LONDON, UK: Seraphine Group plc, a newly incorporated company to be inserted as the ultimate holding company of the Group is considering an initial public offering.

The Group is considering applying for the admission of the shares to the premium listing segment of the Official List of the FCA and to trading on the London Stock Exchange‘s main market for listed securities.

Seraphine is targeting a free float of at least 25% of the Company’s issued share capital immediately following Admission.

Seraphine, an international digitally-led maternity and nursing wear brand, announced the intended publication of a registration document by its holding company, Kensington Topco Limited which has been submitted for approval to the FCA.

David N Williams, CEO of Seraphine, said: “Today marks a truly exciting moment for Seraphine as we embark on the next stage of our growth journey. The announcement of our expected intention to float reflects the hard work and dedication of the team and the strength of our brand. Since our origins in 2002, we have grown significantly and expanded in to over 120 countries all over the world. An IPO gives us the momentum to grow both our own digital platform and increase our customer reach by expanding our digital partnerships while building on existing strong fundamentals.

“We would not be at this exciting next phase without the support of the people behind Seraphine so above all I would like to thank the Seraphine team for their continued hard work and dedication which has enabled Seraphine to transform and remain a leader over the years. It is also important to thank the Group’s founder, Cécile Reinaud, as without her determination and hard work, we would not be announcing this milestone today. We have a very exciting future ahead of us both as a listed company and also as we continue to build and expand the Seraphine brand. We are looking forward to our future as a plc and the opportunities this will bring for everyone involved with Seraphine.”

Sharon Flood, Chair of Seraphine, said: “Over the past 18 years Seraphine has supported its customers worldwide through the journey of motherhood with designs that empower women to feel confident in their changing bodies.

“The announcement today represents an exciting opportunity to further Seraphine’s reach and continue to grow its presence and product offer in the highly resilient and under-competed maternity and nursing wear market, led by a seasoned retail and e-commerce executive team.

“The strength and sector knowledge of the CEO, Finance Director and Creative & Brand Director is evidenced by Seraphine’s successful strategy to date. The Group has expanded into new markets and sustained growth in mature markets, driven by a highly effective customer acquisition strategy, and underpinned by a portfolio of technically innovative products designed by an in-house team of experts (many of which are mothers) who draw from their own experience to deliver the best products for mothers and mothers-to-be.

“I am excited to be a part of this next stage of growth and look forward to supporting the senior management team as they embark on listed life.”

Bertie Aykroyd, Partner of Mayfair Equity Partners, said: “Seraphine has an exceptional premium brand, and we believe a public market listing will help to both amplify the brand and to reach new audiences. An IPO was part of our original investment thesis as we recognised that the Group’s growth plans could benefit from undertaking an IPO with the additional profile and brand visibility such a process could bring, especially in markets such as the UK and the US. We are delighted to be backing David and his leadership team, who are on an exciting growth journey that we are proud to be a part of. We look forward to continuing our partnership with management and supporting Seraphine’s international growth agenda.”