Cefinn opens King’s Road flagship

The King’s Road has been attracting a raft of fashion brands both large and small in recent periods and the latest is Samantha Cameron’s Cefinn label that has opened at number 149.

The eight-year-old London-based brand has announced the opening of its second store in its home city, a year after opening its first on Elizabeth Street, W1. The new location contains its regular mix of contemporary womenswear made in its own London atelier.

Cameron, who’s creative director as well as founder, said of the new store that “it’s a fantastic opportunity for Cefinn. The King’s Road is so vibrant, especially in the summer, and opening this store is a huge milestone for the brand.” 

The label itself has picked up a wide range of high-profile fans over the years, including many members of the royal family, and celebrities such as Gillian Anderson, Gabby Logan and Erin O’Connor, among others.

When the brand filed its latest set of accounts earlier this year it said took a “strategic” decision to move away from wholesale sites and to focus on DTC instead and this new opening reflects that move.

As mentioned, the King’s Road has been a popular destination for brands of late and recent openings or opening announcements have included Vuori, K-Way, Birkenstock, Arket, and H&M.