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Samantha Cameron: ‘Public scrutiny made me obsessed with clothes that won’t let you down’

Wife of former PM says her time in No 10 helped shape her Cefinn clothing brand, which is opening a London store

Cameron, who in 2021 told BBC Radio 4’s Woman’s Hour that Brexit had made business survival “challenging and difficult”, says that “supply chain disruption continues to cause problems. The high percentage of returns, which are costly for businesses and have a large environmental impact due to transport emissions of multiple journeys and unwanted clothes languishing in depots, is also a factor. Cefinn sells to an affluent customer – the average shopping basket checks out at £360, although the tendency to buy multiple sizes with a view to return inflates this figure among online retail – but Cameron is at pains to downplay its poshness, describing the store location close to the ritzy real estate of Sloane Square and Knightsbridge as “convenient for both our north London and south London customers”.

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