As part of CEO Tom Athron's ongoing strategy to make the 319-year-old grocer more "relevant" to everyday shoppers, Fortnum's launched its first-ever loyalty scheme, called Friends of Fortnum's. The company continues international expansion, focusing on growing its customer numbers in the US and the EU, having resumed exports into the block in 2023 following the opening of its own distribution centre in Belgium. The business has seen growth across all of its channels following significant investment into its Piccadilly flagship store and a more "streamlined" online offer.
Cyborg Score Rationale
The business posted a pre-tax profit of £15m for the 12 months ending July 2025, up from £9.3m a year earlier, while turnover increased from £227.8m to £239m. Online sales recovered significantly following a disrupted 2024, where Fortnum's was forced to limit online orders due to supply struggles, and were up 23% during the period. Strong execution in digital transformation and international expansion demonstrates resilience and strategic focus.
Top Insights
Over the festive period, the retailer saw revenue rise 16% in the five weeks to 24 December 2025, compared with the same period a year earlier, with sales at physical stores increasing by 7% during the Christmas period, while online revenue jumped by 23%.
The company plans to improve the level of personalisation offered by its loyalty scheme, and will unveil a swathe of "market-leading" NPD including new infused teas and biscuits during the first half of 2026.
The retailer dispatched nearly 500,000 Christmas packages to 73 countries as far away as Fiji during the period.
In May 2026, Fortnum & Mason partnered with Proximity to launch Fortnum's Connect, a new clienteling platform designed to elevate personalised customer experiences.
Named Competitors
Harrods — Luxury department store with premium food and gift offerings
Liberty — Upmarket department store featuring luxury brands and food
Sainsbury's — Major UK grocery retailer with premium product lines
Iceland Foods — UK food retailer with specialty and premium offerings
Recent Developments
(May 2026) Launched Fortnum's Connect clienteling platform with Proximity
(January 2026) Reported 61% surge in pre-tax profits to £15m for year ending July 2025; online sales up 23%
(December 2025) Strong Christmas trading with 16% revenue growth in festive period
(November 2025) Shake Shack partnership for festive collaboration
(October 2025) Opened first UK store outside of London
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