What: Fortnum & Mason partners with premium delivery platform Zapp to offer 24/7 rapid delivery of luxury food items and hampers across London, marking the first such service among high-end London stores.

Why it is important: As only 10% of retailers have successfully implemented advanced delivery systems, this initiative positions Fortnum & Mason at the forefront of luxury retail innovation while preserving their heritage brand values.

Fortnum & Mason has launched a groundbreaking partnership with premium convenience delivery brand Zapp, enabling round-the-clock rapid delivery of their luxury products across London. The service, which promises delivery "in minutes," encompasses a range of the retailer's signature items, including hampers, teas, and chocolate biscuits. This initiative marks a significant milestone as Fortnum & Mason becomes the first of London's high-end stores to partner with an on-demand delivery service. The collaboration with Zapp, which launched in 2022 and works with prestigious brands like Apple and LVMH, demonstrates the retailer's commitment to enhancing customer convenience while maintaining its luxury positioning. This strategic move aligns with evolving consumer expectations for immediate access to premium products, with Fortnum & Mason's chief brand officer emphasising the service's role in complementing customers' busy lifestyles while ensuring access to their favourite products.

IADS Notes: Fortnum & Mason's rapid delivery service launch follows a series of successful digital initiatives throughout 2024-25. In July 2024, they introduced "Fortnum's Dispatch" subscription service, while January 2025 saw them process over 400,000 orders during the Christmas period. Their strong performance, including a 17% sales increase, validates their digital strategy. This development builds on their successful resumption of EU deliveries and comes as industry data shows only 10% of retailers successfully implementing advanced delivery systems, positioning Fortnum & Mason as a pioneer in luxury retail innovation.

Fortnum & Mason launches rapid delivery service