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British maternity label Seraphine to tap on Chinese expected baby boom

By Angela Gonzalez-Rodriguez

7 May 2017


Expected baby boom in China after the country’s government lifted the one child policy is promising to be a boon for British maternity retailer Seraphine.

In an interview with the Press Association, Cecile Reinaud, CEO and founder of the brand, said her company is now in advanced talks with a regional partner that would help launch its clothing line in the Asian giant.

"We are in advanced discussions so it's looking very promising," she said, adding that "That market, obviously, is changing very fast. But they key thing is that the second child policy has been passed since January, so people are really expecting a baby boom. So that works well for our industry."

Seraphine in “advanced talks” to take on the Chinese market

The maternity fashion line – a favourite amongst the likes of the Duchess of Cambridge, Anne Hathaway and Angelina Jolie - exports almost 70 percent of its goods to about 100 counties outside of the UK, with the U.S. accounting for around 35 percent of its revenue, and Europe making up around a third, according to the ‘Belfast Telegraph’.

Profit last grew from 1.5 million pounds to 2 million pounds last year while sales jumped 11 percent to 15.5 million pounds.

As unveiled in a recent call with press, Seraphine is now targeting a further 30 percent jump in sales for 2017 to 20 million pounds, in light of its international expansion plan and an "aggressive" marketing programme in the US.

Talking on the potential effects of Brexit on the company’s international plans, Reinaud explained that "When we trade in America, prices are a bit higher to compensate for the fact that we are paying duty on sending products to the US .... and of course it would probably mean focusing more effort in new territories other than in Europe."

Photo:Seraphine Web