Maternity brand Seraphine warns of no-deal Brexit impact

By

Barbara Santamaria

Published
Aug 28, 2019

Seraphine, a British maternity brand favoured by the Duchess of Cambridge, has warned that a no-deal Brexit would put pressure on its international business.

The brand has seen several styles sell out after being worn by Kate Middleton, including the hot pink dress the Duchess wore for the first official portrait of Prince George.

In the year to March 2019, the maternity-wear specialist reported soaring sales and profits. This was despite the challenges facing UK fashion retail, which have claimed several victims over the past year.

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Turnover rose 25% to £22 million during the financial year, helped by growing demand in international markets, while Ebitda profits grew 35% to £3.2 million. 70% of Seraphine’s production is exported, with 40% going to mainland Europe.

But a no-deal Brexit could threaten the profitability of the brand’s international business as disruption to UK ports would affect its ability to export to the 40 countries it serves.

“A no-deal Brexit shows no consideration for growth businesses such as ours, successful exporters flying the flag across the world, who will be the first to suffer from border chaos and talent flight,” founder and chief executive Cecile Reinaud told Press Association.

“The Government is making up policy on the hoof. No-deal is the perfect way to ensure UK SMEs lose their global standing.”

Reinaud is also concerned about restrictions on freedom of movement, as the company’s workforce is made up of both UK and continental European nationals.

“Its multilingual and multicultural staff are a business benefit in expanding international markets and their departure would only benefit competitive EU brands,” the company said.