Company Announcements

Director/PDMR Shareholding

Source: RNS
RNS Number : 1099D
Seraphine Group PLC
01 March 2022

1 March 2022

Seraphine Group plc

("Seraphine" or the "Company")

Notification and public disclosure of transaction by PDMR

Seraphine Group plc (LON: BUMP), the international digitally led maternity and nursing wear brand, announces that on 28 February 2022 an award over 307,750 ordinary shares of 1 pence each in the Company was granted to the Company's new Chief Financial Officer, Lee Williams.

The award comprises two distinct equal parts (part one and part two) each relating to 153,875 shares and each structured as a nil cost option. The parts shall ordinarily vest on 28 February 2023 in respect of part one and on 28 February 2024 in respect of part two, in each case subject to continued service.

The award was granted under a one-off share award arrangement reflecting terms agreed in connection with Mr Williams' recruitment relating to the buy-out of forfeited bonus from previous employment. To the extent the award vests it will be satisfied with existing shares sourced in the market. No newly issued shares shall be used in connection with the award.

The information set out below is provided in accordance with the requirements of Article 19(3) of the Market Abuse Regulation (EU) No 596/2014.


Details of the person discharging managerial responsibilities / person closely associated



Lee Williams



Reason for Notification



Chief Financial Officer



Initial notification/Amendment

Initial Announcement


Details of the issuer, emission allowance market participant, auction platform, auctioneer or auction monitor



Seraphine Group plc






Details of the transaction(s): section to be repeated for (i) each type of instrument; (ii) each type of transaction; (iii) each date; and (iv) each place where transactions have been conducted


Description of the financial instrument, type of instrument

Identification code

Ordinary Shares of 1 pence each in Seraphine Group plc




Nature of the transaction

Grant of nil cost option over ordinary shares under a one-off share award arrangement.

The option shall vest in equal parts on the first and second anniversary of grant respectively subject to continued service.



Price(s) and volume(s)












Aggregated information

-  Aggregated volume

-  Price


Not applicable - single transactions


Date of the transaction

28 February 2022


Place of the transaction

Outside a trading venue



For further information, please contact:


Seraphine Group plc

David N Williams, Chief Executive Officer


via FTI Consulting

FTI Consulting (PR adviser to Seraphine)

Alex Beagley

Rafaella de Freitas


+44 (0)20 3727 1000


About Seraphine

Seraphine is an international digitally-led maternity and nursing wear brand with a diverse range of innovative maternity and nursing products serving an under-competed 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 18 years' experience designing and developing maternity and nursing wear for women from first trimester to post-partum and nursing products.


The Group has achieved global brand recognition through its rapidly growing digital platform, which in the year to 4 April 2021, contributed to approximately 89% of revenue. 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.


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