The Seraphine maternity brand favoured by the Princess of Wales has been saved by Next.
The firm, whose dresses and other clothes were worn by Kate during her pregnancies, crashed into administration this month with the loss of 95 jobs after failing to find a buyer.
Next has bought the brand and intellectual property for £600,000 in a deal that will see Seraphine founder Cecile Reinaud brought back as an adviser.
Reinaud set up the firm in 2002, but sold it for £50million to private equity group Mayfair in December 2020.
Following its collapse this month, she said she was ‘heartbroken’ and accused its owners of ‘wiping out in four years, the work of 20 years’.
Reinaud said: ‘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.’
Rescue: Next has bought the brand and intellectual property for £600,000 in a deal that will see founder Cecile Reinaud (pictured) brought back as an advisor
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