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Séraphine reports rise in turnover

British maternity brand Séraphine has reported a 35% year-on-year increase in EBITDA to £3m for the 52 weeks to 31 March.

The brand generated a turnover of £22m, up 25% on 2017/18. 

Founded by Paris-born Cécile Reinaud in 2002, Séraphine has stores in London, Dubai, New York and Hong Kong, and recently celebrated the opening of its store in Delhi, India on the 1 April. 

France remains a key territory for the brand. It opened a second store in Paris six months ago and plans to open a third later this year. 

Reinaud has outlined her business’ objectives for international growth: “Although ecommerce remains our primary sales-driver, we still see the value in a strong physical retail presence, and we are investing in growing our brand reach in international territories via a selective store presence.”

Commenting on the prospect of Brexit, Reinaud explains that economic fears have not made plans for international expansion less likely: “Our ambitious international growth strategy has not been deterred by slow Brexit negotiations. I remain confident that the clothing sector will not be hit by new export taxes into Europe and, with a strong euro against the pound, growing our business on the continent is an attractive prospect.

“Whilst the last quarter has been more challenging for UK sales due to Brexit, we are delighted that our international sales are really driving continued profitable growth. We export 70% of turnover, with 40% of that being exported to mainland Europe. Clearly Brexit is of concern for our future strategy, which is why we have had to plan for various possible scenarios in order to be better able to adapt to what the deal might be.”


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