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Maternitywear brand Séraphine seeks regional stores

London-based Séraphine is expanding its reach across the UK, seeking stores in other major cities.

The premium maternitywear brand – which currently trades from boutiques in London’s Kensington, Hampstead and Marylebone – is due to sign a deal to open its fourth store in the capital this week at 102 Northcote Road in Clapham. The 800 sq ft store is expected to open in mid-July.

Following this it will turn its attention to regional stores, with units being sought in Leeds and Edinburgh to open in 2015.

Managing director and founder Cecile Reinaud told Drapers the decision to focus on these two cities “is guided by our very good conversion rate online for them”.

She added: “As we do more than 60% of our turnover online, we can analyse which cities perform well.”

Séraphine is also sold through the Peter Jones branch of John Lewis on London’s Sloane Square and there are ongoing discussions about rolling it out in additional John Lewis stores from the autumn. Reinaud could not comment on which additional stores it would be sold through.

The brand also has international aspirations. It is already distributed through specialist maternity chain A Pea in The Pod in the US, which has more than 200 doors.

Following the appointment in April of former SuperGroup finance director for wholesale and international John Bailey in April to lead a push into the country, it is now working on plans to open a 1,600 sq ft store on West Broadway in New York’s Soho.

The unit, which is yet to be signed, would be its largest to date. If it proves successful, further expansion with more store openings could follow.

Readers' comments (1)

  • That's really a great news for the new opening of stores throughout country .I have used varied Seraphine products and I have also recommended this brand to many friends and relatives for maternity wear .Recently I got some collection from

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