Fortnum & Mason is considering opening UK stores outside of London for the first time in its three-century history.
The luxury retailer told The Telegraph it was considering opening locations “up the spine of the country”, marking a historic departure from the company’s London-centric approach.
Fortnum & Mason chief executive Tom Athron said: “We’re genuinely interested in stepping beyond Piccadilly and certainly beyond London.”
Currently, Fortnum & Mason operates four UK locations: its Piccadilly headquarters, outlets at St Pancras station and Heathrow Terminal 5, plus a London tea salon. It also has one store in Hong Kong.
Any expansion would represent the first time the 318-year-old retailer has established a permanent presence outside the capital. Athron did not reveal specific cities, instead emphasising the importance of “beautiful locations” with “beautiful architecture” for potential sites.
Atherton said: “This isn’t about ubiquity. But there are other locations across the country where we think that Fortnums could offer both retail and restaurants, where it would be relevant. And we’re looking at those now.”
The timing coincides with the launch of the new Friends of Fortnums membership programme, offering perks including event access and complimentary delivery. Regional stores would eliminate geographical barriers for members attending exclusive dining events.
Airport expansion also features in the company’s plans, with Athron expressing ambitions for “shops and restaurants in every Heathrow terminal”.
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