Available to customers in the UK, the programme is structured as a paid membership priced at £100 per year. In return, members receive a welcome gift in the form of a luxury hamper, free next-day UK delivery on online orders over £25, and a selection of seasonal treats throughout the year.
GLOFortnum & Mason, the iconic British department store renowned for its luxury hampers and fine food, has launched its first-ever loyalty initiative, Friends of Fortnum’s. The move marks a significant step towards building deeper customer relationships through curated experiences and exclusive benefits.
Available to customers in the UK, the programme is structured as a paid membership priced at £100 per year. In return, members receive a welcome gift in the form of a luxury hamper, free next-day UK delivery on online orders over £25, and a selection of seasonal treats throughout the year.
Beyond product-based perks, the scheme also opens the door to exclusive access to private events, tastings, and in-store privileges across Fortnum & Mason’s Piccadilly flagship and other venues. These offerings reflect the brand’s commitment to elevating everyday shopping into a memorable and personal experience.
According to Fortnum & Mason CEO Tom Athron, the programme emerged in response to customer feedback during a recent pilot. Participants expressed a desire for closer connection to the brand’s storytelling, heritage, and immersive retail experiences—elements that the new scheme aims to deliver more regularly.
The launch also complements Fortnum’s growing portfolio of subscription services, including its popular Tea Post, Biscuit Post, and Teatime Dispatch boxes. These curated deliveries bring the brand’s celebrated products directly to customers’ doors, reinforcing its strategy of convenience paired with indulgence.
In blending traditional British elegance with a modern loyalty approach, Fortnum & Mason’s new membership programme sets out to reward not only transactions but also emotional loyalty. The initiative positions the brand to strengthen its appeal among existing fans while attracting a new generation of experience-led customers.
Source: Fortnum and Mason
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