Major UK retailer worn by Princess Kate sold to Next in shake-up

The retailer was famously worn by Kate Middleton and was at risk of going bust before the deal

Maternity fashion brand Seraphine has been saved by Next after it bought the brand for a staggering £600,000.

The retailer made headlines for being the clothing of choice for Kate Middleton during her pregnancies.

Earlier this month, it collapsed into administration, with the brand sounding the alarm that it could leave the high street completely.

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95 staff lost their jobs when the company was plunged into administration at the start of July.

Seraphine’s original founder, Cecile Reinaud, will rejoin the company as part of the organisation’s rescue agreement.

Next has stated it plans to relaunch the brand and focus on its core appeal – stylish and practical clothing for pregnant women.

Reinaud stated: “This new ownership feels like a good fit and I believe Seraphine will thrive again. I’m excited to be part of this new chapter.”

Interpath handled the administration proceedings alongside Chris Pole, saying: “We are pleased to have concluded this transaction which preserves the Seraphine brand and wish the team at Next all the very best for the future.”

Reinaud sold the company to the private equity firm Mayfair for £50 million in December 2020.

She later admitted to being “heartbroken” over the brand’s collapse and criticised the owners for “wiping out in four years, the work of 20 years”.

The brand received international recognition when Kate Middleton wore their maternity dresses during her pregnancies.

However, she wasn’t the only royal to sport the brand, as in 2020 Princess Eugenie was photographed carrying a large purple bag from the store as she walked down Kensington High Street.

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