Fortnum & Mason has launched its first ever membership programme, Friends of Fortnum’s.
The luxury department store said the scheme, which costs £100 per year, has been designed for its “community of food and drink lovers”.
Members will receive a curated welcome gift designed exclusively for them, seasonal gifts when shopping online, and free next-day UK delivery on all orders over £25.
Subscribers will also be able to access tickets for exclusive events, alongside other small extras when shopping in the retailer’s stores or dining at its restaurants.
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Fortnum & Mason CEO Tom Athron said: “We have today 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.
“Having seen the overwhelmingly positive response in the early stages, we’re very excited to bring this unique concept to life”.
Fortnum & Mason entered the on-demand delivery market in March, launching a service that brought luxury hampers, loose-leaf teas, and premium biscuits straight to the doorsteps of Londoners in minutes.
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