The information contained within this announcement is deemed to constitute inside information as stipulated under retained EU law version of the Market Abuse Regulations (EU No. 596/2014) (the "UK MAR"), which is part of UK law by virtue of the European Union (withdrawal) Act 2018. The information is disclosed in accordance with the Company's obligations under Article 17 of the UK MAR. Upon the publication of this announcement, this inside information is now considered to be in the public domain.

22 December 2021

Seraphine Group plc

("Seraphine" or the "Company")

Directorate Change
Appointment of Chief Financial Officer

Seraphine Group plc (LON: BUMP), the international digitally led maternity and nursing wear brand, is pleased to announce the appointment of Lee Williams as Chief Financial Officer of the Group and an Executive Director of the Company. He will join the Company in the first half of 2022.

Lee joins the Group from French Connection Group, where he is currently CFO & Company Secretary. Prior to French Connection, he was Group Director of Finance at ASOS between December 2014 and April 2016 including nine months as Interim CFO. After gaining his ACMA qualification, Lee has held a number of financial and management consultancy roles in the retail sector.

Furthermore, the Company confirms that John Bailey has announced he is to step down as Finance Director of the Group to pursue other opportunities. John Bailey will remain with Seraphine for a sufficient time so as to ensure a smooth transition of the finance function to Lee Williams after he joins the business. 

Commenting on today's announcement, David Williams, CEO of Seraphine, said:

"On behalf of the company, I am delighted to welcome Lee to the team. Lee is a strong commercial and strategic CFO with experience in both growth and established businesses and recent listed business experience. I look forward to working with him and the executive leadership team as we continue to deliver the next phase of Seraphine's growth strategy.

"I would also like to take this opportunity to thank John Bailey for his significant contribution to the business over the last eight years. Under his tenure as Finance Director, John's work has been integral to the business, particularly as we moved from private to public ownership. I know he is proud of what he has helped to achieve, and we are all immensely grateful to him for his invaluable contribution to our growth story."

                 ENDS

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Notes to Editors

Seraphine is an international, digitally led, affordable luxury maternity and nursing wear brand with a diverse range of innovative maternity and nursing products serving an under-competed, needs based, global market.

Seraphine was founded in 2002 with the vision of creating desirable clothes which women would want to wear even if they were not pregnant, and this ethos remains true to this day. The Group has over 19 years' experience designing and developing maternity and nursing wear for women, from first trimester to post-partum and nursing products. The Company's broad product offering is underpinned by Seraphine's core "Continuity" range, which comprises timeless staple pieces which are repeated year-after-year for the relevant seasons and accounts for approximately 70% of the product range.

The Group has achieved global brand recognition through its rapidly growing digital platform. The Group currently exports products to customers in over 120 countries globally, with the Group's largest markets being Europe, North America and the UK.

The person responsible for releasing this announcement is Fiona Walker, FTI Consulting.

Current Directorships held by Lee Williams:

1.     French Connection Group Ltd (previously French Connection Group plc)

2.     ITIM Group plc (Non-Executive Director)

The Company confirms there is no further information to be disclosed pursuant to LR 9.6.13