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Seraphine, the London-based maternity brand that Kate Middleton has frequently worn through both of her pregnancies, has plans to grow its business in the US. According to Fortune, Seraphine's owner Cecile Reinaud is in the middle of opening her second store in New York City and plans to operate 10 stores in the US within the next three years.
Reinaud has also built out the brand to include a more expensive "Luxe" line and a collection of shoes called ShoeTherapy, which will be available in the US in early 2016. Seraphine is also sold through Nordstrom and A Pea in the Pod, which currently makes up 20% of the brand's overall sales.
"Celebrities have made being pregnant fashionable," Reinaud told Fortune, explaining how celebrity representation has helped the brand become successful so quickly. "They changed the perception that you are big and you should just hide."