Who would have thought that one of the brands most associated with Princess Kate would end up bankrupt?
I’m talking about Seraphine, the maternity wear brand that the Princess of Wales turned into a global phenomenon simply by wearing some of its dresses during her three pregnancies.
Seraphine, Kate Middleton’s maternity brand
It wasn’t paid advertising, or a campaign, or anything like that. Kate chose their designs because she liked them, and the effect was immediate.
Seraphine knew how to market itself as the brand that accompanied women through the most special transition of their lives: pregnancy.
Its message was clear: clothing designed in London that helped women feel beautiful, confident, and true to their personal style, even with a baby bump.
For years, they managed to position themselves as a global benchmark, and after investment funds came on board in 2017, the company embarked on an ambitious international expansion.
Success seemed assured, with online sales growing and a presence in key markets such as the US, Canada, and Australia.
But the story took a different turn. In 2020, the company was sold for £50 million, and although it continued to focus on digital, something broke in its business model.
The figures were no longer favorable, and on August 13, Seraphine Maternity filed for Chapter 7 bankruptcy in a Delaware court.
With limited assets and debts exceeding $1 million, the brand that dressed Kate stopped accepting orders.
Visiting its website today is a reality check. An official message states that the company ceased operations in July and is no longer processing orders.
Seraphine, once the Princess of Wales’ favorite maternity brand, went from palace glamour to the silence of bankruptcy.