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Published
Sep 27, 2019
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Seraphine names former Asos director as new CEO

Published
Sep 27, 2019

Maternity fashion brand Seraphine has promoted David Williams to the role of chief executive officer after seeing strong growth in the first half of the year.


David Williams takes over from brand founderCécile Reinaud - Photo: Courtesy of Seraphine


Williams, a former Asos director, first joined Seraphine as chief operating officer in September 2017.

He will take over as CEO from Cécile Reinaud, who founded the London-based maternity fashion label in 2002. 

Worn by everyone from the Duchess of Cambridge to the Swedish princesses, Seraphine is riding the maternity fashion wave with annual turnover rising above £22 million in the year to 31 March 2019.

Sales continued to grow in the first half of the new financial year, up 30% on the same period in 2018.

“It’s an honour to take over the reins of Seraphine from Cécile who has been an inspiration to us all. Our business is now an extremely slick operation – from design through to production and fulfilment, always with the customer at the centre. Our growth continues to accelerate, particularly ecommerce which has grown over 40% in the first half of this year,” said new CEO David Williams.

He was previously digital experience and customer intelligence director at Asos and his CV combines 7 years of experience in PLCs with 10 years in high growth, VC backed businesses. He has ambitious plans to continue Seraphine’s successful international expansion.

“We have a brand and product that is highly relevant to our target customer and a proven ability to launch new markets quickly and efficiently, using digital marketing to drive high growth at low risk through a combination of expert targeting and fantastic content. Whether it be driving further growth in existing markets or launching into new ones, we’re just getting started,” he continued.

Reinaud commented: “I am delighted to be handing over to David who has led the Seraphine team to grow at a fast pace whilst continuing to deliver great profits for our shareholders. David has overseen the opening of new international markets and has strengthened our ecommerce business significantly, making Seraphine the most well-known maternity brand internationally.”

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