PORTFOLIO / Seraphine


Leveraging performance marketing excellence to accelerate international growth.




London, UK

Geographic footprint

UK, Europe, US





Investment date
December 2020



The company

Established in the UK in 2002, Seraphine has grown to become a leading global brand in this attractive specialist niche, shipping to over 127 countries around the world with over 70% of sales generated outside of the UK. The company’s success has been driven by sustained product innovation and best-in-class digital marketing capabilities. On the former, Seraphine’s offering focuses on thoughtful styling, fit and functionality to support the pregnancy journey, as well as nursing and post-partum, at a premium but attainable price point. On the latter, Seraphine’s industry-leading digital marketing capabilities has allowed Seraphine to become a digitally-led brand, with c. 90% of sales generated online.

The investment

Mayfair backed the Management Buyout of Seraphine in December 2020. The management team has an outstanding track record of delivering profitable growth in new markets around the world and we’re excited to be able to support them in the next phase of Seraphine’s growth.

Our partnership

Mayfair is working closely with management in several areas including accelerating expansion into the US, and continuing to invest behind the brand’s already high-quality digital marketing capabilities.

“From the outset it was clear that Mayfair put people first and as a tight knit cross-functional executive team this was extremely important to us. This, combined with their digital focus, investment track record, and experience in scaling businesses in the US meant they were the ideal partner to support our next stage of growth. We look forward to embarking on the next leg of our journey with a partner that can help us build an even better business.”

David Williams, CEO of Seraphine