Fortnum & Mason Unveils First-Ever Exclusive Membership Program

Fortnum Mason Membership Launches to Reward Loyal Shoppers

Iconic Luxury Brand Offers Exclusive Perks Through New Loyalty Program

Fortnum & Mason has officially launched the Fortnum Mason membership, marking a first in its 318-year history. The new loyalty program aims to engage loyal shoppers and food enthusiasts with exclusive benefits and seasonal surprises.

The membership, called “Friends of Fortnum’s,” costs £100 per year and offers a host of perks. These include a curated welcome gift, free next-day UK delivery on orders over £25, and access to private events. Members can also enjoy in-store benefits and restaurant rewards at the famous Piccadilly flagship and other locations.

Exclusive Experiences Drive Deeper Connections

The Fortnum Mason membership is designed to build a closer relationship with customers. Fortnum & Mason says its goal is to give shoppers more reasons to visit, dine, and explore the brand.

CEO Tom Athron explained that the program directly responds to customer feedback. “Our customers want a deeper connection to our rich storytelling and unforgettable experiences,” Athron said.

Following a successful trial period, the program focuses on product discovery and exclusive experiences, which ranked highest among trial participants.

Seasonal Surprises and Growing Accessibility

One key feature of the membership is that its benefits change with the seasons. This approach keeps the experience fresh and encourages regular engagement. It also reflects Fortnum & Mason’s ambition to be “more relevant to more people, more often.”

Earlier this year, the luxury retailer expanded its accessibility by joining rapid delivery service Zapp. The partnership allows London customers to order Fortnum’s luxury products for 24/7 home delivery.

Competing with Other Luxury Loyalty Programs

Fortnum & Mason follows in the footsteps of other luxury retailers like Harrods, which introduced its own loyalty program in 2002. As modern shoppers seek convenience and exclusive perks, loyalty schemes have become an essential strategy.

With the Fortnum Mason membership, the brand hopes to deepen its connection with customers and offer even more memorable experiences.

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