The trial is being run in partnership with rapid delivery service provider Supper

Fortnum & Mason has launched a rapid delivery trial in London in partnership with posh delivery service Supper after recording “incredible” online growth in 2021.

The upscale retailer is now delivering select products to addresses located within six miles of its Piccadilly store in up to two hours. The cost of delivery is £9.95.

The rapid delivery pilot, which kicked off three weeks ago, covers some of Fortnum’s most popular items like the Fortnum’s Express Hamper and the Birthday Hamper, a wide range of tea, biscuits, chocolates, and fresh food products including caviar and smoked salmon.

F&M was already offering regular home delivery services in London via its Supper collaborations. There are currently 56 of its food lines available to order on Supper’s website.

“We are excited to pilot our rapid delivery service in London, offering customers a selection of our most popular products,” said Fortnum & Mason CEO Tom Athron.

“It’s still early days with further refinements to come, but given the incredible online growth we saw last year and with customers’ shopping habits changing, we want to offer customers more opportunities to experience Fortnum’s, whether it be at our stores or in their own home.”

The company has experienced a boom of its online business in the past couple of years as the pandemic massively impacted footfall in its central London flagship store.

Its decision to jump on the rapid delivery bandwagon came after its online business grew threefold in the full year to 11 July, accounting for 55% of all sales – comparatively to 33% in 2020 and 20% in 2019 – as Fortnum’s brought in over half a million new customers during the year.

“The underlying story this year has been one of growth online,” Athron told the Financial Times earlier this year. “We thought this would slow after the shops reopened but it hasn’t.”