Fenwick’s Christmas display reimagines ‘The Twelve Days of Christmas’ with a new narrative.
- Chris Riddell, author and illustrator, crafts a unique story featuring a partridge named Foggy.
- The narrative follows Foggy’s quest to make his Christmas wish come true, starting in Santa’s workshop.
- Fenwick aims to capture the joy of storytelling both in-person and online during the festive season.
- Financial challenges continue as Fenwick reports a significant pre-tax loss amid industry changes.
This year, the Fenwick flagship store in Newcastle has unveiled a Christmas display that reimagines the classic carol ‘The Twelve Days of Christmas’. The display, open to the public from 4 November, introduces a new story crafted by author and illustrator Chris Riddell. The narrative unfolds around a partridge named Foggy, who embarks on a mission to have his Christmas wish fulfilled. The journey begins in the Broom Cupboard of Santa’s workshop, where our hero tends to a pear tree.
Riddell explains the enchanting journey: “The journey through Fenwick’s Christmas Window follows Foggy’s quest to find Santa and make his pear tree grow. Beginning in the Broom Cupboard of Santa’s workshop, where our hero tends to his struggling sapling, visitors follow Foggy’s adventure through a series of enchanting scenes.” The display, designed by Propability, a British family-owned design and production house, aims to draw both physical and virtual visitors into the festive spirit.
Mia Fenwick, the chief marketing officer, expressed hopes for families to enjoy and engage with the Christmas windows either in person or through digital platforms. “We hope people get to see our Fenwick Christmas windows either in person or online and get swept up in the joy of storytelling with family and friends this festive season,” she stated. This underscores Fenwick’s intention to keep the tradition alive while adapting to changing times.
However, it has not all been festive cheer for the department store chain. Fenwick reported a pre-tax loss of £28.4 million for the year up to 26 January 2024, attributing this downturn to the ongoing cost-of-living crisis and a challenging retail environment. This figure starkly contrasts with a pre-tax profit of £57.1 million in the previous year, which was bolstered by the £430 million sale of its New Bond Street store in December 2022.
In addition to financial difficulties, the company experienced a disruption in its leadership. Nigel Blow, who was appointed as the incoming chief executive in July to replace John Edgar, announced in October that he would not be taking up the position. This executive change marks another challenge for Fenwick as it navigates the continually evolving retail landscape.
Fenwick continues to enchant with its festive displays amidst financial and structural challenges.
