SamCam scores £1.2million in new support after sales boom

Boost: Samantha Cameron wears dress Cefinn

Samantha Cameron has raised £1.2million to fund growth plans at her designer fashion label after a sharp surge in demand.

Sales at Cefinn – worn by Sienna Miller on Netflix drama Anatomy Of A Scandal – rose 45 per cent to £3.8million by the end of October. Sources said demand had been “strong” as people dressed up to attend events following the lifting of Covid restrictions.

Spend on Cameron’s online store, which accounts for about two-thirds of the company’s revenue, increased 69 percent.

The company also trades through luxury marketplaces like Net-a-Porter, Matches, and Trilogy. Her outfits are regularly worn by the Princess of Wales.

Losses mounted during the worst of the pandemic, but a rally is understood to have caused sales to jump another 41 percent over the past month.

The label is proving popular with overseas buyers, helping to cut losses by 32 per cent to £166,000 over the year.

The wife of former Prime Minister David Cameron, Samantha, launched her first fashion collection in 2017. Businessman Lord Brownlow – a Tory donor – invested £2.5million in 2018. The source of the last round of financing is not known.

Cefinn has proved a hit with the fashion press and affluent customers. At £300-400 for dresses and £200 for tops, the ranges are out of reach for many shoppers.

The company started out as a workwear label with a focus on tailoring and formal day dresses.

But lately it has expanded its offerings, producing more knitwear and outfits designed to be worn on special occasions, which have been snapped up since social distancing rules were lifted.