Next has aquired the maternity brand Seraphine and its IP from its administration as it posts strong second quarter sales growth.

The acquisition comes as Next reported impressive Q2 results, with full price sales up 10.5% in the 13 weeks to July 26, significantly ahead of its guidance of 6.5% growth. The performance prompted Next to upgrade its full-year profit guidance by £25m to £1.105bn.

Next’s overperformance was driven by better than expected weather in the UK and what the company described as “trading disruption at a major competitor”, alongside stronger international sales growth as digital marketing proved more effective than anticipated.

International online sales surged 26.4% in Q2, prompting Next to upgrade its second-half guidance for this division from 13.1% to 19.4% growth. UK sales rose 7.8% despite what Next expects will be challenging conditions ahead due to the impact of national insurance changes on employment.

The retailer said it would remain cautious about the second half, forecasting UK sales growth to slow to just 1.9% as the effects of April’s national insurance changes filter through the economy and dampen consumer spending. 

The retailer told markets: “In the UK, we believe we exceeded expectations in Q2 as a result of better summer weather and trading disruption at a major competitor. We do not expect either of these factors to have a material effect in the second half, and so we are not increasing our guidance for UK sales in H2.

On the acquisition, Seraphine UK chief executive of Interpath and joint administrator Will Wright said: “We are pleased to have concluded this transaction which preserves the Seraphine brand, and wish the team at Next all the very best for the future.”

Seraphine, known for its premium maternity wear and flagship store in High Street Kensington, had gained major press for being worn by Princess Katherine during her three pregnancies. 

The BBC reported earlier this month that consultancy firm Interpath had confirmed that it had been appointed as administrator. It said that “fragile consumer confidence” had hit sales.  

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