Luxury department store Fortnum & Mason has launched its first membership programme, aimed at its dedicated community of food and drink enthusiasts.
Friends of Fortnum’s is an annual £100 subscription that grants members an exclusive welcome gift, seasonal online shopping treats, and complimentary next-day UK delivery for orders over £25.
Additionally, subscribers gain access to special event tickets and other perks when shopping instore or dining at their restaurants.
“We have launched Friends of Fortnum’s in direct response to feedback from our customers who tell us they are seeking a closer connection to the rich storytelling and unforgettable experiences for which Fortnum’s has become renowned, and who are looking for more reasons to shop and dine with us all year round,” explained Tom Athron, CEO, Fortnum & Mason.
“Having seen the overwhelmingly positive response in the early stages, we’re very excited to bring this unique concept to life”.
Last July, Fortnum’s launched three subscriptions featuring the retailer’s famous biscuits, loose leaf teas and jam.
The Tea Post is designed to provide customers with monthly refills of a choice of Fortnum’s tea blends, for £100 annually. There will be special perks including a customisable initialled china mug, tin and strainer.
The Biscuit Post includes its popular Toffolossus, Chocolossus or Gingerlossus biscuits. This will be available on either three-month, six-month or 12-month subscriptions, at costs £20 a month.
The Teatime Dispatch offers a selection of both tea and biscuits, as well as a choice of marmalades or jams, costing £75 a month.
At the end of 2023, the luxury store reintroduced delivery to the EU with a dedicated website.
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