The question of whether Fortunoff is still in business is a nuanced one, reflecting the brand’s significant evolution over the decades. While the iconic department store that many remember no longer operates in its original form, the Fortunoff name continues to resonate, primarily through its specialized ventures in fine jewelry and outdoor furniture. The brand’s journey is a testament to adapting to changing consumer landscapes and the rise of e-commerce.
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A Storied Past and a Brand Reimagined
Founded in 1922 by Max and Clara Fortunoff in Brooklyn, New York, Fortunoff established itself as a trusted purveyor of quality, selection, service, and value. For generations, it was a destination for a wide array of goods, from home furnishings and jewelry to a beloved Christmas store that signaled the start of the holiday season. The “Christmas at the Fortunoff Backyard Store” events were particularly memorable, offering a vast collection of festive decorations and gifts.
However, the retail environment has undergone seismic shifts. Like many traditional brick-and-mortar retailers, Fortunoff faced challenges in the face of evolving shopping habits and increased competition. This led to a strategic pivot, focusing on distinct areas where the brand held strong recognition and could thrive in a new retail paradigm.
Fortunoff Fine Jewelry: A Digital Focus
One of the most prominent continuations of the Fortunoff legacy is in the realm of fine jewelry. In 2014, Fortunoff Fine Jewelry opened a physical boutique in Westbury, New York, near the site of its former flagship store. This move aimed to leverage the brand’s established reputation for quality and design in the jewelry sector. However, by 2021, the company made the strategic decision to close this boutique to concentrate on building a more robust e-commerce presence. Today, Fortunoff Fine Jewelry operates primarily online at fortunoffjewelry.com, catering to a global customer base seeking its curated selection of exquisite pieces.
For those with inquiries regarding fine jewelry purchased prior to March 20, 2025, the company directs customers to efgdesigns.com, indicating a transition in operational management for older purchases.
Fortunoff Backyard Store: Outdoor Living Under New Management
The Fortunoff Backyard Store, a name synonymous with outdoor furniture and accessories, also continues to exist, albeit under new licensing. In February 2010, it was announced that the Fortunoff Backyard Stores would operate under a license to Furniture Concepts, LLC. This partnership allowed for the continuation of the brand’s offerings in outdoor living. Customers seeking information or products related to outdoor furniture are directed to www.fortunoffbys.com.
The Fortunoff Credit Card: A Separate Entity
It’s important to note that the Fortunoff credit card is owned and operated by World Financial Network National Bank (WFNNB). The brand itself states it has no direct relationship with WFNNB but provides this information to assist customers with their inquiries. This separation highlights how different aspects of the Fortunoff brand have been managed and evolved independently.
