Fenwick has launched MyFenwick, a points-based loyalty scheme that offers monetary rewards, exclusive access to events and experiential benefits across its stores and online.

The programme went live nationwide on 10 September and is supported by a “earn your stripes” marketing push spanning national and local channels.

The tiered structure features green, silver and gold levels. All members start at green and receive priority booking for Fenwick events and access to members-only shopping occasions. Silver adds a birthday reward window with double points, complimentary in-store beauty sampling and invitations to previews of restaurant events and product launches. Gold members receive triple birthday points and access to cultural brand experiences with partners including Newcastle United Football Club, Baltic Centre for Contemporary Art, the British Fashion Council, Greggs and Glasshouse.

Points can be redeemed as money off future purchases, starting at £2 off for 200 points, £5 off for 500 points and £10 off for 1,000 points. The scheme runs on a rolling 12-month basis, meaning points remain valid for a year from when they are earned. The programme is free to join in-store or online.

“MyFenwick is a natural extension of our hospitality, designed to recognise and reward our customers with tailored benefits, exclusive access, and unique experiences,” said Mia Fenwick, deputy executive chair. “‘Earn your stripes’ marks the launch of Fenwick’s first-ever loyalty programme, providing meaningful ways to thank and reward our customers when they join the MyFenwick community.”

To mark the launch, Fenwick projected campaign creative onto the Baltic Centre for Contemporary Art in Newcastle on 9 September and lit the city’s Millennium Bridge in Fenwick green.

The retailer operates eight stores in Bracknell, Brent Cross, Canterbury, Colchester, Kingston, Newcastle, Tunbridge Wells and York. The loyalty rollout follows a period of financial pressure for the business; earlier this year Fenwick enlisted restructuring specialists from AlixPartners.

The company reported a pre-tax loss of £38.1 million for the year to January 2024, after sales declined by 5.2 per cent. The launch indicates a push to deepen customer engagement and drive repeat visits as the department store seeks to stabilise performance and grow market share.

A national media plan underpins sign-ups, including out-of-home activity across 50 sites, an estimated 20 million impressions and targeted door drops to almost one million households, according to the company.

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