// Seraphine’s new owner Mayfair Equity Partners is due to hire advisers to explore IPO
// The London stock listing could boost the maternitywear retailer’s profile and visibility
Seraphine owner Mayfair Equity Partners is reportedly set to draft in bankers to explore an IPO on the London Stock Exchange.
Mayfair, which bought the maternitywear retailer in December, is drawing up plans to deliver it to the stock market, Sky News reported.
The private equity firm is eyeing a listing in an effort to strengthen its profile and visibility.
READ MORE: Seraphine hires former Asos exec as CEO
Seraphine was likely to be valued in an IPO significantly higher than the £50 million price at which Mayfair acquired the company from its founder, Cecile Reynaud, and Bridgepoint Growth.
The retailer currently offers online sales in more than 120 countries and stores in cities including London, New York and Paris.
In 2019, Seraphine appointed the former director of Asos, David Williams, as the new chief executive.
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.