The Duchess of Cambridge’s endorsement of Seraphine’s maternity dresses has given the company a big boost in the US
Upmarket maternity label Seraphine, whose dresses were worn by the Duchess of Cambridge during both of her pregnancies, is stepping up its presence in the US and the Middle East to take advantage of rising demand for its clothes.
Kensington-based Seraphine will open three new stores in the US next year, on top of the two it already has in New York. The brand will also open its first franchise store in Dubai in February, and is currently exploring plans to launch in mainland China.
“Dressing the Duchess of Cambridge has played a big role in making the brand more of a household name in America. Seeing the Duchess looking so elegant during her pregnancies has led other women to put more effort into their maternity wardrobes” said founder Cecile Reinaud.
Seraphine, founded in 2002, sells online in 30 different countries as well as across nine stores. Four of these are in the UK, two are in New York, and one in both Paris and Hong Kong. Some 60pc of Seraphine’s sales come from overseas and turnover is expected to rise from £14m last year to £20m in 2016.
Seraphine has also dressed various members of European royalty including Princesses Victoria and Madeleine of Sweden.
The “Kate Middleton effect” has been widely credited with boosting sales for designers fortunate enough to have had their creations showcased by the Duchess of Cambridge.
When the Duchess chose Seraphine’s fuchsia Jolene dress for her first official family portrait with the Duke of Cambridge and Prince George two years ago, the £46 dress sold out within two hours of the photo’s publication and led to a four-week waiting list.
Seraphine has carved a niche in maternity fashion but has recently branched into children’s clothing with the launch of a baby range inspired by Princess Diana.
Photo: MICHAEL MIDDLETON/ PA / The Telegraph