A 2,000-square-foot space opened at Macy’s Herald Square Manhattan flagship over the weekend, while the other Seraphine shop is slated to launch at Macy’s South Coast Plaza in California at the beginning of October.
Other royals beyond the Duchess of Cambridge have also sought out the posh and polished brand for expectant mothers, including Sweden’s Crown Princess Victoria and Princesses Madeleine and Sofia, and the Hereditary Grand Duchess Stephanie of Luxembourg. Middleton’s sister Pippa Middleton, as well as crush of Hollywood celebrity moms, including Jenna Dewan, Jessica Alba, Anne Hathaway and Zoe Zaldana, are also fond of the London-based label.
The collection at the shop-in-shops include nursing tops, activewear, denim, and eveningwear, among other selections, with most maternity and post-maternity pieces priced under $100. The Macy’s shop-in-shops join the brand’s other flagship stores in London, Paris, New York, Hong Kong, Dubai and New Delhi. “These two new flagship stores will complement our existing New York stores and we are really excited about partnering with Macy’s on a roll out of shop in shops,” said founder Cecile Reinaud.
A Paris-born mother of two, Reinaud’s goal upon birthing the brand in 2002 was to “create fashionable clothes that women would want to wear even if they weren’t pregnant,” she wrote on the company’s website.
Seraphine was the recipient of The Queen’s Award for Enterprise: International Trade 2020 for the second consecutive win. According to The Queen’s Award, the awards are valid for five years, and recipients are able to fly The Queen’s Awards flag at their main office, an incorporate the emblem into marketing materials.
The Duchess of Cambridge first wore the brand during her first pregnancy with Prince George, and has continued to favor the label when carrying her second and third children, Princess Charlotte and Prince Louis. Revenue for the brand has reportedly grown from an estimated 5 million pounds ($6.4 million) to at least 31.1 million pounds ($40 million) this year.