Samantha Cameron to wind down fashion label Cefinn after eight years

Samantha Cameron is winding down her fashion label Cefinn after eight years, she said on social media, blaming rising costs and "international trading restrictions" that have harmed the business.

Lady Cameron said the decision had not been taken lightly and came despite recent strong trading figures. Cefinn will keep its online shop and its London stores on Elizabeth Street and the King's Road open "over the coming months" to sell remaining stock. The company said its upcoming winter collection, due in late September, will be its last offering.

Cefinn, which specialises in higher-end women's office and casual wear, launched in 2017. The label's pricing has put it at the upper end of the mainstream market, with trousers typically selling for £150 to £250 and floral dresses around £300. The brand name is thought to be derived from the first and last letters of the Cameron surname with the initials of the couple's four children in between.

In a statement, the fashion firm said it had found it increasingly difficult "for a small company navigating the turbulence in the fashion wholesale sector, ongoing cost pressures and international trading restrictions." It cited a challenging wholesale environment and higher operating costs as key pressures on profitability.

The difficulties at Cefinn mirror strains across the UK retail sector. Retailers have pointed to rising staff wages, higher rates of National Insurance and shifting shopping habits as factors squeezing margins. Last month, River Island secured court approval to close 33 stores nationwide under a company restructuring, and accessories chain Claire's collapsed into administration, placing about 2,150 jobs at risk.

Industry analysts have also highlighted supply-chain issues that have pushed up costs for smaller fashion companies. Many suppliers are based in Asia, and some businesses have reported increased expenses tied to tariffs and higher transportation costs across borders.

Cefinn's announcement follows a period of wider instability in fashion wholesale and retail markets. Smaller labels and independent brands have been particularly exposed to swings in consumer demand and the fixed costs of production and distribution. The company did not disclose whether staff redundancies would follow the winding down of trading.

Lady Cameron, the wife of former prime minister David Cameron, has been closely associated with the brand since its founding. Cefinn will continue to sell through its remaining outlets and online while it liquidates stock and concludes operations over the coming months.