Fortnum and Mason eyes first UK stores outside of London
It comes as the retailer is looking to move away from being a ‘Christmas focused business’, aiming to have customers ‘stock their own larders’ with its products all year round
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Fortnum and Mason is reportedly considering opening its first ever UK stores outside of London following a surge in demand for its luxury teas, biscuits and jam.
The company’s CEO Tom Athron told The Telegraph that he would be interested in having branches “up the spine of the country”. He stated that the company would look for sites in a “beautiful location with beautiful architecture”.
An opening outside of the capital would be the first time the company has ever had a non-London store in its over 300-year history
Fortnum and Mason currently has four stores in the UK all situated in the capital; its Piccadilly flagship, a store in St Pancras Station and a store at the Royal Exchange in Bank.
Athron also stated that the company would like to have a presence in each Heathrow terminal to go alongside its tea salon in Terminal 5. The company also has a presence in Hong Kong.
Earlier this month, Fortnum launched its membership scheme Friends of Fortnum’s, giving subscribers exclusive gifts, tickets to dining events and free delivery. Athron stated that a store outside of the capital would “remove the barriers” for the membership scheme and allow members to attend these events.
He said: “This isn’t about ubiquity. But there are other locations across the country where we think that Fortnum could offer both retail and restaurants, where it would be relevant. And we’re looking at those now.”
It comes as the retailer is looking to move away from being a “Christmas-focused business”, aiming to have customers “stock their own larders” with its products all year round.
