Our journey

In an ambitious bid to expand into the US, Majestic acquired Liquor Barn, a chain of 104 stores operating across California and Arizona. The venture was to prove short-lived, with Majestic ultimately disposing of the American company to focus on its core UK business.

Perhaps the most significant fallout from the US venture was Mason’s decision to leave Majestic during the acquisition process and set up a competing chain, Wizard Wine. After running out cash, Wizard was bought by the frozen food retailer Bejam.

Majestic became a public company in November 1996, floating on the London Stock Exchange’s Alternative Investment Market (AIM). Its share price of £1.60 at the time of its IPO more than doubled to £4 by the end of 1997. It opened seven new stores that year, with CEO How signalling “great potential for further growth at Majestic”.

The turn of the new millennium signalled a period of rapid multichannel expansion for Majestic. In the Spring of 2000, Majestic expanded into ecommerce, launching majestic.co.uk — a website that continues to go from strength to strength today.

After a period of expansion, Majestic opened its 100th store, in Dorchester, in May 2002.

Majestic unveiled its first-ever own-label wine ranges, including the Definition brand. Created to showcase the best examples of benchmark wine styles from around the world, Majestic’s Definition range continues to be one of the best-selling own-label wine brands in the UK.

Following feedback from customers, Majestic reduced the in-store minimum purchase threshold from 12 bottles to six in 2010. By 2015, Majestic made an even more significant change to its purchasing and pricing mechanics, removing minimum purchase restrictions but introducing new ‘Mix Any Six’ pricing — offering customers better value on mixed orders and making quality wine even more accessible.

In a strategic move designed to grow its share of the online market, Majestic acquired Naked Wines for £70m in April 2015. Although the enlarged group grew revenues, new leadership prioritised investment into Naked’s digital proposition, leaving Majestic’s stores to suffer. It quickly became clear that new ownership and impetus would be required in order to restore the Majestic brand to its former glories.

In December 2019, Majestic split from Naked Wines plc after finding new owners — US private equity firm, Fortress Investment Group. Upon the completion of the £95m deal, Fortress described Majestic as “a British institution, occupying a unique position as the nation’s largest wine retailer”. It pledged to invest in the business “to grow the Majestic story”.

Despite the challenges posed by the onset of the Covid-19 pandemic, Majestic displayed its trademark agility, work ethic and passion for its products and customers, enjoying one of its most successful ever years.

At a time when many businesses were closing stores not just temporarily but permanently amid a shift to online shopping, Majestic continued on the bricks and mortar expansion trail. In November, that store-centric strategy reached a significant milestone, as Majestic opened its 200th shop, in Henley-on-Thames.