Fenwick inspires shoppers with new wellness campaign and beauty box

Writer Alfred Wainwright famously wrote, "There's no such thing as bad weather, only unsuitable clothing". Although this may be true, it’s clear to see that the UK’s chilly weather is dragging morale down. This January, department store Fenwick is aiming to boost energy levels with its wellness-centric Cloud 9 campaign, accompanying beauty box and in-store events.

Fenwick’s first campaign of 2025, Cloud 9, is encouraging shoppers to head outdoors and take advantage of the cold, crisp air.

Shot in Northumberland, near Fenwick's flagship that boasts the largest beauty hall in the Northeast, photographer Jeremy Everett highlights the importance of taking care of our overall well-being, from mindful practices to eating well.

Alongside the Cloud 9 campaign, Fenwick is hosting a slew of in-store activations. In-house restaurant Mason + Rye has launched an exclusive menu across its three locations featuring antioxidant-rich blueberry matcha. Its five Fuego restaurant sites will also partner with Everleaf to offer refreshing low/no alcohol cocktails.

Events also include run clubs with Lululemon and Northeast-based gym and studio HiiCLUB, which will also host a series of exercise classes and a panel talk on how to find your bliss in 2025 with Dirtea, Indi Supplements and Dryrobe.

Talia Engel, Nutritionist at Indi Supplements, said: "Winter can be tough on both our immune system and our mood, but your gut may just be your secret weapon. A healthy gut helps produce serotonin, the “feel-good” neurotransmitter. By building your meals and snacks around foods that support your gut health, you can feel brighter and more balanced."

Fenwick is also launching the Cloud 9 Beauty Box, which is available at all Fenwick stores and online when spending £160 or more on selected beauty. The box, valued at £300, features mood-boosting products from the likes of Ancient + Brave, Augustinus Bader, Hourglass and Neom.

It all comes as Fenwick is on a mission to get back into the black. In October, the retailer published its financial statement for the 52 weeks ending 26 January 2024. It blamed the "cost-of-living crisis and a changing retail environment" for its pre-tax loss of £28.4 million.

The year prior, Fenwick's pre-tax profit sat at £57.1 million, thanks to the sale of its iconic New Bond Street store for £430 million.

Company turnover was down by 7% year-on-year to £184.2 million and gross sales were down by 6% to £303.6 million.

The company said: "The market environment continued to provide a challenging backdrop to sales… Mortgage rates continued to be high, as did inflation, contributing further to the ongoing effects of the cost-of-living crisis."