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Séraphine to open first US store in New York

UK-based maternity brand Séraphine will open a store in New York on November 20, as it looks to expand in the US.

The 1,700 sq ft store will be located at 464 West Broadway in the heart of SoHo, close to French babywear retailer Bonpoint’s flagship and baby equipment store Giggle.

“Séraphine has three stores in London and one in Paris and we plan to roll out 10 stores stateside in the next four years,” said founder and designer Cécile Reinaud.

“Since our [ecommerce] launch in America two years ago, we have seen a lot of enthusiasm for our brand and fast sales growth on our online platform. The location of our flagship store in SoHo will offer New Yorkers and international shoppers a unique retail environment to discover our whole range.”

Séraphine launched in the UK in 2002 with a store on Kensington High Street. It is stocked by retailers including Peter Jones and Galeries Lafayette in Paris.

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