Independent department store group Fenwick has announced it will open one of its 11 branches on Boxing Day for the first time in the business’s 124-year history, to “test the water” for more stores to follow suit in 2015.
The Brent Cross location will kick-start Sales, with 50% off across the store and an additional 20% off selected brands, on what the retailer believes will be one of its four busiest days of the year.
More than 9,000 shoppers are expected to pass through the store on the day – an average of 1,000 per hour of trading – when it opens between 8.30am and 6pm.
A spokeswoman told Drapers the business chose its northwest London branch to trial the move because of its multicultural demographic, allowing it to sell products aimed at multiple seasonal celebrations including Hanukkah, Christmas, Diwali, Eid, Mahayana New Year and Makar Sankranti.
The remaining 10 Fenwick-owned stores in London’s Bond Street, Newcastle, Leicester, Windsor, York, Canterbury and Tunbridge Wells, Bentalls in Kingston upon Thames and Bracknell, and Williams & Griffin in Colchester, will join in the discounting a day later on December 27.
Managing director at Fenwick Brent Cross Jenny O’Donoghue said: “The Boxing Day sale is one of the most anticipated events of the holiday season with the nation looking forward to discovering outstanding discounts on their favourite seasonal products. Brent Cross is the perfect store for Fenwick to benefit from a Boxing Day opening.”
Key sellers at Fenwick Brent Cross are expected to be candles, silverware and oud. The store said it sells double the volume of oud fragrance and scented candles than in the flagship store on Bond Street as a result of the area’s concentration of ethnic groups.