‘Definitely not’ a sale, say Fortnums

Press, 14 July 1980, Page 26

‘Definitely not’ a sale, say Fortnums

From KEN COATES, in London It was definitetly not, says the spokesman for the top people’s store, Fornum and Mason, a sale. But whatever the courteous assistants in the Piccadilly establishment are calling it, the fact is that prices are being cut for only the third time in 273 years. Last week those with cheque books to match could buy a dozen bottles of Chateau Haut Brion 1966 for only $744, instead of the usual $lOOO. The head of the wine department, Mr Edward Gilbert said he has never known anything like it. With champagne down to $l5 a bottle, one man came in and bought 10 cases — that is $lBBO — for a christening. The store would not really expect its customers to treat the week as a sale, said the promotional manager, (Mr Alan Williams). “It is emphatically not a sale: It is a week of selected reductions. We want this distinction made quite clear. “You won’t find people fighing over crockery' here

— this isn’t Harrod’s you know.’’ But like many a business, Fortnums is suffering from the recession. “It is sadly true,” admits Mr Williams, “that retailing reflects the performance of industry, and even at our end of the market, people are having to be, well, careful.” So customers were being enticed with silver tea services reduced from $13,000 to $7845 — “A chance of a lifetime,” enthuses the silver buyer (Mr Bryan Russell). Then there are Jaeger le Coultre watches from $5623 to $3600. He said one customer came in and picked up a 30cm silver tray, down from $3020 to $l5OO and said he would have it, without a moment’s hesitation. Cut-glass whisky decanters were down from $l4B to $9B and long playing records of Vera Lynn’s greatest hits, down from $6.36 to only $3.16. Behind tasteful screens, women’s lingerie was selling at 30 per cent off, and men’s jumpers are down from $156 to $93. Whether the bargainhunters admit that they were actually hunting bargains or not. the Fortnum civility remains unshaken.