Reports surfaced recently that Next and Frasers Group were both in the running to acquire the brand.
The deal follows after Seraphine entered administration and appointed William James Wright and Christopher Pole from consultancy firm Interpath Advisory as joint administrators on 7 July 2025.
According to Interpath UK chief executive Will Wright, escalating expenses and fragile consumer sentiment, were “too challenging to overcome” for Seraphine.
Wright said: “We are pleased to have concluded this transaction, which preserves the Seraphine brand and wish the team at Next all the very best for the future.”
Next aims to provide a “stable platform” for the relaunch of Seraphine, focusing on its core expertise in creating fashionable and functional clothing for expectant mothers.
As part of the agreement, Cécile Reinaud, the founder of Seraphine, will be rejoining the brand in an advisory role under Next's ownership.
Cécile Reinaud said: “I’m very happy to see Seraphine find a new home with Next, a British brand with so much heritage and customer trust that resonates with millions of women and families. This new ownership feels like a good fit and I believe Seraphine will thrive again. I’m excited to be part of this new chapter, helping to restore the brand’s unique positioning that pregnant women love.”
Seraphine is an award-winning retailer of maternity and post-natal fashion. It operates flagship store in Kensington High Street, London, and distributes products through its online platform and other well-known stockists.
The company suspended trading and is not accepting any new orders, as per information on its website. The majority of its 95 employees have been laid off, according to Interpath.
