Fortnum & Mason mulls first UK stores outside of London

Fortnum & Mason is considering opening its first set of stores outside of London amid a surge in demand for its luxury teas, biscuits and jam.

The retailer’s chief executive Tom Athron told The Telegraph that he would be interested in having branches “up the spine of the country”.

He said the business would look at sites in a “beautiful location” with “beautiful architecture”.

“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,” Athron said.

Fortnum & Mason currently has four UK stores that are all based in the capital, including its Piccadilly flagship, one at St Pancras station, the Royal Exchange in Bank and a store in Heathrow Terminal 5.

The retailer said earlier this year that it was no longer seen as a “Christmas focused” business as shoppers were snapping up its luxury food products to “stock their own larders” throughout the year.

Fortnums kicked off the month with the launch of its new membership scheme, offering ‘Friends of Fortnum’s’ subscribers exclusive gifts, tickets to dining events as well as free delivery.

Athron said any new store outside of London would “remove the barriers” for the membership scheme and allow members to attend these events.

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