Seraphine

Established in the UK in 2002, Seraphine has grown into a leading global brand in a niche market, shipping to over 127 countries, with over 70% of sales generated outside 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, supporting customers through pregnancy, nursing, and post-partum, with products sold at a premium yet attainable price point. Industry-leading digital marketing enabled Seraphine to operate as a digitally led brand, with approximately 90% of sales generated online.

Mayfair backed the management buyout of Seraphine in December 2020, supporting plans for profitable international growth. Seraphine listed on the Main Market of the London Stock Exchange in July 2021, with Mayfair remaining a minority shareholder. In April 2023, Seraphine was delisted following a take-private by Mayfair and in July 2025 the Seraphine brand was sold to NEXT Plc.