What: Fortnum & Mason introduces £100 annual membership programme offering exclusive benefits, seasonal gifts, and privileged access to events, responding to customer demand for deeper brand engagement.

Why it is important: The launch reflects a broader transformation in luxury retail loyalty, where successful programmes are moving beyond transactional benefits to create meaningful, multi-channel connections with customers.

Fortnum & Mason has unveiled its first-ever membership programme, Friends of Fortnum's, marking a significant evolution in the luxury retailer's customer engagement strategy. The £100 annual subscription offers members a carefully curated package of benefits, including exclusive welcome gifts, seasonal online shopping rewards, and free next-day UK delivery on orders over £25. The programme extends beyond traditional retail perks to include access to exclusive events and special experiences when dining at the retailer's restaurants or shopping in-store. CEO Tom Athron emphasises that this initiative directly responds to customer feedback, with members seeking deeper connections to Fortnum's storytelling and experiences. This launch follows the retailer's recent entry into on-demand delivery, demonstrating a comprehensive approach to modernising customer service while maintaining the brand's luxury positioning. The early positive response suggests strong alignment with evolving consumer preferences for more personalised and experiential retail relationships.

IADS Notes: Fortnum & Mason's launch of 'Friends of Fortnum's' represents the culmination of a strategic transformation in customer engagement. In March 2025, the retailer pioneered rapid delivery services , while their July 2024 introduction of "Fortnum's Dispatch" subscription service  demonstrated early steps toward enhanced customer relationships. This membership programme launch follows their recognition as the world's best department store in January 2025 , where they achieved a perfect 10/10 score for customer experience. The timing is particularly significant as it follows Selfridges' February 2025 'Unlocked' programme , suggesting a broader industry shift toward sophisticated loyalty schemes that blend digital convenience with experiential benefits. This development aligns with recent industry analysis showing that over 50% of younger consumers prefer personalised, digitally integrated experiences over traditional loyalty programmes.

Fortnum & Mason launches first-ever membership programme