Fortnum & Mason, the London‑based luxury grocer, is betting on a fresh UK‑EU trade agreement to revive its European export business. The retailer has seen sales of its signature hampers, teas and jams slump since the 2016 referendum, as customs checks and tariff uncertainty slowed cross‑border shipments. By positioning itself as a premium supplier of British heritage products, the company hopes to tap a growing appetite among EU consumers for authentic, high‑quality British goods.

Analysts note that a new trade deal could eliminate the 2‑day customs clearance that currently delays deliveries, allowing Fortnum & Mason to offer faster, more reliable service. The grocer plans to expand its online presence in key EU markets and partner with local distributors to streamline logistics. If the deal materialises, Fortnum & Mason could regain market share lost to cheaper imports and strengthen its brand as a symbol of British craftsmanship.

The outcome will hinge on political negotiations and the speed of implementing new trade rules.