Profit Track 100

This maternity and nursing brand has been spotted on royalty and celebrities, including The Duchess of Cambridge, Mila Kunis and Anne Hathaway. Led by chief executive David Williams, 42, creative director Chelsey Oliver, 34, and finance director John Bailey, 57, Seraphine sells to 127 countries and generates more than 70% of revenue outside the UK. It has eight ecommerce sites serving the UK, US, Europe and Australia, alongside digital partnerships with brands such as Zalando, and eight retail stores in the UK, US and France. Ebitda profits doubled in two years, reaching an annualised £4.5m to April 2020. New owner Mayfair Equity Partners, which acquired the business from Bridgepoint in a £50m deal in December, is supporting the company’s continued investment in ecommerce, marketing and product innovation to drive growth.

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Company details
ActivityMaternity clothing retailer
LocationCentral London
Profits £000†#4,514
Sales £000†27,523

If applicable:

# ebitda * supplied by company † annualised figure