Kate Middleton is a follower of these clothes that have changed the lives of a whole generation of women around the world. Unfortunately, his designer deplores being a spectator of “the collapse” of his brand.
Bankruptcies are increasing in the fashion sector. In France, brands such as Camaïeu, Kookai, San Marina, or André have already closed their doors. Abroad, Topshop, Spirit or The Body Shop (partly liquidated in the United Kingdom) have also experienced major setbacks. Even higher-end claws, such as Naf Naf or COP.Copine, have been forced to give in to the increase in production costs, inflation, and competition from ultra low-cost platforms. This time, another emblematic brand of clothing is placed in receivership … A news that may make nostalgic a whole generation of women.
However, the brand has existed for 23 years and has been a dazzling success with pregnant women. “”At the time, I observed a lack of offers in this niche and I decided to open a store in London, in the Notting Hill “districtentrusted us with creator Cécile Reinaud, during an interview with the Journal des Femmes in 2018. This mother of two children who particularly invested in ensuring that future mothers feel beautiful, managed to develop and internationalize her brand between London, New York, Dubai and Paris …
Even the Duchess of Cambridge was a fan of it: it thus contributed to the notoriety of the brand by wearing clothes Seraphine throughout its pregnancies. And that’s not all: Queen Elisabeth II gave her designer the “Queen’s Award for Entreprise 2015” in the “International Trade” category during a ceremony organized in Buckingham Palace! “”It is a very prestigious price in England and a real consecration since this price is awarded to companies with a strong expansion to export, and which succeed in creating an international brand“explains Cécile Reinaud,”Very honored to have received this great reward “.
Unfortunately, she must now resign herself: despite this great success at the international level, Seraphine is placed in receivership. 4 years ago, Cécile Reinaud had sold her beautiful company to the company Mayfair Equity. “A bitter-bit, but necessary decision,” she said on social networks. “See now the collapse of this brand – not for lack of love, but by mismanagement and lack of vision – is devastating. Private Equity cares about figures. But when they do not care about people, the figures do not work either. You cannot build a lasting value with a toxic culture” she added.
She now hopes that a large company can intervene to rebuild the brand “from nothing, because pregnant women deserve it”. One way for her to recall that behind a brand, there is also a vision, commitments and loyal clients. If Seraphine’s future remains uncertain, her story continues to resonate for all those who have found there much more than clothes: support, pride, and sometimes even a little found confidence.
