The word ‘iconic’ gets thrown around a lot, but as far as British retail icons go, few are as renowned as Fortnum & Mason. The Piccadilly department store has provided Londoners with posh bits and bobs for more than three hundred years.
In that time, F&M has only ever expanded outside London for one lone shop all the way in Hong Kong. That is, until now. Yesterday (October 1), the brand opened its first ever UK store outside the capital in Bicester village.
Although the Bicester outpost is smaller than its famous Piccadilly sister, Fortnum says customers can expect ‘most-loved products and hampers’. It describes the new store as a ‘contemporary take’ on the classic flagship store. And, of course, the red-coat clad advisors will be on hand to help ensure you go home with exactly what you’re looking for.
The shelves will be fully stocked with all of Fortnum’s most popular products, including ‘renowned tea blends like Fortnum’s Royal Blend Tea, and Fortnum’s Sparkling Tea’, as well as other biscuits, snacks, and treats. A ‘curated selection’ of hampers will be on offer, as well as a one-of-a-kind ‘Fortnum’s X Bicester Village gift-box’, perfect for anyone who’s ultra-prepared and has already started thinking about Christmas. That will feature a local honey, some shortbread, tea, and a mug to brew it in.
If you’re in a rush, the world’s first ‘Fortnum & Mason On the Go’ kiosk will come in handy. You’ll be able to grab ‘a selection of sweet and savoury toasted sourdough crumpets alongside refreshing and warming drinks’ to enjoy as you wander around the village.
These aren’t just any old crumpets either – they’ve been ‘handmade with a sixty year old starter’, and you can choose to add a topping such as coronation chicken or ‘Fortnum’s strawberry & champagne preserve with Ivy Farm butter’. Basically these are the poshest crumpets the brand could possibly put together, so you know they’ll taste good.
Fortnum & Mason’s CEO Tom Athron says that he hopes the kiosk will provide ‘a welcome pick-me-up as they explore all that Bicester Village has to offer’, and that the store can act as ‘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’.
The Bicester Fortnum & Mason, and the to-go kiosk, are open now.
Coming soon in Bicester
Fortnum & Mason isn’t the only thing that’s debuting in Bicester. By the end of the decade, the town will be home to a huge waterpark, and a brand new French-imported theme park called Puy du Fou.
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