Fortnum & Mason has posted record Christmas trading results, as the company experienced unprecedented demand for luxury items.
Sales increased 22.8% over the five weeks to January 4 2015, compared to the same period last year, as like-for-like sales rose 18.3%. Online sales jumped 31% over the period.
Online sales increase over the five weeks to January 4
On Monday 22 December, the company experienced the best trading day in its history. Hamper sales increased 21%, while there was an unprecedented demand for luxury items, with sales of caviar up 42%.
The company’s flagship store at Piccadilly recorded the highest sales figure and a double-digit sales increase, while the brand’s St Pancras International store reported the biggest increase, up 47.7% on the same period from last year.
“This has been a very significant year for the company, and our excellent Christmas results are the reward for all the work we have done throughout the year making our brand more relevant and contemporary,” said chief executive Ewan Venters.
“I am particularly pleased that our sales growth over Christmas has been due in no small part to domestic sales. We are certainly engaging more with Londoners, who, like everyone else, respect our foodie credentials and know that at Fortnum’s they can expect a fabulous customer experience. We did not participate in Black Friday, and we believe that our success is based on great products, well presented, and on impeccable service. We have shown, however, that Fortnum’s is not just for Christmas, and we are looking forward to making further progress throughout 2015.”