Seraphine announces LA store opening off Rodeo Drive

British maternity brand Seraphine is to open its first Los Angeles store in late April, bringing its total US store count to three locations.

The company has eight physical stores globally with five spread across London and Paris. But it also has concessions in selected Macy’s stores in the US.

The move to target the West Coast of the US with its mix of premium maternitywear and styling advice sees it setting foot in the heart of ‘celebrity central’, which makes sense given its enthusiastic following among big-name mothers-to-be. They’ve included the Duchess of Cambridge, Kate Hudson, Jessica Alba, and Kate Winslet.

And the company said that despite this being its eighth location overall, the LA boutique “is the most pregnancy-parent-friendly yet, boasting a soft, bright, and welcoming setting with a bathroom and nursing corner providing a calm space for mothers to feed their babies in both comfort and privacy”. 

The store is located at 9619 Brighton Way, Beverly Hills, CA 90210, just off the Rodeo Drive luxury enclave. 

In partnership with Leap, a platform enabling brands to deploy stores in collaboration with e-commerce, Seraphine said it “has fused luxury with comfort to curate an upscale yet warm and homey in-store experience, featuring a private dressing area for intimate shopping and VIP dressing”.

The store will also serve as a platform for in-store events and “immersive experiences, providing both mothers as well as mothers-to-be with a community of support”. 

It will be open from Monday-Saturday, 11am-7pm and Sunday from 12pm-6pm.

Despite its physical stores being in only three countries, Seraphine currently ships to 127 countries.

A year ago, its time as a stock exchange-listed company’s majority owner, Mayfair Equity Partners, taking it private.