Luxury brands set for a jubilee bonanza

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Upmarket London food emporium Fortnum & Mason is part of a group of businesses, as part of the Heart of London Business Alliance, to take part in a huge street party on Piccadilly while the likes of Burberry and Mulberry will be hosting events for shoppers.

Department stores Selfridges and Harrods are planning a series of events and new products are being planned to hook in shoppers from around the globe for the festivity to mark 60 years of the Queen's reign. Walpole, the body created to promote the British luxury industry, will hold a Walpole Jubilee Pageant along the Thames.

Walpole is teaming up with the Queen's bank Coutts and photographic agency Getty to host a photographic exhibition of 60 years of photos of the Queen, with some photos never been seen in public before, that will tour the capital stopping at upmarket London hot-spots including Mayfair hotel Claridge's.

Stacey Cartwright, Burberry's finance director, said: "Due to our heritage anything that celebrates Britain is good for us. The jubilee will be a key time in the UK this year."

Although the Olympics will see a great influx of people into London experts think retailers will be more profitable during the jubilee celebrations.

Dame Judith Mayhew Jonas, head of trade body the New West End Company, said: "Retailers are likely to sell more products related to the Jubilee celebrations than the Olympics.