A "significant” growth in online sales has helped drive a strong Christmas trading performance for Fortnum & Mason.  At the end of a year the upmarket retailer posted a 31% rise in annual profits, Fortnum & Mason's like-for-like sales over the five weeks up to 3rd January showed a 15% increase on 2014.

Fortnum & Mason said this growth was supported by online sales, which were up 38% 2014. The newly revamped website, which was designed with a more responsive sensibility, proved popular and helped the British retailer achieve a 26% rise in sales of its renowned hampers. In the run up to Christmas, Fortnum & Mason enjoyed its best trading day in its 309-year history (the 15th December) where products were dispatched to a record number of countries around the world.

The company’s flagship store in Piccadilly brought the highest sales figures, but the biggest percentage increase came from the T5 store at Heathrow where sales were up 63% on the same period a year ago. Ewan Venters, Fortnum & Mason, CEO commented: “This has been a very significant year for the company, and our excellent Christmas results are a reflection on the work the team here has done throughout the year making our brand more relevant and contemporary.

“I am particularly pleased with the rise in online sales, which is the reward for our investment in the new website.  As ever, we believe that our success is based on great products and on impeccable service. At a challenging time for all retailers, we have shown that a quality offering, both online and in store, is still highly attractive to customers around the world."