During the Princess of Wales’s three pregnancies, she favored one particular maternity-wear label: Seraphine. Kate wore Seraphine frequently during her rare events, including some of her “Heads Together” speeches. Kate also wore Seraphine for her first public appearance alongside then-Meghan Markle, at a panel discussion for the Royal Foundation. Well, weird news? The label is bankrupt.
A maternity-wear chain that joined the London stock market listing boom in 2021 is on the brink of collapse, putting about 100 jobs at risk. Seraphine, worn by the Princess of Wales during all her three pregnancies, has filed a notice of intent to appoint administrators from Interpath Advisory.
The brand went public in July 2021 under the ticker “BUMP” but like a succession of companies that floated during the period it struggled to meet investor expectations.
Seraphine was taken private in 2023 by Mayfair Equity Partners, the same private equity firm that had previously backed it before its float, at 30p a share, down from its 295p listing price.
The company blamed an “extraordinary convergence of challenges” for its poor performance after the listing, including a slowdown in spending on clothes during the cost of living crisis, the global supply-chain crisis and “substantial” inflation in online marketing costs.
Seraphine employs about a hundred staff and has only its first shop left, in Kensington, west London, after a recent string of closures. It had seven shops across the UK, France and the US in 2023.
Y’all know that I’m always up for pointing out that the “Kate Effect” is a myth and that Kate doesn’t actually have a Midas Touch when it comes to selling out clothes and accessories. But! I don’t think that’s what this is. I think this is a story about how private equity firms are destroying everything they touch. It’s become a real thing – “why is this business failing, oh right, it was bought by a private equity firm a few years ago.” And honestly, Kate always looked cute during her pregnancies – her little Seraphine dresses always suited her and many pregnant ladies definitely looked to Kate for inspo.
Photos courtesy of Avalon Red.
-
- The Duchess of Cambridge makes a speech at Roe Green Junior School in Brent, London as she launches a mental health programme for schools as part of the Heads Together campaign.,Image: 509639628, License: Rights-managed, Restrictions: NO UK USE FOR SEVEN DAYS – Fee Payable Upon Reproduction – For queries contact Avalon.red – sales@avalon.red London: +44 (0) 20 7421 6000 Los Angeles: +1 (310) 822 0419 Madrid: +34 91 533 4289, *** NO UK USE FOR 48 HRS ***, Model Release: no, Credit line: /Avalon
-
- 101449, LONDON, UNITED KINGDOM – Tuesday July 23, 2013. Prince William, The Duke and Catherine, Duchess of Cambridge leave the St Mary’s Hospital with their baby Prince in London. **UK, AUSTRALIA & NZ OUT** **FEE MUST BE AGREED PRIOR TO USAGE** **E-TABLET/IPAD & MOBILE PHONE APP PUBLISHING REQUIRES ADDITIONAL FEES**,Image: 528358831, License: Rights-managed, Restrictions: WORLD RIGHTS, DIRECT SALES ONLY UNLESS STATED OTHERWISE IN CAPTION – Fee Payable Upon Reproduction – For queries contact Avalon.red – sales@avalon.red London: +44 (0) 20 7421 6000 Los Angeles: +1 (310) 822 0419 Berlin: +49 (0) 30 76 212 251 Madrid: +34 91 533 4289, Model Release: no, Credit line: PacificCoastNews.com/Avalon
-
- 101449, LONDON, UNITED KINGDOM – Tuesday July 23, 2013. Prince William, The Duke and Catherine, Duchess of Cambridge leave the St Mary’s Hospital with their baby Prince in London. **FEE MUST BE AGREED PRIOR TO USAGE** **E-TABLET/IPAD & MOBILE PHONE APP PUBLISHING REQUIRES ADDITIONAL FEES**,Image: 528359014, License: Rights-managed, Restrictions: WORLD RIGHTS, DIRECT SALES ONLY UNLESS STATED OTHERWISE IN CAPTION – Fee Payable Upon Reproduction – For queries contact Avalon.red – sales@avalon.red London: +44 (0) 20 7421 6000 Los Angeles: +1 (310) 822 0419 Berlin: +49 (0) 30 76 212 251 Madrid: +34 91 533 4289, Model Release: no, Credit line: PacificCoastNews.com/Avalon
-
- 173969, (L-R) Meghan Markle and Catherine, Duchess of Cambridge attend the first annual Royal Foundation Forum held at Aviva in London. London, United Kingdom – Wednesday February 28, 2018. Photograph: Ã?© Avalon.red, PacificCoastNews. Los Angeles Office (PCN): +1 310.822.0419 UK Office (Avalon): +44 (0) 20 7421 6000 sales@pacificcoastnews.com FEE MUST BE AGREED PRIOR TO USAGE,Image: 534296421, License: Rights-managed, Restrictions: WORLD RIGHTS, DIRECT SALES ONLY UNLESS STATED OTHERWISE IN CAPTION – Fee Payable Upon Reproduction – For queries contact Avalon.red – sales@avalon.red London: +44 (0) 20 7421 6000 Los Angeles: +1 (310) 822 0419 Berlin: +49 (0) 30 76 212 251 Madrid: +34 91 533 4289, Model Release: no, Credit line: Avalon.red, PacificCoastNews / Avalon
-
- LONDON, ENGLAND – FEBRUARY 28: Meghan Markle and Catherine, Duchess of Cambridge attend the first annual Royal Foundation Forum held at Aviva on February 28, 2018 in London, England. Under the theme ‘Making a Difference Together’, the event will showcase the programmes run or initiated by The Royal Foundation.,Image: 534751729, License: Rights-managed, Restrictions: NO UK USE FOR SEVEN DAYSFee Payable Upon Reproduction – For queries contact Avalon.red – sales@avalon.red London: +44 (0) 20 7421 6000 Los Angeles: +1 (310) 822 0419 Berlin: +49 (0) 30 76 212 251 Madrid: +34 91 533 4289, *** NO UK USE FOR 48 HRS ***, Model Release: no, Credit line: /Avalon/Avalon
-
- LONDON, ENGLAND – FEBRUARY 28: Prince Harry, Meghan Markle, Catherine, Duchess of Cambridge and Prince William, Duke of Cambridge attend the first annual Royal Foundation Forum held at Aviva on February 28, 2018 in London, England. Under the theme ‘Making a Difference Together’, the event will showcase the programmes run or initiated by The Royal Foundation.
NB LVMH (owner of Dior and Givenchy) 📉
Kaiser – quick correction – the polka dot dress was Jenny Packham. I *think* (without googling) that the dress Kate wore in the picture with george and William and their dog was Seraphine.
OK, I fixed that. I swear, I did look everything up but some sites got the labels mixed up.
All I see when looking at these photos is her real thick natural hair! Of course, it’s very common with pregnant women but comparing her look to now is very stark! Wow!
I agree. This shorter hair was so flattering. I wish she’d take a break from those wiglets and have a short hair era.
I was coming here to say the same. I like her hair at this length. also, it’s my understanding that all the extensions and pieces can actually harm your natural hair.
Dior has best be careful. Everything this woman touches turns to coal.
Yep, the words “in administration” and “Middleton” are becoming increasingly synonymous.
Kate looks so much better with extra few pounds in her. It’s a shame she does not see it for herself. I know people change as they age but if she gained may 10-15 pounds it would do wonders. She looks so much younger and healthier.
Yup this is The Kate Effect they crow about. It’s not just patronages she “supports”, it’s businesses too. Equity firms are ruining everything but Kate is also wholly unconcerned with anything but herself. Maybe if her Arly Yars had actually been about anything they could’ve done a capsule with Seraphine like Meghan did? Idk, I don’t have hundreds of millions at my disposal for the best pie charts for Busy Business Ladies.
It’s the Middleton touch. So much financial taint by association.
After Party Pieces’ bankruptcy and James’ many failed ventures, I’d be very wary of any business receiving a royal warrant from her.
I hope Pippa’s husband has secured his wealth separately from the Middletons. His may be the one next to fall.
Meghan supports what she likes and where the values align with hers. I don’t know how Kate does it. But Meghan could wrap an embroidered tablecloth around herself and it would look good on her too. Fashion works through the woman who wears it. Meghan also has incredibly graceful and excellent posture without ever looking strained. That’s why everything about her looks great.
It’s hard out there for businesses. That’s all I’ve got. And that Kate’s hair looks good at that length. Not a doll ringlet in sight.
I was just thinking the same thing. Her hair looks fantastic here, I don’t understand why she doesn’t go back to this length even if she does use pieces for fullness. It looks so much better on her then the two shiny super long wigs she’s wearing now.
Didn’t the company she used to wear in the dating years, the dress she wore for her engagement pictures, also go bust? And a couple of her charities?
There is no Kate Effect. There is definitely no 1.2billion pound bump in the economy (as mentioned in the other article) based on anything Katie Keen says, does, or wears. Her “fans” don’t support her causes or raise money on their own like the SussexSquad has done for years. And most of her clothing is known to be several seasons old so anything she’s seen in that sells out was probably already out of stock.
But also, yes, VC and PE firms are ruining everything they touch. It’s horrifying.
Well to be fair to Kate, she won’t wear Seraphine if she’s not pregnant. I don’t know if they sold fun non-maternity accessories. We can’t blame her for them going bankrupt. But yes I know if a brand Meghan favors went bankrupt like Anine Bing the press would try to blame it on her somehow. This article mentions Kate wore the brand but that’s it. If Meghan had worn Seraphine, her name would have been inserted at least 5 times.
Yes, Kate won’t wear Seraphine if she is not pregnant, but the UK media would have you believe that the royal fashion icon who is single-handedly contributing billions of pounds to the British economy by virtue of a mythical “Kate effect” would lead millions of other pregnant women to wear the brand. This clearly has NOT been the case.
Kate wearing a brand really does appear to be the kiss of death for that brand – especially if her cheerleaders in the media keep hyping her fondness for the brand.
I tried to buy some pieces from Seraphine when I was pregnant in 2023 and I wasn’t impressed with what I received. To be fair, buying clothes online is a struggle to begin with, it’s a major PITA when pregnant. But the quality wasn’t what I was expecting for the brand or the price point, they didn’t send me all of my order, and they sent me something I didn’t order at all. So maybe it’s been a quality issue as well
Kate isn’t a fashionista so she does know how to choose clothes. I don’t think Kate knows herself or have any interests that she cares about so she doesn’t research the backgrounds of the companies like Meghan does. I think Kate thinks that anything designer is great and it makes her feel good about herself while Meghan loves herself and dresses based on what she loves. On another note, equity firms invest on what’s good for themselves and will suck the life out of a company to make money and them set them loose with a false sense of security.
Whoa! “The Kate effect” she’s the kiss of DEATH 🥴😂
Agreed that private equity is the root of many an evil today. Sooooo many businesses are run into the ground by those jamokes, but they’re convinced of their intellectual superiority despite reams of evidence to the contrary. I understand they plunder businesses for money and then leave the employees a shell, like a caterpillar with a parasite’s eggs growing in it, that taking money from businesses is all they want to do, but… they’re still morons. Morons who would rather take a cheap quick hit rather than build.
I work for an almost 100 yr old print magazine that is still profitable and covers a niche art form otherwise not widely covered. Private equity is destroying it in the most despicable way possible—by not paying freelancers, who do the work in large part for the love of the art form.
And all so they can line their pockets.
Private equity really is the worst. They ruin so much. I read somewhere that private equity expects constant growth, and the only thing that does that is cancer. They plunder and destroy.
I never thought that purple dress fabric photographed that well but it’s still sad for the employees.
This is just a higher profile of what is happening to so many small business brands in the U.K. made.com went public, administration within 2 years. This one (which had really good baby-wearing coats! Which is a shame to lose). Now there’s a Gail’s in every high street when they didn’t seem to exist 3 years ago…
Brexit put uk small business values down and PE firms have bought it all and are destroying them 1 by 1. No loss for the equity firm as I’m sure it just offsets profit elsewhere to avoid tax. But destroying nice enough brands that were doing steady business in the U.K.
This just contradicts the K effect article where supposedly she’s boosting UK economy/businesses.