In this website critique series, we’re uncovering luxury website design tips via reviews of websites. We’re reviewing the most renowned retail brands. We’re doing this by fairly assessing the impact of their strategy and style choices. Bespoke products at high prices need to be presented via top-quality online experiences and eCommerce platforms. So, the website of any luxury brand not only needs to convey the brand itself, but also provide excellent customer service and information. In this review, we’re exploring a prestigious department store; the Fortnum and Mason online website.

At KIJO, we work with high-end brands across London and the UK. We produce visually stunning websites that engage, inform and inspire elite audiences to become loyal customers. We are a team of website design and development experts committed to realising a brand’s online potential. So, we know a thing or two about whether a luxury brand is delivering a luxury online experience too.

History of Fortnum and Mason

The history of Fortnum and Mason is a fascinating one. In 1707, one of Queen Anne’s footmen, William Fortnum, had the enterprising idea to sell her leftover candle wax from a Piccadilly storefront. The products quickly gained popularity. Mr Fortnum seized the opportunity, partnered with his landlord Hugh Mason, and Fortnum and Mason was born. 

Three-hundred years later, Fortnum and Mason is one of the most luxurious purveyors of extraordinary food and experiences in the world. Their hampers, which were originally created to provide portable sustenance to travellers leaving London, are now internationally renowned. Long at the forefront of gastronomical invention and keen to develop an easily transportable snack, Mr Fortnum and his staff actually invented the Scotch egg! The store was also the first to supply Heinz baked beans to the British public. Their most recent accolade is the invention of Ruby Chocolate.

Far beyond being just a department store, Fortnum and Masons sells a lifestyle. Today, they have six stores across the world. They produce honey from their beehives on the London store roofs and have multiple in-store restaurants and wine-bars. They deliver seasonal and afternoon tea hampers to all corners of the globe too.  

In August 2020, the website was redeveloped. We take a detailed look to uncover what’s working and what could be improved on the Fortnum and Mason online website.

User Experience (UX) 

Rating 4.5/5 

The first three features on Fortnum & Mason’s homepage are seasonal items. Currently, these are the ‘Fortnum’s Beauty Advent Calendar’, ‘New & Extraordinary’ and ‘British Summertime must-haves’. These are frequently updated depending on the season. The seasonal pages break down further into useful and manageable sections. Now, Fortnum and Mason sell a huge range of products. Dividing their products down into logical categories that are easy to navigate is hugely important to the customer journey.

The content carousels that appear throughout the site are intuitive but can be difficult to use. It’s easy for the user to swipe through and find what they need. However, with such subtle arrows to click, it’s not immediately clear how they function. Given Fortnum and Mason’s more mature customer base, this could be a problem. That said, each image is accompanied by a short description that is witty, friendly and full of character. The thought and care that has gone into detailing every item certainly sets Fortnum and Mason apart from high-street vendors.

The product pages are full of more beautiful images and accompanying copy. The ‘Perfectly Paired’ feature showcases another product that would partner perfectly. This is a great way to incorporate link sales into online shopping. It is once again evidence that Fortnum and Mason sell a lifestyle, rather than a collection of products.

Visual Design

Rating 4.5/5

The visual design of the Fortnum and Mason website stands out refreshingly compared to the other sites we’ve analysed. It has a white background, with black text and teal accents throughout. Frequent use of italicised font creates a more traditional, opulent look. This serves as a nod to the brand’s 300-year history. The result is clean and homely. This is a stark comparison to dark, dramatic designs of couture fashion websites you often see in the luxury space. 

The photography across the site is bursting with colour and adds visual interest to every page. Using photography to change the colour palette of a page is a great way to easily update your website’s look through content. This saves revamping the whole page each time.

The navigation panes make excellent use of white space. The design evenly spreads out the items. This means that nothing appears overcrowded. Each pane also includes an image with a ‘Shop’, ‘View’ or ‘Read More’ call to action button. These link to the latest product or information pages.

They have carefully constructed photographs of each product. There are plentiful images of hampers throughout, a consistent reminder of the brand’s most well-known and best-loved product. Individual products have also received the same attention. Often, you’ll see plain images on a white background. Fortnum and Mason online displays them among a china tea set or in a table setting.. This effect is far more striking, and the extravagant settings pictured invoke luxury and opulence.

Mobile Optimisation

Rating 5/5

Images are essential to depict the grandeur and quality of Fortnum & Mason’s product. Thankfully, they have formatted every photograph perfectly. The large text is a little much on the desktop view. However, it makes for a pleasant reading experience on a hand-held device.

The mobile-view navigation menus include pictures, which is an impressive feat. The Fortnum and Mason website expertly implements this feature, creating a more engaging user experience while retaining the desktop view’s detail without sacrificing space or functionality.

They’ve preserved and reconfigured every detail to fit a smaller screen.. The customer journey becomes even smoother on mobile, with easy access to call, book services, and get store directions, making shopping on the go effortless.

Retail Integration

Rating 4.5/5

The website frequently highlights the stores. However, the information provided goes far beyond basic opening hours. Each of their six global stores has a dedicated website page with details of unique in-store features and even floor maps.

With quick links to book afternoon tea, get directions, download store guides and view health and safety protocols, each restaurant, experience and store page makes the customer experience smoother.  

The level of detail provided through engaging descriptions, incredible photography and links to menus sell every experience. The images of the restaurant and stores are immersive and transport you to each location. By the time you’ve finished reading a page, you want to be there experiencing it for yourself.

The Fortnum and Mason Website Makes You Want to Experience the Fortnum & Mason Lifestyle

Perusing the Fortnum and Mason online website is an experience in itself. The website design is classic, confident, and luxurious. The designers consistently link individual items to perfect partner products, seasonal events and family occasions. By doing this, the brand becomes each customer’s trusted companion for producing an exquisite event with no detail or expense spared. The friendly tone of voice and light-hearted descriptions peppered throughout the site create a consistent brand voice. This is approachable and informative. The visual impact of the clear layout, stunning photography and store pages makes for a real feast for the eyes.

If you want your website design to evoke a feeling of indulgence, sell an experience or elevate each product, then Fortnum and Mason’s website provides a wealth of inspiration. Ready to step from inspo to realisation? Get in touch with our expert luxury website design team today.