Seraphine Group aims to float on the London Stock Exchange’s main market and raise funds to finance its international expansion as well as its push into the digital space.
The digitally-led maternity and nursing fashion brand produces innovative products for an underserved market and boasts that “very few” pure play specialists can compete with it.
“Over the past 18 years Seraphine has supported its customers worldwide through the journey of motherhood with designs that empower women to feel confident in their changing bodies,” said Sharon Flood, chair of Seraphine.
“The announcement today represents an exciting opportunity to further Seraphine’s reach and continue to grow its presence and product offer in the highly resilient and under-competed maternity and nursing wear market, led by a seasoned retail and e-commerce executive team.”
The company’s vision was to create “desirable clothes which women would want to wear even if they were not pregnant.”
Underpinning its product portfolio – and accounting for 70% of group sales – is its core ‘Continuity’ range, comprised of timeless staple pieces which are repeated each year for the corresponding season.
Between financial years 2014-2021, group sales have clocked in with a compound annual rate of growth of 22%, driven by its expansion and rapid growth of its own digital platform.
Roughly two-thirds of sales came from overseas in the 2021 financial year.
The latter has also afforded the company international brand recognition, which has been boosted by a long list of royal and celebrity followers.
To take note of, the company highlighted the “highly resilient” nature of the business relative to the discretionary nature of the wider apparel market.
