Leading British maternity wear brand Séraphine continues its rapid international expansion with the opening of a flagship store in Paris this September. Situated behind Boulevard Saint-Germain on Place Saint-Sulpice, the new store boasts over 1,500 square feet of retail space and a prime location, adjacent to the historical flagship store of Saint Laurent. The new site is part of the brand’s ongoing plans to further establish Séraphine as the European leader of maternity wear, with the new exclusive store set amongst some of the country’s most prestigious fashion brands such as Comptoir des Cotoniers and Zadig et Voltaire.
For Cécile Reinaud, the Séraphine founder and CEO, it was an important decision to open a store despite the ongoing uncertainty of Brexit negotiations which is deterring many companies from investing. She comments “I don’t think Brexit should change our expansion strategy and if anything the low pound is very attractive for exporting. Séraphine is achieving a 16 million annual turnover, with 9 million from just online sales”.
With stores now in the key shopping districts of London, New York, Dubai and Hong Kong, Cécile recognised that with an already established e-commerce presence and the support from many popular French celebrities a flagship store was the next logical step to offer Parisian women the unique shopping experience the brand offers.
The new store features a spectacular interior glass ceiling that gives it exquisite Parisian character and showcases the brands entire range of extensive collections, including the globally recognised ‘LUXE collection’ which was famously worn by the Duchess of Cambridge throughout both her pregnancies. Polished gold rails, decadent crystal chandeliers and exposed brick have been cleverly used to create a French boudoir tone that offers an intimate and relaxing shopping experience for expectant and new mothers.