Sales up over festive period by 23 per cent
Impressive growth both in-store and online
Hampers up by 21 per cent
Demand for luxury items unprecedented. Caviar up 42 per cent

Fortnum & Mason today announces record Christmas trading results. At the end of a landmark year for one of the world’s great retail brands, the outstanding figures show a 23 per cent increase on Christmas 2013.

For the five weeks up to January 4, 2015, total sales were up 22.8 per cent, and like-for-like sales were up 18.3 per cent.

Fortnum & Mason’s flagship store at Piccadilly delivered the highest sales figure and a double digit sales increase, but it was the brand’s St Pancras International store that enjoyed the biggest increase – up 47.7 per cent on the corresponding period from last year. At the same time, online sales rose by an impressive 31 per cent.

A particular highlight of the Christmas period came on Monday, 22 December when Fortnum’s enjoyed the best trading day in its history. In keeping with the brand’s growing global presence, products were despatched to a record number of countries around the world in the run up to Christmas.

Sales of Fortnum & Mason’s world-famous hampers increased by 21 per cent, while, among Christmas items, mince pies rose 20 per cent and sales of the recently-redesigned range of English hand-made chocolates almost doubled. There was an unprecedented demand, also, for luxury items, with sales of caviar up 42 per cent. In addition, there was a strong performance from the in-store restaurants and The Diamond Jubilee Tea Salon, with sales up 17.8 per cent.

Fortnum & Mason recently announced record full-year profits, and this has been a period of impressive growth for the company. In March 2014 it opened its first standalone store outside of the UK in Dubai, and then in December, its first standalone airport store and bar at Heathrow Terminal 5. Both are performing ahead of expectations.

Commenting on the results, Ewan Venters, chief executive of Fortnum & Mason, said: “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. 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.”