London-based Seraphine, a maternity wear brand, was started in 2002 by Cécile Reinaud. The brand was launched in India by Rajat Kapoor and the franchise has been in this business for about three years.
It is the one-stop solution for pregnant women. The brand boasts of easy-to-wear asymmetrical dresses, ruffled dresses, maternity jeans, lingerie, gowns, dresses, tops and much more. It offers everything from everyday essentials to show-stopping evening wear.
In an interaction with Indian Retailer, Kapoor shares the success story of the brand.
What is the secret behind being the No 1 maternity brand since the last 18 years?
Our design, comfort, and quality play a role in the clothing's excellence. When women get pregnant, they buy one size bigger and compromise on the design and fit. Pregnancy is the thing when women shouldn't think about any compromise. So, we decided to make women feel great and make their journey happy. We make sure about the pregnant ladies' comfort, which is very delicate during that time. Women go through a lot of changes at that time and they shouldn't compromise on fashion and comfort, and we are all about that.
Are you witnessing any specific consumer trend in the Indian market?
Indian women, when they get pregnant, usually do not look into their style and fashion sense, however, the trend is changing. We provide a much more comfortable outfit for their beautiful moment of motherhood. The way it is designed, it is more suitable for pregnant women. In India, the mentality is changing, and women are also getting fashionable. It differentiates the Indian market from the global market.
What is your branding strategy in India?
We are present in multiple channels offline as well as online. We are present only in one store located at Select CityWalk, Saket, New Delhi. The products are also available online through our website. Today, Seraphine has a global reach. It’s flagship stores are present in London, Paris, New York, LA, Dubai and Hong Kong. We have tied up with hospitals also, which has specialization in maternity. At present, we also have a presence across all social media platforms.
How did the idea of franchising strike you?
Considering the demands of India's products, there are lots of companies providing clothing, and still, there is a category that is unexplored yet. There is potential for maternity wear in India, and we got the idea of selling maternity wear in India.