Seraphine went into administration last week, making most of its workforce redundant, but now former Newcastle United owner Mike Ashley could be about to save it
12:54, 15 Jul 2025
The future looks murky for the brand
The future looks murky for the brand(Image: SOPA Images/LightRocket via Getty Images)
Controversial ex-Newcastle United owner Mike Ashley boss could be about to save Kate Middleton's favourite brand. Seraphine was, until last week, 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 £150million valuation, and went under the ticker identification of “BUMP”. It was then taken private in £15.3million by Mayfair Equity Partners, and is now under Interpath – who have put the business into administration and made nearly all 95 staff redundant.
Bosses blamed “economic headwinds” and “brittle consumer confidence – but that doesn't seem to be deterring potential buyers.
Kate Middleton loved the brand
Kate Middleton loved the brand(Image: Getty Images)
As mooted by the Daily Star last week, the brand could be sold for a figure thought to be in the “low single-digit millions,” experts have told industry news outlet Drapers.
And one of those who could be interested is the Fraser's Group, owned by Mike Ashley. However, whoever does buy it would only be buying the brand name, rather than the business as a whole.
Article continues below
A source told them: “Next is likely to get a good deal on Seraphine, but it won't be interested in buying the entire business – just the IP (intellectual property). And it would limit it to online only (on the Next platform)."
And on Fraser's Group buying it, they felt that it would “fit right in” with the brand portfolio which also includes I Saw It First.
Could Mike Ashley save the brand?
Could Mike Ashley save the brand?(Image: PA)
They added: “It's going to be a hard buy. It's a niche sector and birth rates are falling, but there will always be demand for maternity wear.”
The news of the company's demise was met with fury by its founder who took to Linkedin to rage over how it happened.
Cecile Reinaud wrote: “I’m heartbroken to see Seraphine, the brand I founded and led for nearly 20 years, go into administration. When I sold the business in 2021, it was thriving: £34 million turnover and operating profits of £5.6 million: profitable every single year for 18 years.
Article continues below
“But within one year under Mayfair Private Equity, profits collapsed and never returned. Their decision to list on the stock exchange was a short-sighted move driven by greed, not growth.
“They pocketed the proceeds but did not invest back into the brand and allowed cost to balloon out of control and go into big loses. Leaving the public investors with huge losses and Seraphine management under immense stress, with no sustainable strategy or vision – wiping out out in four years the work of 20 years.”
For the latest breaking news and stories from across the globe from the Daily Star, sign up for our newsletters.