The upmarket department store is taking the management of its US web site and home shopping operation, which is run by a third party, in-house to mirror its enhanced UK web offer.
This week, Fortnum & Mason will introduce an additional 1,000 products to its UK site. The retailer has also appointed Will Stabler, an American with a background in luxury jewellery retailing, as general manager of its US business.
Fortnum & Mason commercial and marketing director Alison Jordan said: “The focus will be on broadening the US site to make it as close as possible to the UK offer, given that there are certain rules that might affect this.”
She said that the US web site’s emphasis would be on food because “there isn’t the same development of luxury food in the US as there is over here”.
Although the revamped web site will go live on Monday, a full-scale launch will not take place until after Christmas.
“The US has been a graveyard for British retailers that have set up shop and lost lots of money, so that’s why we’ve taken the decision to do things this way,” said Jordan.
Jordan said that Fortnum & Mason will also expand its Japanese joint venture over the next two years, although store numbers and locations remain to be finalised. There are 13 Fortnum & Mason outlets in Japan.
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