Fortnum and Mason Set to Launch First Stores Outside London in Historic Expansion Move

Luxury retailer Fortnum & Mason has unveiled ambitious plans to establish its first UK stores beyond London’s boundaries, responding to growing consumer demand for their premium offerings. Chief Executive Tom Athron has expressed interest in expanding “up the spine of the country,” marking a significant departure from the company’s 318-year London-centric strategy.

The prestigious Royal grocer, currently operating just four UK locations including their iconic Piccadilly flagship store, St Pancras station outlet, a tea salon in London, and Heathrow Terminal 5 presence, aims to capitalise on sustained customer appetite for their luxury teas, biscuits, and preserves.

Mr Athron’s vision encompasses establishing outlets in “beautiful locations” with distinguished architecture, though specific sites remain undisclosed. The expansion strategy maintains exclusivity, with plans likely limited to one or two carefully selected locations, emphasising that “this isn’t about ubiquity.”

The timing of this expansion aligns with Fortnum & Mason’s evolving business model, which has successfully transformed beyond its traditional “Christmas focused” identity. Contemporary customers are increasingly utilising the retailer for year-round larder stocking, demonstrating sustained demand for premium groceries.

The retailer’s recently launched ‘Friends of Fortnum’s’ membership programme, offering exclusive dining event access and complimentary delivery, stands to benefit from geographical expansion. Regional stores would “remove the barriers” for membership engagement, facilitating broader participation in events.

Despite current economic headwinds and cautious consumer spending, with British Retail Consortium data showing mere 1% retail sales growth in May, Fortnum & Mason reports robust demand. Mr Athron observes a trend where consumers are substituting big-ticket purchases for affordable luxuries, noting that “people become more judicious in the way that they spend their money, they switch out handbags and trainers for small luxuries they can take home.”