Fortnum & Mason has opened its first UK store and hospitality offering outside London, in Bicester Village in Oxfordshire.  

The brand’s iconic Piccadilly flagship store is a favourite with overseas visitors and tourists while Bicester Village, which celebrated its 30th anniversary in May this year, has become one of the most popular shopping destinations in the country for international tourists – attracting 6.7million visitors in 2024.

Open seven days a week, Fortnum’s Bicester Village store will sell products including its renowned tea blends alongside a selection of its gift hampers, while Fortnum’s Red Coats will also offer personalisation services across a range of products, including spirits and champagne.  

The retailer has also launched its first-ever Fortnum & Mason On the Go hospitality kiosk, positioned outside the retail store which sells crumpets and hot drinks.

‘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,” commented Tom Athron, CEO of Fortnum & Mason.

Desiree Bollier, Chair & Global Chief Merchant at Value Retail Management, said: “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.”

Bicester in Oxfordshire is one of twelve international outposts which includes two locations in China, Bicester Village Shanghai and Bicester Village Suzhou.

Speaking at NRF Europe in September, the Director of Finance at Fortnum & Mason, Nataliya Schipka, told audiences cross-border commerce is a strategic growth area for the heritage brand.