British luxury food and drink retailer Fortnum & Mason has started offering delivery to consumers in the European Union again, nearly two years after it stopped exports due to Brexit red tape and customs challenges.
Fortnum’s will be delivering to 15 EU countries from a new, dedicated fulfilment centre in Belgium that provides it with a “consistent and reliable service” for its customers. Pre-Brexit, EU deliveries represented over 15% of all its online sales.
The relaunch of EU deliveries is part of Fortnum’s ongoing strategy to meet international demand for the brand and its high-end products. Earlier this year, it opened a new retail shop in Hong Kong International Airport to complement the region’s flagship store in K11 MUSEA. There are also plans to open a store in Dubai International Airport (DBX) in the coming months, and the brand is exploring market opportunities in the US, which is currently its second biggest market after the UK.
Tom Athron, CEO of Fortnum & Mason, commented: “Fortnum & Mason is a brand that is loved the world over, and so I am delighted to be launching our new EU website to allow customers across Europe to shop with us once again. Outstanding customer service is vitally important to us at Fortnum’s, and our new EU-based fulfilment centre will allow us to navigate the post-Brexit export challenges to provide a robust delivery service to our customers in the EU.”
NAM Implications:
- Brand loyalty will find a way…
- And at 15% share of Fortnum & Mason online, it’s worth the effort.
- Scope for a middle-man to provide access to the EU for smaller online players?
