- Kristopher Fraser
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Maternity wear brand Seraphine has promoted David Williams from chief
operating officer to chief executive officer. Williams, previously a
director at Asos, was instrumental in the company’s growth during the first
half of the year with a 30 percent increase in sales. He takes over for
Seraphine founder Cécile Reinaud.
“It’s an honor to take over the reins of Seraphine from Cécile who has been
an inspiration to us all,” said Williams in a statement. “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 percent in the
first half of this year.”
He added that, “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.”
In a statement, Reinaud said, “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.”
