Page 29 - RLI December 2019 - January 2020
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KENSINGTON STORE
London, UK
“We’ve had an amazing 12 months – as a multichannel
retailer we’ve seen exceptionally strong growth, especially
across our e-commerce channels which have grown 40 per
cent in the first half of this year,” explains David Williams, CEO
of Seraphine. “This growth has been driven by accelerating
our existing core markets and opening up in new ones, with
dedicated e-commerce websites for both Germany and
Australia launched in the period.”
As Williams mentions, the last year has seen the launch
of dedicated websites in two new markets, Germany, which
has been an incredible success, and more recently Australia,
which has also made a promising start. Meanwhile in terms
of physical stores, a new franchise partnership was entered
in India, with a new store opening in New Delhi back in April.
Looking ahead, the brand is set to continue its current
trajectory, adding stores and dedicated websites in markets
KENSINGTON STORE London, UK is a long list, Williams envisages launching one or two new
where opportunity for growth has been identified. While it
online stores in Western Europe and adds that there is
potential for a new physical store on the West Coast of the
US, while the Far East is also on its radar.
Taking a closer look at the business we ask Williams how “We’re a one stop shop for everything a
they maintain their position in the market, and how do they woman might need for her pregnancy, from
go about introducing new products? everyday essentials through to high-end
“Everything we produce is designed in-house in our
London studio. We have an exceptionally strong design evening wear and everything in-between”
team who are always pushing the boundaries when it comes
Feel Comfortable to innovation. Many members of the team are mothers
themselves, so they draw a lot on their own experience
when creating and implementing new products.”
Social media has always been a major strength of
and Confident Seraphine’s, and as their customers are incredibly socially
engaged, they have in the last 12 months honed their
expertise in creating highly relevant content and targeting
the right audiences.
Williams feels the aspect of social media is incredibly
important – explaining that there is a strong trend across
Maternity wear brand Seraphine was started in 2002 with a vision to revolutionise the retail and e-commerce generally of customer journeys
shifting from beginning with an internet search to beginning
sector and become the go-to brand for trendy mums-to-be. In this interview, RLI sits with checking social media – and that the company is well
down with company CEO David Williams to discuss how the name has grown over the positioned to take advantage of that.
“In terms of customer relationships, the maternity sector is
years and what the coming months have in store. an interesting niche to be operating in. Of course a woman is KENSINGTON STORE
only pregnant and nursing for a finite amount of time, so our
customer lifecycle is quite different to that of your average London, UK
fashion brand, but while she is pregnant we are hyper-
he Founder of Seraphine, Cécile Reinaud began Queen’s Award for Enterprise in the UK, in recognition of its relevant to her in a unique way,” says Williams.
the company because, as a mum of two, she outstanding achievements in international trade. The business offers an extensive collection which covers
still wanted comfortable and well-designed Whilst primarily an e-commerce business that operates all the fashion bases, allowing women the chance to stay true
T on-trend clothes. web ‘stores’ in seven countries, there are physical stores to their styles throughout their pregnancies and celebrate
Over the course of the last 17 years, the brand has made in strategically positioned locations, operating eight retail it. Customers return if they become pregnant again and are
its mark on the maternity wear industry, and now counts a stores across London, Leeds, Paris and New York, along with always happy to recommend them to friends and family.
long list of celebrity and royal fans, as well as winning the franchise partnerships in Dubai, Hong Kong and New Delhi. “Here at Seraphine, we offer affordable luxury fashion.
We’re a one stop shop for everything a woman might
need for her pregnancy, from everyday essentials through
to high-end evening wear and everything in-between,”
Williams explains.
The company’s ethos is that every woman deserves to
feel comfortable and confident in her clothes throughout
her pregnancy, and they provide an affordable option that
fits and flatters along with innovative solutions designed
to support a woman through every stage of her journey
into motherhood.
So what does Williams believe lies ahead and what is the
greatest challenge?
“As a lean thinking but fast-growing business, the challenge
lies in deciding which opportunity to pursue first. It can be
tempting to push outwards in all directions at once, but
strategic focus on one or two markets at a time is always the
most sensible and manageable way to grow,” he concludes.
ST SULpIcE STORE
paris, France
DECEMBER 2019 / JANUARY 2020 RETAIL & LEISURE INTERNATIONAL 29
