Fortnum & Mason has opened its first UK store and hospitality offering outside of London, in the luxury shopping destination, Bicester Village in Oxfordshire.
A fixture in London since 1707, Fortnum & Mason is famous around the world for exceptional food and drink.
The Fortnum’s boutique has been designed to be a contemporary interpretation of its iconic flagship, and champions joy and tradition through design. The interior features the brand’s colour, Eau de Nil, which decorates the walls of the store. Boasting two service desks, which are made from solid walnut and feature traditional Georgian beading, exceptional service and experience will be paramount – with Fortnum’s Red Coats offering customers the opportunity to enjoy Fortnum’s food and drink at regular sampling sessions.
The retail space showcases some of the brand’s most iconic products, alongside an exclusive Fortnum’s X Bicester Village gift box, which includes chocolate pearl shortbread rounds.
Just outside the store, Fortnum has launched its first-ever Fortnum & Mason On the Go, a hospitality kiosk offering a curated selection of sweet and savoury toasted sourdough crumpets alongside drinks to fuel visitors as they journey through the boutiques of Bicester Village.
Inspired by the nearby Bicester Wetland Reserve, the kiosk is home to a playful mascot, who takes the shape of a duck eating a crumpet, and stands in front of a backdrop of colourful stripes of Eau de Nil and orange, all designed to grab the attention and appetites of passers-by.
Of the opening, Fortnum & Mason’s CEO, Tom Athron said: “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.
“It has been a real pleasure to work with The Bicester Village Team on this next chapter of our brand’s story, and we look forward to seeing how we can bring the best of what Fortnum’s has to offer to their diverse customer base.”
Desiree Bollier, chair and global chief merchant – Value Retail, said: “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.”
