The premium womenswear brand Cefinn, founded by Samantha Cameron, has been acquired by private investment firm Level Five in a move that secures the future of the beloved British label.
Mrs. Cameron, who launched the brand in 2016 after leaving her role as creative director at Smythson, will remain involved as a minority shareholder and brand ambassador. The deal ensures the continuity of the business, which is known for its elegant, workwear-inspired pieces favoured by professional women.
A New Chapter for the Beloved Brand
The acquisition by Level Five, a firm with a portfolio that includes other British heritage brands, promises to inject new investment and strategic direction into Cefinn. This is seen as a positive step towards stabilising the brand and exploring new growth opportunities, both in the UK and internationally.
In a statement, Samantha Cameron expressed her confidence in the new owners, stating the deal will allow Cefinn to "realise its full potential." She emphasised her continued passion for the brand and her commitment to being closely involved in its creative future.
Overcoming High Street Challenges
The fashion retail sector has faced significant headwinds in recent years, from the pandemic's impact on footfall to shifting consumer habits and economic pressures. The investment from Level Five is a strong vote of confidence in the Cefinn brand's resilience and its distinct position in the market.
Known for its 'wear-now' philosophy, Cefinn has carved out a niche with its stylish yet practical designs that bridge the gap between day and evening wear. The brand's direct-to-consumer model, alongside its wholesale partnerships, has helped it build a loyal customer base.
This acquisition highlights a ongoing trend of investment firms seeing value in well-established, founder-led fashion brands with a clear identity and strong consumer connection.
