Seraphine hires former Asos exec as CEO

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Seraphine CEO Asos David Williams Cécile Reinaud Bridgepoint Capital
David Williams will be replacing Cécile Reinaud, who founded Seraphine in 2003
// Seraphine hires new CEO to replace founder Cécile Reinaud
// David Williams first joined the maternity fashion retailer in 2017 as COO
// Williams began his career at Asos in 2010 where he served as operations manager

Seraphine has appointed the former director of Asos, David Williams, as the new chief executive.

Williams will be replacing Cécile Reinaud, who founded Seraphine in 2003.

Williams first joined the maternity fashion retailer in 2017 as chief operating officer, where he oversaw the growth of the brand with an annual turnover of over £22 million at March 31.

The retailer announced a further growth rate of 30 per cent for the first half of the new financial year, despite the high street crisis.


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Williams began his career at Asos in 2010 where he served as operations manager before being promoted to digital experience director in 2015 after a variety of different roles within the fashion ecommerce.

In his new role at Serephine, Williams will report directly to the board which includes non-executive directors from Bridgepoint Capital, the private equity company that has held a majority shareholding since 2017.

Reinaud will continue at Seraphine as president, working with the board at a strategy level but stepping back from day to day execution.

“Our business is now an extremely slick operation – from design through to production and fulfilment, always with the customer at the centre,” Williams said.

“Our growth continues to accelerate, particularly ecommerce which has grown over 40 per cent in the first half of this year.”

Reinaud said: “David has overseen the opening of new international markets and has strengthened our ecommerce business significantly, making Seraphine the most well-known maternity brand internationally.”

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