""an urban uniform for busy women""
""turbulence in the fashion wholesale sector, ongoing cost pressures and international trading restrictions""
""I have found it increasingly difficult to be certain that Cefinn can achieve the level of growth needed to reach a stable and profitable position.""
""recently strong trading figures""
Cefinn launched in 2017 as "an urban uniform for busy women" and never turned a profit, producing around 30 collections and expanding into casualwear during the pandemic. The brand faced wholesale upheaval, fragile consumer confidence, post‑Brexit tariffs and the collapse of key stockist Matches, which forced a pivot towards direct-to-consumer sales. Sales fell 5% to £4.2m in the year to October and pre-tax losses narrowed only slightly to £354,000. Samantha Cameron described closing the business as a very hard decision despite recently strong trading figures, citing wholesale turbulence, cost pressures and international trading restrictions. Two London stores will close before spring and 24 employees will receive redundancy packages.
Read at Business Matters
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