Maternity brand Seraphine is likely to be acquired by Frasers Group or Next under what could be a “hard buy,” according to retail industry execs.

The retailer, which collapsed into administration last week, saw Frasers Group and Next being predicted as the top contenders to acquire the business out of administration, Drapers reported. 

Speaking to the publication, one ex fashion retail CEO said that a purchase was likely to be within the “low single-digit millions” with demand for maternity wear shrinking amid weak consumer confidence and falling birth rates.

They added: “Next is likely to get a good deal on Seraphine, but it won’t be interested in buying the entire business – just the IP [intellectual property]. And it would limit it to online only [on the Next platform].”

Another supermarket fashion exec told Drapers that the business’s higher prices could mean it “fit right in” with Frasers Group’s brand portfolio.

“It’s going to be a hard buy. It’s a niche sector and birth rates are falling, but there will always be demand for maternitywear,” they noted.

Seraphine is reportedly being circled by further US private equity firms, according to one retail industry veteran.

Frasers Group, Next and Interpath Advisory have been contacted for comment on the matter.

Seraphine fell into administration on 8 July, leading to the redundancy of the majority of its 95 staff members.

The fashion brand appointed administrators from Interpath Advisory on 7 July after failing to secure new investment, with the move following a period of trading difficulties for the retailer, aggravated by weak consumer confidence.

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