Press Release

Fortnum & Mason to launch its first UK store outside of London, in Bicester Village

A fixture in London since 1707, Fortnum & Mason is famous around the world for exceptional food and drink, joy-giving gifts, and unforgettable experiences. Proud holders of two Royal Warrants and forever in search of the new and delicious, Fortnum’s is excited to open its doors to the customers of Bicester Village, to give them a taste of Piccadilly.

The Fortnum’s boutique has been designed to be a contemporary interpretation of its iconic flagship, and champions joy and tradition through design. The interior heroes the brand’s colour, Eau de Nil, which decorates the walls of the store, allowing for the products to shine. Taking centre-stage is an enormous chandelier, which hangs in the centre of the store, and emulates the opulence of the brand’s Piccadilly flagship. Boasting two service desks which are made from solid walnut and feature traditional Georgian beading, exceptional service and experience will be paramount - with Fortnum’s Red Coats offering customers the opportunity to enjoy Fortnum’s food and drink at regular sampling sessions.

The retail space showcases some of the brand’s most iconic products, including renowned tea blends like Fortnum’s Royal Blend Tea, and Fortnum’s Sparkling Tea. Fortnum’s extraordinarily magnificent and chocolatey Lossus biscuit range will also be available, as well as a host of other biscuits, preserves and sweet treats. For those looking for the perfect gift, a curated edit of Fortnum’s hampers will be on offer, alongside an exclusive Fortnum’s X Bicester Village gift-box, which includes chocolate pearl shortbread rounds, Fortnum’s Royal Blend tea with a beautiful Fortnum’s mug to drink it from, alongside a delicious local honey, made from Banbury’s beautiful lime trees’ blossom. Furthermore, Fortnum’s Red Coats will be on hand to personalise an array of items, such as Fortnum’s Blancs de Blancs champagne and Fortnum’s Amalthea Gin, for that extra special memento or gift.

Just outside the store, Fortnum’s is excited to be launching the first ever Fortnum & Mason On the Go, a hospitality kiosk offering a curated selection of sweet and savoury toasted sourdough crumpets alongside refreshing and warming drinks to fuel visitors as they journey through the boutiques of Bicester Village. Fortnum’s has worked with Chef Tom Moore, of Moore’ish Crumpets, to create the Fortnum’s crumpets which are handmade with a sixty year old starter, and fermented with artisanal ingredients. On these crumpets, customers can expect to enjoy delicious and sometimes unexpected toppings created by Fortnum’s executive chef, Sam White, such as Coronation Chicken, consisting of Devon white chicken and Coronation spice, accompanied by cream cheese and pickled cucumber, alongside more classic crumpets that pair Fortnum’s strawberry & champagne preserve with Ivy Farm butter.  

Inspired by the nearby Bicester Wetland Reserve, the kiosk is home to a playful mascot, who takes the shape of a duck eating a crumpet, and stands in front of a backdrop of colourful stripes of Eau de Nil and orange, all designed to grab the attention and appetites of passers-by.  

Of the opening, Fortnum & Mason’s CEO, Tom Athron says: ‘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 - Value Retail, says: “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.”  

ENDS

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About Fortnum & Mason

Fortnum & Mason is essential for anyone seeking extraordinary food, joy-giving gifts, unforgettable experiences, and exceptional service. First founded in London in 1707, after Queen Anne permitted her footman William Fortnum to sell discarded candles from St James’s Palace, Fortnum’s has forged a close relationship with the British Royal household ever since. Fortnum & Mason holds two Royal Warrants, one from His Majesty The King and one from Her Majesty The Queen. 

A London retail institution and pioneer in the hospitality sector, innovation has always been a central pillar at Fortnum’s. From inventing the Scotch Egg and providing supplies to the 1922 Everest expedition to beekeeping in Piccadilly’s rooftop hives and launching the Food & Drink Awards to celebrate people and talent, Fortnum’s has been a trusted disruptor and authority in the food & drink space, at home and internationally, from the very beginning. 

Every year, millions of people from around the world visit the Piccadilly flagship to enjoy Fortnum’s famous Afternoon Tea and shop its extraordinary food, gift and fragrance halls. The iconic brand is celebrated for its teas, Scotch eggs, hand-made chocolates, and wicker hampers – each playing a large part in its centuries of history – and remains committed to imagination and discovery today. In April 2023, Fortnum's opened its Food & Drink Studio as a space dedicated to the search for extraordinary food and drink experiences. Visitors can enjoy unmissable masterclasses and intimate dining experiences hosted by some of the world's best chefs, watch live demonstrations led by major names in food and drink, and listen to illuminating conversations with makers and creatives who share our passion for all things delicious. 

Proud of its storied past and innovation, Fortnum’s mission remains to make joy for every customer, whether they’re shopping in-store or from around the world at the award-winning www.fortnumandmason.com. Follow Fortnum’s on Instagram, Facebook and TikTok (@fortnums). 

About Bicester Village

As the founding Village of The Bicester Collection, Bicester Village has established a 30-year reputation for its curation of luxury brands –as well as for unbeatable year-round savings. More than 150 boutiques of globally renowned British and international fashion and lifestyle brands line its beautifully landscaped pedestrianised streets, which are modelled on the villages in surrounding Oxfordshire. Located just under and hour by direct train from London Marylebone, the Village’s boutiques, seamless shopping services and enticing restaurants and cafés come together to provide the perfect day out. Find the full list of brands here and more about the Village here.   

About Value Retail

As creator and operator of The Bicester Collection, Value Retail has raised the bar for luxury shopping destinations across the world. The 11 Villages in the Collection are home to more than 1,400 boutiques of renowned fashion and lifestyle brands, all offering remarkable savings throughout the year. An emphasis on flawless hospitality and seamless service guarantees every guest an extraordinary shopping experience. With the Villages ideally positioned in key tourist markets, Value Retail has created value out of opportunities for both leading luxury brands and the global luxury travelling consumer, at home or abroad. The Villages serve visitors in locations close to some of Europe and China’s most important gateway cities: London, Milan, Munich, Dublin, Barcelona, Madrid, Paris, Brussels, Frankfurt, Munich, Suzhou and Shanghai. Visit ValueRetail.com for more information.