UK Maternity Brand Seraphine Enters Administration Amid Rising Costs, Staff Redundancies

The British maternity fashion retailer Seraphine, known for its blend of comfort and style and famously worn by the Princess of Wales during her pregnancies, has entered administration, ceasing trading and making most of its 95 employees redundant. Despite efforts including a brand relaunch in April 2025 focused on form, function, and fit, and exploring investment and sale options, the company was unable to overcome mounting cash flow pressures amid rising costs and fragile consumer confidence. Seraphine, which operated a flagship store on Kensington High Street in London alongside international outlets and an online platform, had seen its valuation plummet from £150 million in 2021 to £15.3 million in early 2023 after going private under Mayfair Equity Partners. Administrators from Interpath, led by UK CEO Will Wright, have been appointed to manage the disposal of assets including the Seraphine brand, with potential interest from sector peers or private buyers. The collapse highlights the broader economic challenges impacting UK high street and online retailers, particularly those reliant on ecommerce amid global supply chain disruptions and cost-of-living crises. Interpath is also supporting affected employees with redundancy claims as it seeks options to salvage the business wholly or in part.