The founder of one of the Princess of Wales’ favourite maternity fashion brands said she is ‘heartbroken’ over its collapse.
Cecile Reinaud, who founded Seraphine in 2002, bemoaned that 20 years’ of work were wiped out after the retailer collapsed into administration this week.
Some 95 jobs were lost when the label appointed administrators from Interpath Advisory, after its new owners failed to find a buyer to save its staff and London flagship shop.
The business was bought by private equity outfit Mayfair for £50million in 2023.
In May, Reinaud accused it of losing its way with a rebrand that ditched its ‘regal purple’ for what she described as a ‘Scandinavian’ look.
The brand gained global attention when the then Duchess of Cambridge wore its pieces throughout her three pregnancies, including in the first official pictures of Prince George in 2013.
Collapse: Cecile Reinaud, who founded Seraphine in 2002, said its owners were ‘wiping out in four years the work of 20 years’
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