Cefinn opens London flagship one year after retail debut

One year after opening its first store in London, Samantha Cameron’s womenswear brand, Cefinn, has launched its second - a flagship on the King’s Road.

Last year, the brand - which was founded in 2017 - made its first move into retail with a store on Elizabeth Street, Fitzrovia.

Cameron said the opening was a "milestone" moment. "I am thrilled to be opening our flagship on the King’s Road, our second in just over a year. It’s a fantastic opportunity for Cefinn. The King’s Road is so vibrant, especially in the summer, and opening this store is a milstone for the brand," said Cameron.

Cefinn founder Samantha Cameron

"I’m extremely proud of the entire team for all the hard work in getting to this stage. Our customers are what make Cefinn and I look forward to meeting as many of them in store and welcoming new customers through the door too," she added.

Described as offering "chic, grown-up designer fashion for the multitasking woman", Cefinn’s understated designs are made to take women from the office to dinner with friends. Since its launch, the brand has amassed a high-profile fan base, including Gillian Anderson, Gaby Logan, Erin O’Connor, and members of the Royal Family.

Prior to establishing Cefinn, Cameron was Creative Director of British accessories brand Smythson of Bond Street, winning a British Glamour Magazine Award for Best Accessory Designer in 2009. She has also served as an ambassador for the British Fashion Council, playing a prominent role in London Fashion Week and the judging panel for the BFC/Vogue Designer Fashion Fund.

The King’s Road has been undergoing a resurgence of late, with a wave of openings from both international and challenger brands. Recent openings include new stores for outerwear label K-Way, French lingerie brand Ysé, and American athleisure brand Varley."