Fortnum & Mason opens first UK store outside of London
Fortnum & Mason has opened its first UK store and hospitality offering outside of London at Oxfordshire’s Bicester Village.
The boutique at the outlet scheme has been designed to be a contemporary interpretation of the retailer’s iconic flagship store in London’s Piccadilly.
Subscribe to TRBThe retail space stocks a range of food and drink products, including teas, biscuits, preserves and sweet treats. The shop will also offer a selection of Fortnum’s hampers alongside an exclusive Fortnum’s X Bicester Village gift-box.
In addition, customers will be able personalise purchased items such as Fortnum’s Blancs de Blancs champagne and Fortnum’s Amalthea Gin,
Fortnum’s has also launched its first ever hospitality kiosk just outside of the store. Fortnum & Mason On the Go will offer a selection of drinks and sweet and savoury toasted sourdough crumpets. The retailer has worked with Tom Moore of Moore’ish Crumpets to create the Fortnum’s crumpets, which are handmade with a sixty year old starter and fermented with artisanal ingredients.
Tom Athron, chief executive of Fortnum & Mason, said: “We’re delighted to be opening our first UK store and hospitality offering outside London in Bicester Village.
“Our beautiful new location will allow visitors to the village to explore a curated edit of Fortnum’s extraordinary food and drink, and provide a great pit-stop for those looking to buy Fortnum’s favourites to enjoy, or to pass on as gifts for friends and loved ones.
“I am particularly excited to see which crumpet flavours are the most popular at our Fortnum & Mason On the Go kiosk, which will be providing visitors with a welcome pick-me-up as they explore all that Bicester Village has to offer.”
Desiree Bollier, chair and global chief merchant at Value Retail, added: “We are delighted to welcome Fortnum & Mason to Bicester Village. Renowned for transforming everyday moments into occasions and celebrated for its unrivalled sense of joy,
“Fortnum’s perfectly complements our curated mix of fashion and dining. As an icon of British luxury, its arrival brings a distinctive new dimension to the Village experience, creating moments our guests will treasure long after they leave.”
