Séraphine set to open first US store

UK maternity label Séraphine is set to open its first US store in New York later this month, as the brand sets its sights on growth overseas. The 1,700 square foot store will be located in Soho, on 464 West Broadway and is set to open its door on November 20.

The move comes not long after the label landed its first US stockist, maternity retailer 'A Pea in The Pod', and is said to have been speared by the brand's new Finance Director, John Bailey, who has been helping guide Séraphine's internal and international growth.

“Séraphine has three stores in London and one in Paris and we plan to roll out ten stores stateside in the next four years,” said founder and designer Cécile Reinaud to Drapers. “Since our [e-commerce] launch in America two years ago, we have seen a lot of enthusiasm for our brand and fast sales growth on our online platform.”

“The location of our flagship store in SoHo will offer New Yorkers and international shoppers a unique retail environment to discover our whole range.”