Fortnum & Mason, the iconic Piccadilly brand known worldwide for its luxury food, drink and gifts, has opened its first UK store outside of London at Bicester Village in Oxfordshire. The launch also introduces the debut of Fortnum & Mason On the Go, a new hospitality kiosk concept offering crumpets and refreshments for shoppers.
The Bicester Village boutique is a contemporary interpretation of Fortnum’s flagship, designed to balance tradition with modernity. Interiors celebrate the brand’s Eau de Nil palette, while a striking chandelier emulates the opulence of its Piccadilly store. Two walnut service desks, complete with Georgian-style beading, anchor the retail space, where Fortnum’s Red Coats will provide signature hospitality through product sampling and personalised experiences.
The boutique showcases a curated edit of Fortnum’s most recognisable products, including the Royal Blend Tea, Sparkling Tea and Lossus biscuits, alongside preserves, hampers and sweet treats. Exclusive to the new store is the Fortnum’s X Bicester Village gift box, featuring Royal Blend tea, a Fortnum’s mug, chocolate pearl shortbread rounds and locally produced honey. Fortnum’s Red Coats will also personalise selected products such as Fortnum’s Blancs de Blancs champagne and Amalthea Gin for bespoke gifting.
Just outside the store, Fortnum & Mason On the Go offers sweet and savoury toasted sourdough crumpets created in collaboration with chef Tom Moore of Moore’ish Crumpets. Handmade with a sixty-year-old starter and fermented with artisanal ingredients, the crumpets are paired with toppings devised by Fortnum’s executive chef Sam White. Options include Coronation Chicken with Devon white chicken, spice, cream cheese and pickled cucumber, or the more traditional pairing of strawberry and champagne preserve with Ivy Farm butter. The kiosk, inspired by the nearby Bicester Wetland Reserve, features a playful mascot – a duck enjoying a crumpet – against a backdrop of Eau de Nil and orange stripes.
Tom Athron, CEO of Fortnum & Mason, said:
“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. I am particularly excited to see which crumpet flavours are the most popular at our Fortnum & Mason On the Go kiosk, which will be providing visitors with a welcome pick-me-up as they explore all that Bicester Village has to offer. 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 at Value Retail, added:
“We are delighted to welcome Fortnum & Mason to Bicester Village. 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.”
The new Fortnum & Mason store at Bicester Village is now open seven days a week, offering shoppers a taste of Piccadilly in the heart of Oxfordshire.
