being managed by the Joint Administrators who contract as agents of the Company, without personal liability. William James Wright and Christopher Robert Pole are authorised to act as insolvency practitioners by the Institute of Chartered Accountants in England & Wales.
“We are bound by the Insolvency Code of Ethics. The Officeholders may be Data Controllers of personal data as defined by the Data Protection Act 2018.
“Personal data will be kept secure and processed only for matters relating to the appointment.”
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