Next has acquired the branding and intellectual property of maternity group Seraphine, which fell into administration at the start of the month.
The retail giant paid £600,000 for the assets and said it plans to refocus the business on what it does best, “creating stylish, practical solutions for new and expecting mums around the world”.
Seraphine, whose clothes were worn by Catherine, Princess of Wales, appointed administrators from Interpath Advisory on 7 July after failing to secure new investment.
It followed a period of difficult trading for the retailer, as weak consumer confidence weighed on sales.
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Seraphine’s founder Cécile Reinaud will remain with the brand in an advisory capacity under its new owner Next.
Commenting on the deal, Reinaud said: “I’m very happy to see Seraphine find a new home with Next, a British brand with so much heritage and customer trust that resonates with millions of women and families.
“This new ownership feels like a good fit and I believe Seraphine will thrive again. I’m excited to be part of this new chapter, helping to restore the brand’s unique positioning that pregnant women love.”
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