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Exclusive: Séraphine appoints new merchandising director



British maternity brand Séraphine has appointed Roopa Hunt as merchandising director, Drapers can reveal. 

Hunt was previously head of international merchandising at Ted Baker for five years until March this year and had been appointed as part of a strategy to accelerate the company’s international growth.

She was previously senior merchandiser at Jack Wills and Reiss.

Séraphine, founded in 2002, opened its second store in Paris this year, near the Champs-Elysées, and has a third store planned for 2019. As well as Paris, it now has stores in London, Dubai, New York and Hong Kong.

Founder and CEO Cecile Reinaud said: ”Internationalisation brings a huge set of challenges in terms of margin protection and buying the right mix of product and Roopa’s experience will be key to drive our merchandising team in the fast pace growth phase that we are experimenting.”

Séraphine’s turnover for the year to 2 April 2017 was £15.87m, up from £13.78m.


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