Seraphine, the stylish maternity line that’s won a steady fan following among celebrities and royalty alike, is looking to maintain its growth momentum via retail.
It’s the company’s high-profile clientele in Kate Middleton, Gwen Stefani and Alicia Keys — to name a few — that have helped build brand awareness and give the business steam in the U.S. Plans now call for 10 Seraphine stores to open in the U.S over the next three years in the company’s bid to grow U.S. sales to half of overall revenue over the next two years. Sales from the U.S. account for about a quarter of the firm’s total.
“We are looking into big, mega cities because that’s where we know there is a pool of pregnant women,” said founder and designer Cecile Reinaud. “Since we are a niche player, we need to have big cities….We are definitely looking at places like Chicago and also we’re looking at Connecticut.”
The company, which opened its first U.S. store late last year in SoHo, will open by early June its second New York store to be located on Madison Avenue. Seraphine’s first West Coast location is targeted for October, with the company eyeing the Beverly Center — a celebrity and tourist draw that also has easy parking for pregnant mothers, Reinaud said of the location.
Seraphine is sold at A Pea in the Pod and maternity boutiques. Most of its sales are generated via its own e-commerce business.
“We are happy with those [retail] partners and, really, we feel that they complement each other and we’re not looking to broaden that further and instead create our own stores in terms of building our own brand,” Reinaud said.
The company’s not stopping its U.K. retail buildout either. It has four stores there and looks to open another five over the next three years. It’s also eyeing growth in the Middle East via franchise agreements.
Sales for the 12 months through March 16 totaled $17 million, up 40 percent from the year-ago period. The company projects $24 million in sales in the current fiscal year.