Ex-PM’s wife Samantha Cameron’s posh label Cefinn struggling with poor trade as Selfridges store sells just FOUR items in two days
Fledgling fashionista launched Cefinn in a blaze of publicity earlier this year but two months on sales appear slow
THE designer clothes label launched by Samantha Cameron is struggling to sell, a Sun survey suggests.
The ex-PM’s wife, 46, launched Cefinn in a blaze of publicity earlier this year.
She won concession deals with Selfridges and Net-a-Porter. But two months on sales appear slow.
The Sun monitored trade at its prime location in London’s Selfridges for two days. By yesterday we had seen just a few shoppers browsing the range.
And we saw just four items sold — including trousers for £190, a £240 dress and £190 top.
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Nearby concessions such as Mac, Topshop and Reiss appeared to be making swift sales.
Elsewhere in Selfridges staff were unaware that Sam Cam’s clothes were even available there.
Cefinn also appears to be struggling online — with most products still available in all sizes weeks after going on sale, and few selling out.
A £110 sleeveless, funnel-neck blouse had sold out in sizes 6, 12 and 14. But most sizes in cheaper pieces were still available. Some writers criticised the range at its launch for being overpriced and featuring simple designs and neutral colours.
Cefinn is derived from her kids’ names — Elwen, Florence, Nancy and tragic Ivan, who died aged six.
The brand is trying to combat slow sales by asking for stockists to offer wholesale opportunities on its website.
A Cefinn spokeswoman said: “We’re very pleased with sales at Selfridges. They have topped up on the spring-summer collection, increasing their original buy by 30 per cent.”