PORTFOLIO / Seraphine


Leveraging performance marketing excellence to accelerate international growth.


Digital Consumer


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 its attractive but niche market, 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. Seraphine’s range is renowned for its thoughtful styling, fit and functionality that is designed to support the journey through pregnancy, nursing and post-partum, with clothing sold at a premium but attainable price point. 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, supporting management’s plans to deliver profitable growth in new and existing markets around the world.

On 16 July 2021, Seraphine was admitted to the Main Market of the London Stock Exchange. Mayfair worked closely with management to deliver the IPO, after which Mayfair has remained a minority shareholder. On 6 April 2023, Seraphine was delisted from the LSE following the completion of a take-private by Mayfair.

Our partnership

Mayfair has worked closely with management in several areas including:

  • Supporting management with a complete repositioning of the brand strategy and a review of brand strategy.
  • Assisting with the recruitment of new team members, including a Head of Growth and Chief Information Officer. 
  • Strengthening the company’s technology strategy by assisting with key vendor negotiations and de-risking IT supplier dependency.
  • Assisting with the relocation of the company’s third party logistics provider, giving the company a more scalable site.

“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 continue to partner closely with the team as we work together to build an even better business.”

David Williams, CEO of Seraphine