Fortnum & Mason has opened of its first UK store outside London at Bicester Village. The new boutique features a contemporary design interpretation of the brand’s iconic Piccadilly flagship to Oxfordshire’s luxury shopping destination.
The retail space showcases some of Fortnum’s most celebrated products, from its renowned tea blends such as Royal Blend and Sparkling Tea to its famous hampers, preserves, and sweet treats.
Highlights include the chocolatey Lossus biscuit range and an exclusive Fortnum’s x Bicester Village gift box, featuring chocolate pearl shortbread, Royal Blend tea with a signature Fortnum’s mug, and locally produced Banbury honey.
Fortnum’s Red Coats are on hand to personalise items such as Blancs de Blancs champagne and Amalthea Gin, offering customers the chance to take home a unique memento.
In addition, Fortnum’s is debuting its first “Fortnum & Mason On the Go” kiosk at Bicester Village. The kiosk will serve handmade sourdough crumpets created by Chef Tom Moore of Moore’ish Crumpets, using a sixty-year-old starter.
Toppings curated by Fortnum’s Executive Chef Sam White include indulgent combinations such as Lobster & Caviar with Marie Rose crème fraîche and pickled cucumber, alongside more classic options like Strawberry & Champagne Preserve with Ivy Farm butter. The kiosk design, inspired by the nearby Bicester Wetland Reserve, features a playful mascot in the form of a duck eating a crumpet.
The boutique interior champions Fortnum’s tradition and sense of joy through design. Walls are decorated in the brand’s signature Eau de Nil, while an enormous chandelier provides a focal point, evoking the grandeur of the Piccadilly flagship.
Service desks crafted in walnut with Georgian beading reinforce the blend of heritage and contemporary style, with sampling sessions led by the Red Coats planned as part of the in-store experience.
Commenting on the opening, Fortnum & Mason CEO Tom Athron said:
“We’re delighted to be opening our first UK store and hospitality offering outside London in Bicester Village… 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 of Value Retail, added:
“We are delighted to welcome Fortnum & Mason to Bicester Village… Its arrival brings a distinctive new dimension to the Village experience, creating moments our guests will treasure long after they leave.”
The Fortnum & Mason Bicester Village store will be open seven days a week from 9.00am to 8.00pm.
