Samantha Cameron, the wife of former UK Prime Minister David Cameron, has announced the closure of her fashion label, Cefinn, after eight years of operation. In a statement shared on social media, Cameron indicated that the decision was influenced by rising costs and “international trading restrictions,” which have affected the business.
Despite recently reporting strong trading figures, Cameron stated, “This was not a decision I have taken lightly.” The brand, which specializes in higher-end women’s clothing, will keep its online shop and its physical stores on Elizabeth Street and King’s Road in London open over the coming months to sell off remaining inventory. Cefinn’s final collection, set to debut in late September, will mark the end of its offerings.
Cefinn’s pricing ranges from £150 to £250 for trousers and around £300 for floral dresses. The name “Cefinn” is understood to be derived from the initials of the Cameron family’s last name and their four children’s names.
The pressure on small companies like Cefinn has been described as increasing due to challenges within the fashion wholesale sector, ongoing cost pressures, and limitations in international trading. Many retailers in the UK have reported struggles with rising operational costs, including staff wages and National Insurance rates, coupled with shifting consumer shopping habits.
The struggles faced by Cefinn are reflected in the wider retail landscape. Recently, River Island received approval from the High Court to close 33 UK stores as part of its restructuring plans. Additionally, accessory chain Claire’s has entered administration, putting approximately 2,150 jobs at risk. Experts have noted that many suppliers for various brands are located in Asia, leading to challenges with tariffs and transportation costs.
Source: https://www.bbc.com/news/articles/cj4y8vzxdwvo?at_medium=RSS&at_campaign=rss