Samantha Cameron’s fashion label, Cefinn, has reported a 5% decline in sales to £4.2 million in the year to October. The decline is attributed to a strategic decision to switch from wholesale distribution through platforms like Matches Fashion, which collapsed, and Net-A-Porter, which faced financial issues. As a result, Cefinn now sells directly to customers through its own website and shops, leading to a drop in overall revenue. While this shift aims to increase control and profitability, it has resulted in a temporary revenue decline.
