{"id":219309,"date":"2022-11-08T10:50:27","date_gmt":"2022-11-08T10:50:27","guid":{"rendered":"https:\/\/www.theindustry.fashion\/?p=219309"},"modified":"2022-11-08T20:55:05","modified_gmt":"2022-11-08T20:55:05","slug":"seraphine-reveals-challenges-in-h1-results","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/seraphine-reveals-challenges-in-h1-results\/","title":{"rendered":"Seraphine reveals challenges in H1 results"},"content":{"rendered":"<p><strong>Maternity clothing brand <span style=\"color: #008080;\"><a style=\"color: #008080;\" href=\"https:\/\/www.theindustry.fashion\/the_directory\/seraphine\/\" target=\"_blank\" rel=\"noopener\">Seraphine<\/a><\/span> expects a decrease in product revenue\u00a0for the first-half ending 2 October 2022.\u00a0<\/strong><\/p>\n<p><!--more--><\/p>\n<p>The company anticipates product revenue to be <span class=\"ad\">\u00a319 million, compared to \u00a320.8 million in H1 2021. It also expects an adjusted EBITDA loss of \u00a31.5 million.<\/span><\/p>\n<p>Seraphine's performance was impacted by the \"continuing challenging retail trading environment and softer trading during the summer months, consistent with the broader retail sector\".<\/p>\n<p><span class=\"ah\">Own digital platform sales declined 9%<\/span><span class=\"ah\">, due to inflation in marketing costs and lower than planned spend.<\/span><\/p>\n<p><span class=\"ah\">Digital partner revenue was lower, as expected, as the business managed this channel with a focus on improved profitability.<\/span><\/p>\n<p>However, trading in its retail stores increased 20% year-on-year but remains behind <span class=\"ah\">pre-pandemic levels.\u00a0<\/span><\/p>\n<p><span class=\"aj\">Gross sales and basket sizes<\/span>\u00a0<span class=\"ah\">increased but as returns rates reverted to pre-pandemic levels, net sales were impacted. <\/span><span class=\"ah\">Despite this increase, the company said it was<\/span><span class=\"ah\"> not seeing returns rates across its markets exceed pre-pandemic levels. Seraphine believes this is due to its \"<\/span><span class=\"ah\">niche customer demographic, the needs-based nature of product and carefully balanced promotion and pricing\".<\/span><\/p>\n<p>Looking ahead, Seraphine expects volatility in trading to continue throughout FY23. It believes H2 will be an improvement on H1 as it starts to annualise against normalised returns rates and higher marketing costs, and take benefit from seasonally higher basket sizes and lower return rates.<\/p>\n<p class=\"ar\"><span class=\"aj\">David Williams, CEO of Seraphine,<\/span><span class=\"aw\">\u00a0<\/span><span class=\"ah\">said<\/span><span class=\"aj\">: <\/span><span class=\"aj\">\"Along with many retailers, the summer months were challenging for Seraphine. The continued pressure on marketing costs and weak consumer sentiment, coupled with our own strategic focus on improving margins to drive future profitability, have resulted in a decline in sales over the period.<\/span><\/p>\n<p class=\"ax\"><span class=\"aj\">\"An encouraging start to our AW season has been followed by more recent weaker trading. Our outlook is for the second half to be better than the first given the extremely weak summer period and softer forward comparatives, although we expect performance trends to remain highly volatile throughout.\"<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p> [&hellip;]<\/p>\n","protected":false},"author":100,"featured_media":197688,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[10488,10585,6],"tags":[9866,11222,35,11762],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Seraphine reveals challenges in H1 results - TheIndustry.fashion<\/title>\n<meta name=\"description\" content=\"Maternity clothing brand Seraphine expects a decrease in product revenue\u00a0for the first-half ending 2 October 2022.\u00a0\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.theindustry.fashion\/seraphine-reveals-challenges-in-h1-results\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Seraphine reveals challenges in H1 results - TheIndustry.fashion\" \/>\n<meta property=\"og:description\" content=\"Maternity clothing brand Seraphine expects a decrease in product revenue\u00a0for the first-half ending 2 October 2022.\u00a0\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.theindustry.fashion\/seraphine-reveals-challenges-in-h1-results\/\" \/>\n<meta property=\"og:site_name\" content=\"TheIndustry.fashion\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/theindustryfashion\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-11-08T10:50:27+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-11-08T20:55:05+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.theindustry.fashion\/wp-content\/uploads\/2022\/02\/Seraphine-trading-update.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Sophie Smith\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@theindustryfash\" \/>\n<meta name=\"twitter:site\" content=\"@theindustryfash\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sophie Smith\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.theindustry.fashion\/seraphine-reveals-challenges-in-h1-results\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.theindustry.fashion\/seraphine-reveals-challenges-in-h1-results\/\"},\"author\":{\"name\":\"Sophie Smith\",\"@id\":\"https:\/\/www.theindustry.fashion\/#\/schema\/person\/51e852c318a89ff85ed5343f5417e668\"},\"headline\":\"Seraphine reveals challenges in H1 results\",\"datePublished\":\"2022-11-08T10:50:27+00:00\",\"dateModified\":\"2022-11-08T20:55:05+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.theindustry.fashion\/seraphine-reveals-challenges-in-h1-results\/\"},\"wordCount\":315,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.theindustry.fashion\/#organization\"},\"keywords\":[\"Fashion\",\"Finance\",\"Retail\",\"Seraphine\"],\"articleSection\":{\"0\":\"Brands &amp; Designers\",\"1\":\"Finance\",\"3\":\"News &amp; Insight\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.theindustry.fashion\/seraphine-reveals-challenges-in-h1-results\/#respond\"]}],\"copyrightYear\":\"2022\",\"copyrightHolder\":{\"@id\":\"https:\/\/www.theindustry.fashion\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.theindustry.fashion\/seraphine-reveals-challenges-in-h1-results\/\",\"url\":\"https:\/\/www.theindustry.fashion\/seraphine-reveals-challenges-in-h1-results\/\",\"name\":\"Seraphine reveals challenges in H1 results - TheIndustry.fashion\",\"isPartOf\":{\"@id\":\"https:\/\/www.theindustry.fashion\/#website\"},\"datePublished\":\"2022-11-08T10:50:27+00:00\",\"dateModified\":\"2022-11-08T20:55:05+00:00\",\"description\":\"Maternity clothing brand Seraphine expects a decrease in product revenue\u00a0for the first-half ending 2 October 2022.\u00a0\",\"breadcrumb\":{\"@id\":\"https:\/\/www.theindustry.fashion\/seraphine-reveals-challenges-in-h1-results\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.theindustry.fashion\/seraphine-reveals-challenges-in-h1-results\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.theindustry.fashion\/seraphine-reveals-challenges-in-h1-results\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.theindustry.fashion\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Seraphine reveals challenges in H1 results\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.theindustry.fashion\/#website\",\"url\":\"https:\/\/www.theindustry.fashion\/\",\"name\":\"TheIndustry.fashion\",\"description\":\"Fashion news, insights, podcasts and events for professionals from across the fashion sector.\",\"publisher\":{\"@id\":\"https:\/\/www.theindustry.fashion\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.theindustry.fashion\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.theindustry.fashion\/#organization\",\"name\":\"TheIndustry.fashion\",\"url\":\"https:\/\/www.theindustry.fashion\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/www.theindustry.fashion\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.theindustry.fashion\/wp-content\/uploads\/2022\/06\/LOGO.png\",\"contentUrl\":\"https:\/\/www.theindustry.fashion\/wp-content\/uploads\/2022\/06\/LOGO.png\",\"width\":585,\"height\":217,\"caption\":\"TheIndustry.fashion\"},\"image\":{\"@id\":\"https:\/\/www.theindustry.fashion\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/theindustryfashion\/\",\"https:\/\/twitter.com\/theindustryfash\",\"https:\/\/www.instagram.com\/theindustryfashion\/\",\"https:\/\/www.linkedin.com\/company\/10970016\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.theindustry.fashion\/#\/schema\/person\/51e852c318a89ff85ed5343f5417e668\",\"name\":\"Sophie Smith\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/www.theindustry.fashion\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/c7ad170e02ea73e9fde090ec8bd1fbbe?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/c7ad170e02ea73e9fde090ec8bd1fbbe?s=96&d=mm&r=g\",\"caption\":\"Sophie Smith\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Seraphine reveals challenges in H1 results - TheIndustry.fashion","description":"Maternity clothing brand Seraphine expects a decrease in product revenue\u00a0for the first-half ending 2 October 2022.\u00a0","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.theindustry.fashion\/seraphine-reveals-challenges-in-h1-results\/","og_locale":"en_GB","og_type":"article","og_title":"Seraphine reveals challenges in H1 results - TheIndustry.fashion","og_description":"Maternity clothing brand Seraphine expects a decrease in product revenue\u00a0for the first-half ending 2 October 2022.\u00a0","og_url":"https:\/\/www.theindustry.fashion\/seraphine-reveals-challenges-in-h1-results\/","og_site_name":"TheIndustry.fashion","article_publisher":"https:\/\/www.facebook.com\/theindustryfashion\/","article_published_time":"2022-11-08T10:50:27+00:00","article_modified_time":"2022-11-08T20:55:05+00:00","og_image":[{"width":1920,"height":1080,"url":"https:\/\/www.theindustry.fashion\/wp-content\/uploads\/2022\/02\/Seraphine-trading-update.jpg","type":"image\/jpeg"}],"author":"Sophie Smith","twitter_card":"summary_large_image","twitter_creator":"@theindustryfash","twitter_site":"@theindustryfash","twitter_misc":{"Written by":"Sophie Smith","Estimated reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.theindustry.fashion\/seraphine-reveals-challenges-in-h1-results\/#article","isPartOf":{"@id":"https:\/\/www.theindustry.fashion\/seraphine-reveals-challenges-in-h1-results\/"},"author":{"name":"Sophie Smith","@id":"https:\/\/www.theindustry.fashion\/#\/schema\/person\/51e852c318a89ff85ed5343f5417e668"},"headline":"Seraphine reveals challenges in H1 results","datePublished":"2022-11-08T10:50:27+00:00","dateModified":"2022-11-08T20:55:05+00:00","mainEntityOfPage":{"@id":"https:\/\/www.theindustry.fashion\/seraphine-reveals-challenges-in-h1-results\/"},"wordCount":315,"commentCount":0,"publisher":{"@id":"https:\/\/www.theindustry.fashion\/#organization"},"keywords":["Fashion","Finance","Retail","Seraphine"],"articleSection":{"0":"Brands &amp; Designers","1":"Finance","3":"News &amp; Insight"},"inLanguage":"en-GB","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.theindustry.fashion\/seraphine-reveals-challenges-in-h1-results\/#respond"]}],"copyrightYear":"2022","copyrightHolder":{"@id":"https:\/\/www.theindustry.fashion\/#organization"}},{"@type":"WebPage","@id":"https:\/\/www.theindustry.fashion\/seraphine-reveals-challenges-in-h1-results\/","url":"https:\/\/www.theindustry.fashion\/seraphine-reveals-challenges-in-h1-results\/","name":"Seraphine reveals challenges in H1 results - TheIndustry.fashion","isPartOf":{"@id":"https:\/\/www.theindustry.fashion\/#website"},"datePublished":"2022-11-08T10:50:27+00:00","dateModified":"2022-11-08T20:55:05+00:00","description":"Maternity clothing brand Seraphine expects a decrease in product revenue\u00a0for the first-half ending 2 October 2022.\u00a0","breadcrumb":{"@id":"https:\/\/www.theindustry.fashion\/seraphine-reveals-challenges-in-h1-results\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.theindustry.fashion\/seraphine-reveals-challenges-in-h1-results\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.theindustry.fashion\/seraphine-reveals-challenges-in-h1-results\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.theindustry.fashion\/"},{"@type":"ListItem","position":2,"name":"Seraphine reveals challenges in H1 results"}]},{"@type":"WebSite","@id":"https:\/\/www.theindustry.fashion\/#website","url":"https:\/\/www.theindustry.fashion\/","name":"TheIndustry.fashion","description":"Fashion news, insights, podcasts and events for professionals from across the fashion sector.","publisher":{"@id":"https:\/\/www.theindustry.fashion\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.theindustry.fashion\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-GB"},{"@type":"Organization","@id":"https:\/\/www.theindustry.fashion\/#organization","name":"TheIndustry.fashion","url":"https:\/\/www.theindustry.fashion\/","logo":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.theindustry.fashion\/#\/schema\/logo\/image\/","url":"https:\/\/www.theindustry.fashion\/wp-content\/uploads\/2022\/06\/LOGO.png","contentUrl":"https:\/\/www.theindustry.fashion\/wp-content\/uploads\/2022\/06\/LOGO.png","width":585,"height":217,"caption":"TheIndustry.fashion"},"image":{"@id":"https:\/\/www.theindustry.fashion\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/theindustryfashion\/","https:\/\/twitter.com\/theindustryfash","https:\/\/www.instagram.com\/theindustryfashion\/","https:\/\/www.linkedin.com\/company\/10970016\/"]},{"@type":"Person","@id":"https:\/\/www.theindustry.fashion\/#\/schema\/person\/51e852c318a89ff85ed5343f5417e668","name":"Sophie Smith","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.theindustry.fashion\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/c7ad170e02ea73e9fde090ec8bd1fbbe?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/c7ad170e02ea73e9fde090ec8bd1fbbe?s=96&d=mm&r=g","caption":"Sophie Smith"}}]}},"_links":{"self":[{"href":"https:\/\/www.theindustry.fashion\/wp-json\/wp\/v2\/posts\/219309"}],"collection":[{"href":"https:\/\/www.theindustry.fashion\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.theindustry.fashion\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.theindustry.fashion\/wp-json\/wp\/v2\/users\/100"}],"replies":[{"embeddable":true,"href":"https:\/\/www.theindustry.fashion\/wp-json\/wp\/v2\/comments?post=219309"}],"version-history":[{"count":10,"href":"https:\/\/www.theindustry.fashion\/wp-json\/wp\/v2\/posts\/219309\/revisions"}],"predecessor-version":[{"id":219322,"href":"https:\/\/www.theindustry.fashion\/wp-json\/wp\/v2\/posts\/219309\/revisions\/219322"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.theindustry.fashion\/wp-json\/wp\/v2\/media\/197688"}],"wp:attachment":[{"href":"https:\/\/www.theindustry.fashion\/wp-json\/wp\/v2\/media?parent=219309"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.theindustry.fashion\/wp-json\/wp\/v2\/categories?post=219309"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.theindustry.fashion\/wp-json\/wp\/v2\/tags?post=219309"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}