SamCam nets £1.2m of new backing after sales boom: Demand at Cefinn soared by 45% to £3.8m in year to end of October
Boost: Samantha Cameron wearing a Cefinn dress
Samantha Cameron has raised £1.2million to fund growth plans at her designer fashion label after demand surged.
Sales at Cefinn – worn by Sienna Miller in Netflix drama Anatomy Of A Scandal – soared by 45 per cent to £3.8million in the year to the end of October. Sources said demand had been ‘strong’ as people dressed up to attend events after the removal of Covid restrictions.
Spending at Cameron’s online shop, which accounts for about two thirds of company revenue, leapt by 69 per cent.
The business also trades through luxury marketplaces including Net-a-Porter, Matches and Trilogy. Her outfits are regularly worn by the Princess of Wales.
Losses mounted during the worst of the pandemic, however a rally is understood to have led to sales jumping by another 41 per cent last month.
The label is proving popular with overseas shoppers, helping to reduce losses by 32 per cent to £166,000 during the year-long period.
The wife of former Prime Minister David Cameron, Samantha launched her first fashion range in 2017. Businessman Lord Brownlow – a Tory donor – invested £2.5million in 2018. The source of the latest funding round is not known.
Cefinn has proved a hit with the fashion press and with wealthy customers. The £300 to £400 it charges for dresses and £200 for tops put the ranges out of reach of many buyers.
The company began as a workwear label, with a focus on tailoring and formal day dresses.
But it has more recently broadened its offer, producing more knitwear and outfits designed for wearing at special events which have been snapped up since social distancing rules were abandoned.