What: Fortnum & Mason plans first expansion outside London in its 318-year history, targeting beautiful locations across the UK while expanding its airport presence.

Why it is important: The expansion represents a significant shift in luxury retail geography, as heritage brands move beyond capital cities to meet evolving consumer demands while maintaining their premium positioning.

Fortnum & Mason has announced plans to expand beyond London for the first time in its three-century history, marking a significant shift in the luxury retailer's strategy. Chief Executive Tom Athron revealed the company is exploring locations "up the spine of the country," emphasising the importance of "beautiful locations" with "beautiful architecture" for potential sites. Currently operating four UK locations, including its Piccadilly headquarters and outlets at St Pancras station and Heathrow Terminal 5, the retailer aims to combine retail and restaurant offerings in carefully selected regional locations. This expansion coincides with the launch of their Friends of Fortnums membership programme, which offers exclusive perks including event access and complimentary delivery. The strategic timing of regional stores would eliminate geographical barriers for members attending exclusive dining events. Additionally, the company has expressed ambitions for further airport expansion, with plans for shops and restaurants across all Heathrow terminals.

IADS Notes: Fortnum & Mason's planned expansion beyond London aligns with significant shifts in luxury retail strategy observed throughout 2024-2025. In January 2025, LVMH's restructuring of La Samaritaine demonstrated how heritage retailers are adapting their business models to reach broader customer bases beyond traditional locations. This trend was further reinforced in March 2025 when Printemps successfully modernised while preserving its historic identity. The focus on "beautiful locations" and "beautiful architecture" mirrors Harrods' November 2024 renovation strategy, which emphasised creating intuitive, curated environments. The timing of this expansion, coupled with the launch of Friends of Fortnums membership programme, reflects broader industry movements seen in June 2025 with Le Printemps Haussmann's VIP suite launch, showing how luxury retailers are combining physical expansion with enhanced customer engagement initiatives. The consideration of airport locations also aligns with successful travel retail innovations, as demonstrated by Louis Vuitton's October 2024 Heathrow café concept.

Fortnum & Mason eyes UK stores outside of London