Samantha Cameron’s £450-a-dress vogue label Cefinn loses 5% complete gross sales after wholesale distributor collapses – however new store boosts gross sales
Samantha Cameron’s fashion label lost 5% of its total sales after a wholesale distributor collapsed – but looks set to offset it with a switch to direct selling and high street stores.
Mrs Cameron launched Cefinn in 2017, selling floral dresses and smart trouser suits for up to £500.
While it started predominantly as a workwear brand it recently broadened to sell more casual clothing.
The designs are favoured by the Queen, the Duchess of Edinburgh and Zara Tindall but the collapse of distribution outlet Matches Fashion and difficulties with Net-A-Porter created challenges.
It meant it had to pivot to a direct-to-consumer approach through the website and shops, with D2C sales increasing by 28% to £3.6million.
And in a surprising boost, given many other brands are closing stores, her new Elizabeth Street shop is expected to report £500,000 of purchases.
A source told MailOnline: ‘The success of the physical shop has certainly bucked the trend and is great news for business.’
Cefinn’s customer base has also increased by 29 per cent over the course of the year which has continued into the present financial year.
Samantha Cameron – pictured in 2018 – launched the brand in 2017 and now sells direct-to-consumer through its own website and shops
Lord Cameron’s fashion designer wife has seen a 5% sales loss as she ditched wholesale distribution. Samantha and David are pictured together in June 2023 in Ascot
Cefinn’s dresses retail for up to £500. Pictured: The Ayla Silk Midi Dress is listed on the website for £450
Losses before tax decreased slightly from £357,000 to £354,000 during the period, which the label said ‘reflects the nature of an evolving, contemporary fashion business which has had to change its strategy mid-year through no fault of its own’, the Times reported.
The collapse of Matches Fashion last year and the struggles of Net-a-Porter, along with the broader luxury e-commerce sector, have created a ripple effect, impacting independent fashion businesses.
Many other brands are now prioritising direct-to-consumer sales as a result.
Lady Cameron made headlines in recent years for refusing to make her clothes in Britain.
In an apparent snub to Britain’s garment makers, her clothes are produced in factories in China, India and Portugal.
She first upset UK manufacturers five years ago, saying it’s hard to find high-quality factories here.
She also provoked a second backlash in a recent interview, saying she produces where the fabric comes from for sustainability reasons.
Lady Cameron made headlines in 2024 for refusing to make her clothes in Britain. She is pictured here in 2019
Cefinn recently opened two shops, including a permanent store on Elizabeth Street in Belgravia and a pop-up on Kings Road in Chelsea.
The company is reportedly in negotiations about opening another permanent store.
Cefinn has been approached for comment.
This article has been revised from an earlier version which erroneously stated that Cefinn had made a loss of £4.2m. We are happy to clarify that this figure is the total revenue, which was down 5% year-on-year.
