A “significant” growth in online sales helped drive a stellar Christmas trading performance for Fortnum & Mason. At the end of a year in which the upmarket department store retailer posted a 31% rise in annual profits, Fortnum’s like-for-like sales over the five weeks up to 3 January showed a 15% increase on 2014.
Fortnum’s said this growth was underpinned by online sales, which were up 38% 2014. The revamped website, which was designed with a more responsive sensibility, proved popular and helped the British retailer achieve a 26% rise in sales of its renowned hampers.
Another retail highlight was 15 December, Fortnum’s best trading day in its 309-year history when products were dispatched to a record number of countries around the world in the run-up to Christmas.
The company’s flagship store in Piccadilly delivered the highest sales figures, but the biggest percentage increase came from the T5 store at Heathrow where sales were up 63% on the same period a year ago.
“This has been a very significant year for the company, and our excellent Christmas results are a reflection on the work the team here has done throughout the year making our brand more relevant and contemporary,” commented Ewan Venters, Fortnum & Mason, CEO.
“I am particularly pleased with the rise in online sales, which is the reward for our investment in the new website. As ever, we believe that our success is based on great products and on impeccable service. At a challenging time for all retailers, we have shown that a quality offering, both online and in store, is still highly attractive to customers around the world.”