The London Private Equity and Public M&A teams are advising Mayfair Equity Partners ("Mayfair") on its agreement to acquire the remaining shares of maternity wear and nursing products brand Seraphine Group plc ("Seraphine") that it does not own in a "take private" deal that would see Seraphine delist from the London Stock Exchange ("LSE").
Mayfair, which already owns 43% of Seraphine's shares, was founded in London in 2014 and is a leading tech and consumer growth investor. The firm has more than GBP 1 billion assets under management and invests in high growth companies. Mayfair backed the management buyout of Seraphine in December 2020 and remained a minority shareholder after the company was admitted to the main market of the LSE in July 2021.
Established in the UK in 2002, Seraphine has grown to become a leading global brand, shipping to over 127 countries around the world with over 70% of sales generated outside of the UK. The company's success has been driven by sustained product innovation and best-in-class digital marketing capabilities. Seraphine's range is renowned for its thoughtful styling, fit and functionality that is designed to support the journey through pregnancy, nursing and post-partum, with clothing sold at a premium but attainable price point.
The Goodwin team was led by partners Andrew Davis, James Grimwood and Ariel White-Tsimikalis, with assistance from associate Estelle Candau.
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